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| Tariff Timeout: Can Publishers Make the Most of the 90-Day Reprieve? |
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| Working through change and economic uncertainty is nothing new for publishers. They’re quite accustomed to restrategizing as the world shifts around them and advertisers curtail their spending in reaction. We saw it happen during the rise of the BLM movement, during the early stages of the Russia-Ukraine war and throughout COVID. And now publishers have tariffs to contend with. Navigating Economic Uncertainty The tariffs have created a ripple effect across the economy, with many businesses bracing for potential recessionary impacts. As Alexander Haluska of My Code told AdMonsters, “We have already seen some advertisers look to pause campaigns as they try to get a sense of where the market is headed.” This type of cautionary approach will likely reduce ad spend as brands cut back on marketing budgets to mitigate financial risks. For ad ops professionals, this means preparing for leaner times while helping advertisers justify their investments. Ken Harlan, CEO of MobileFuse, told me that advertisers will increasingly prioritize efficiency, shifting budgets toward media that delivers measurable outcomes, such as sales and return on ad spend. Ad ops teams must align with these goals by optimizing campaigns for performance and ensuring every dollar spent delivers clear value. Maximizing Value in Ad Ops: A Path Forward Publishers have an opportunity to stand out by demonstrating their ability to drive results. Harlan advised that publishers focus on key performance factors, like ensuring 100% viewability, offering premium placements and respecting user data by always asking for consent. “When you check those boxes, advertisers are more likely to see stronger performance with your audience—and keep their budgets where the results are,” said Harlan. Efforts to improve campaign performance also help foster trust with advertisers who are themselves under pressure to make every impression count. Haluska’s team at My Code, for example, is exploring new opportunities tied to specific content and events that align with the needs of its advertisers. Haluska also noted that collaboration is key. Publishers should work closely with SSPs, agencies and advertisers to make sure they understand what their partners are trying to achieve. “If you can prove the value of your media is helping [advertisers] accomplish their larger goals—and, ultimately, drive sales,” Haluska said, “you can strengthen your partnership even in a tough financial market.” Did you like this newsletter? Is there a topic you want me to tackle next time? Feel free to hit me up with your feedback at abyrd@admonsters.com. |
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| Monster Mashup |
| Building the Modern Ad Ops Team: Meet Disney’s VP of Ad Ops, Bobby Noble For the first issue of our "Publisher Spotlight" series we spoke with Bobby Noble, VP of Ad Ops at Dinsey. He detailed how he connects his 200+ person team to execute campaigns across the company's many verticals that includes Hulu, Disney+, ESPN, ABC, FX, Nat Geo and Freeform. Read more. Women Leaders in Ad Tech on AI, Allyship, and What’s Next for the Industry From automating ad ops tasks to building stronger mentorship networks and preparing for what’s next, women leaders in ad tech shared practical lessons on AI, workflows, and allyship during a recent LinkedIn Live hosted by AdMonsters and The Women in Programmatic Network. Read more. The Guardian US Is Embracing OpenPath for Programmatic Efficiency The Guardian US announced its adoption of The Trade Desk’s OpenPath at the AdMonsters Sell Side Summit in Fort Lauderdale last month. We conducted a follow-up interview with Sara Badler, chief advertising officer for North America at The Guardian US to find out how the product streamlines its programmatic buying. Read more. What’s Missing in Identity Solutions? You Tell Us. Publishers are losing signals—and revenue—on cookieless browsers like Safari and Firefox. This quick survey captures what you need from identity solutions to restore performance, increase demand, and make audience data work harder. Read more. |
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