Big publishers are taking control of their relationship with platform giants Google, Facebook, Apple and Amazon, said Carsten Schwecke, chief digital officer of Axel Springer’s sales house, Media Impact.
“That fear which used to exist, and where you couldn’t see the light at the end of the tunnel, is no longer driving the market,” said Schwecke, speaking to Digiday at AppNexus’ summit in London on Thursday. “Instead, it is the momentum around topics like brand safety, [sites like] Breitbart News, the YouTube issue. … Advertisers are coming back to us saying how much they appreciate the trust they have in our brands.”
Axel Springer plans to capitalize on that momentum by emphasizing to advertisers what Schwecke refers to as the “three T’s” — trust, traffic and technology — which differentiate it from the dominant platforms, he added.
The third T is where Axel Springer has drawn most attention this week, announcing major changes to its ad tech stack by phasing out its two existing ad servers, including Google’s DoubleClick for Publishers. The plan is to migrate its German titles like Bilde.de and Businessinsider.de to independent ad tech firm AppNexus in 2018 and eventually have the entire Axel Springer portfolio on a single technology platform, according to Schwecke.
Axel Springer chose AppNexus for its products’ strength and transparency, not as an anti-Google play, he said.
“We still have a very solid IO business with high CPM levels, so we have not fully killed the waterfall. We currently have Smart ad server and DFP in place, but with this new setup we can fully kill our current waterfall, and in a smart way,” Schwecke added.
AppNexus was the first company to make header-bidding software open source, and this week it revealed it did the same with header bidding’s sequel, server-to-server. Speaking on stage at the summit, AppNexus CEO Brian O’Kelley said that idea is to make sure everyone can view the bid chain.
“There is no risk; you aren’t handing the keys to someone else, and there is no fee and no taxes for using it. This is the way to make header bidding more transparent,” said O’Kelley.
Another major topic generating more airtime is the European General Data Protection Regulation, which comes into play in 2018. It’s another area where AppNexus and Axel Springer agree, saying it’s important to be ahead of it.
This week, AppNexus revealed the steps it has taken to become GDPR-compliant, and O’Kelley issued a warning for ad tech companies that don’t comply fast enough. “This is an existential crisis,” he told delegates at the summit. “Many companies in this room may not exist a year from now.”
CNBC to test increases on its subscription prices next year
After seeing continued subscriber growth to its two products, CNBC will begin testing price increases next year.
How Apartment Therapy’s Riva Syrop is pivoting its events business around the economic climate
Apartment Therapy's event strategy closely revolves around its commerce business to appease both advertisers and consumers.
Experts tip in-house operations and retail media as the most fertile landscape for new job market entrants
Although 'readjustment' and 'flexibility' will be required from those laid off by Big Tech.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Member ExclusiveMedia Buying Briefing: What a tour through Dentsu and Microsoft’s metaverse campus says about the future of digital marketing
Digiday gets a guided tour through Dentsu and Microsoft's metaverse campus, where clients can test out retail concepts or build showrooms in the virtual world.