June AdTech Roundup: Key Highlights and Trends from DataBeat

Author

Ashok Ganapam
July 29, 2024

DATABEAT INSIGHT SERIES…

Hey Community,

Welcome to the fourth edition of the DataBeat Insight Series! This month, we bring you the latest trends and strategies in AdTech. Our reports and articles cover key insights on publisher CPMs, SSP trends, ad refresh rates, ad density, and privacy-compliant targeting tools.

Explore our Publisher Trends Report for June and SSP Trends Report for July to uncover recent shifts and changes. Dive into our articles to learn how to optimize ad performance and navigate the post-cookie landscape.

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Publisher Trends Report for June:

  • Despite a 21% decline in Video CPMs and a 2% decline in Display CPMs year-over-year, overall CPMs still increased by nearly 2%. This increase is largely attributed to a significant volume shift from Display to Video, where Video volumes surged by 100%. Since Video CPMs are 2.5 times higher than Display CPMs, this shift contributed to the overall increase.

  • In June 2024, we see an addition of 87,991 new ads.txt lines and the removal of 89,292 existing lines resulted in a net change of over -1,300 lines. Surprisingly, this is the first time we observed a negative net change over the past six months. However, few top SSP’s like Conversant media, Sharethrough, media.net are still able to get a good number of new connections in this hard time.

  • The provided snapshot illustrates the distribution of line changes among different tiers of publishers. While looking in-depth, it appears that Tier-2 SSP’s shows a noticeable net change in ads.txt lines, with a decrease of approximately 1,300 lines.

Articles of the month

Ad Refresh: Maximizing Revenue and Viewability for Publishers

Ad refresh is a key strategy in digital advertising, refreshing ads while users are engaged to increase impressions and revenue. Different methods like time-based and in-view refresh optimize viewability and yield. However, the right balance is crucial as it impacts CPM, CTR, and viewability. Databeat customizes ad refresh strategies to maximize publisher benefits. Click here to find out more.

Ad Density

Ad density is key to balancing revenue and user experience on web pages. High density can clutter screens and slow load times, while low density might reduce revenue. Optimizing ad density through strategic placement and data-driven adjustments is crucial. Learn how to find the perfect balance for your site. Click here to find out more.

PPID vs PPS vs Topics API

As Google phases out third-party cookies, alternatives like PPIDs, PPS, and Google Topics API are emerging to balance privacy and ad targeting. These tools enhance user identification, audience segmentation, and interest-based ads while protecting privacy. DataBeat Consulting can help you navigate these changes effectively. Click here to find out more.

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