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| Publishers Worry Data Curation Is Another Pesky Intermediary Blocking Revenue |
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| Another ad tech debate has entered the chat. This one is about curation. On LinkedIn and X there is a fair share of back-and-forth about its definition and who benefits. Last year at PubForum NOLA, we hosted a smackdown between the sell and buy sides to determine if they could meet on the middle ground and get along. While there was some nail-biting tension between the two sides, each could agree that there are too many intermediaries in the ad tech supply chain. "Intermediaries, the infamous middleman, create complications, requesting desired data at a significantly lower cost than its actual worth," said Terry Guyton-Bradley, Senior Director of Advertising Technology at Fortune. Is the same thing true for programmatic's new favorite buzzword, curation? Curation promises to simplify ad buying by bundling premium publisher inventory and data to meet specific buyer needs. Platforms like The Trade Desk and data firms like Audigent offer curated packages to help advertisers find high-quality placements. But many publishers are skeptical, questioning whether these solutions create value or are just another middleman in an already crowded ad tech space. If so, they could potentially eat into their revenue and disrupt direct sales. Scott Messer believes that with Deal Curation As A Service (DCAAS), “Publishers get a steady stream of premium quality brands and CPMs, usually without diluting their own sales proposition.” At AdMonsters recent Publisher Forum in Boston, he told publishers that curation services can help publishers unburden expenses, disrupt DSP power, and reclaim control over their inventory and audiences. He said, “Curation houses can become the new decision engines, while SSPs become smarter pipes.” Still, some publishers are concerned that despite being marketed as premium, curated deals often come with lower ad rates, undermining the value of their inventory. Some report that curation packages have not meaningfully improved their business and fear that these tools cannibalize buyers who would otherwise engage directly with them. While curation firms tout incremental revenue and access to new buyers, publishers worry that these deals limit their control and dilute their competitive advantage. Guyton-Bradley proved last year this is not a new concern for publishers. But will platforms offering these curated deals listen to publishers' concerns? – AB |
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| News Revival: Why Ad Tech’s Latest Investments Are Betting on Journalism |
| For so long, news has been seen as too risky, with brand safety tools blocking entire swaths of content. That strategy hasn’t only hurt publishers — it’s cut brands off from some of the most engaged audiences. Now, ad tech is putting serious money back into news and DoubleVerify’s News Accelerator and Prohaska’s ProNews Collective are leading the charge. But after years of treating news like a no-go zone for advertisers, the big question is: why now? Designed to encourage advertisers to invest in news, DV News Plus offers smarter brand suitability tools that protect brands from risky content while still reaching engaged news audiences. Prohaska’s ProNews Collective, in partnership with Index Exchange, creates a premium marketplace where advertisers can access brand-safe inventory from trusted news publishers. The numbers don’t lie: ads on news sites deliver 20% more engagement than non-news content, yet many brands are still letting outdated fears get in the way. Jana Meron from The Washington Post points out that advertisers miss out by over-blocking news. DoubleVerify and Prohaska are banking on the idea that smarter, more flexible tools can help brands reach these valuable audiences without risking their reputations. It’s a shift toward more nuanced brand suitability controls that could open up new revenue streams for publishers. But will brands take that leap? As Laura Boodram, CRO of FatTail, explained on LinkedIn, “We don’t need more research proving that news isn’t dangerous to brands. We need ad tech companies to stop providing the ham-fisted tools that bludgeon news publishers in exchange for dubious value to advertisers.” Her point? The tools meant to protect brands have become blunt instruments that hurt publishers more than they help. It’s time for ad tech to step up and refine these tools, ensuring they truly serve both advertisers and the journalism that depends on them. So, is news making a comeback? It looks that way. But as both Meron and Boodram point out, the shift will only stick if advertisers and ad tech platforms stop letting fear dictate strategy. The opportunity is there — brands just need to be brave enough to move past outdated ideas of brand safety and embrace the value of news as a place for real engagement. — LdJ |
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| Netflix Breaks Streaming Curse with Revenue Gains and Subscriber Growth |
| In an era of content bundling, declining revenue, and decreased subscriptions, Netflix defied expectations, outpacing Wall Street's predictions. I mean, they are one of the OGs in the streaming space. If anyone can pivot despite the difficulties in this new era, it would be smart to bet on the red and black banner. In Q3 Netflix added over 5 million subscribers despite limited new programming due to last year's Hollywood strikes. Revenue rose 15% to $9.83 billion, with earnings hitting $5.40 per share, beating analysts' forecasts of 4.52 million new subscribers. Since May 2022, Netflix has gained over 60 million subscribers, fueled by its crackdown on password sharing and introducing a cheaper, ad-supported plan. While some analysts believe the password-sharing boost is temporary, the company has reassured investors, predicting 11-13% revenue growth next year, partly through price increases in regions like Spain and Italy. Though Netflix's advertising efforts are still in development, the streamer has big plans, including building its ad tech and offering live programming to attract more advertisers. Upcoming live events include a boxing match and NFL games, alongside a strong programming lineup with hits like "The Perfect Couple" and the return of "Squid Game." – AB |
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