Mobile Ad Inventory Jumps; The New York Times Pulling Programmatic Ads; and Publishers See Traffic Spikes from Google Discover
PubMatic released a report stating that mobile ad video inventory went up 31% in Q3 from the previous quarter. Additionally, mobile ad spending also increased 28% and desktop ad spend decreased from Q2 to Q3. Header bidding is said to have led the monetization increases with over half of the transactions done via header bidding in contrast to header bidding totaling 41% in Q2. The report forecasts that additional growth will come from an influx of users on newer formats like video.
The report also indicates that app publishers are finding new ways to engage users and are expanding their monetization efforts beyond banner ads. The report analyzed 13 trillion advertising bids.
As of January 2020, The New York Times will remove programmatic ads from its mobile app because the slow loading times associated are detracting from the user experience. The decision will cause the publisher to lose millions of dollars in loss of revenue.
“We believe that this will be more than made up by gains in engagement and a higher propensity by app users both to subscribe and retain,” says Mark Thompson, CEO. “Where there is a trade-off to be made between engaged user experience and immediate advertising revenue, we will increasingly favor the subscription side.”
The subscription side of the New York Times is soaring, digital-only subscriptions have risen 15% and currently totals $116m.
Integral Ad Science, a digital ad verification company, has acquired ADmantX, a contextual targeting company, for €16m. The acquisition will combine the contextual solutions with the ad verification products to help publishers place ads with the right content, bringing this process down to the page level so that every ad on each page matches accordingly.
“ADmantX shares our bold and disruptive vision to use science as the foundation of building innovative and effective solutions,” said IAS CEO Lisa Utzschneider. “Adding this sophisticated contextual technology to our global product suite unlocks unprecedented contextual classification at scale, enabling precise ad targeting for marketers.”
ADmantX uses natural language processing and machine learning to determine the context of content by analyzing the words, making ads relevant to the content on each page.
Google Discover is a feed of content on Google’s homepage, which appears when a mobile Chrome user opens a new tab. According to Vogue International, Google Discover has driven more traffic to their site than Google Search. The traffic growth was experienced internationally and was mostly experienced in India and Mexico, where three-quarters of traffic came from Google Discover. Conde Nast also mentioned that 20% of traffic in the U.S. came from Google Discover.
Google Discover has been most successful internationally in areas where android has a strong share in the market.