Digiday Research: 74% of publishers have seen ad CPMs drop
There are three concurrent crises at play: The coronavirus pandemic, the economic crisis and the wave of protests across the country protesting racial injustice, that amounts to a social crisis.
For the publishing industry, this confluence of disruption has had a massive impact of on advertising revenue.
About 74% of 127 publishing executives surveyed by Digiday this month said the crises have driven ad CPMs down, while 75% said they’ve had difficulty in ad sell through. Programmatic ad CPMs have been driven down between 10% and 20%, with some publishers choosing to reduce inventory instead of selling it at an extremely low rate.
Despite traffic growing, (see our earlier research) publishers, particularly news publishers, have found it hard to make ad revenue from that increased traffic. Some of this is is due to keyword blocking: Coronavirus-related keyword blocking is a problem for 43% of publishers as advertisers try to avoid buying ads adjacent to certain types of content.
It’s been a similar problem more recently as protests and unrest have continued: As we reported earlier this week, the current news cycle makes more advertisers nervous, with keywords like “death” or “violence.”
Among business lines, ad revenue was hardest hit in the first quarter, decreasing for a whopping 65% of all publishers. This included direct sold and programmatic ad revenue.
‘We’re out there hitting the pavement’: Ad management firms scoop up sites ahead of cookie changes
Ad management platforms such as Cafe Media and Freestar have collectively gobbled up the rights to thousands of sites' ad inventory.
Browser makers, now including Mozilla’s Firefox, are already ditching Google’s proposed cookieless ad targeting method FLoC
Google's cohort-based tracking needs browser support to work, but browsers like Brave and Microsoft Edge can easily block its functionality.
‘It’s OK if someone wants to work 3 or 4 days a week’: How female news leaders are changing media culture for women
There's still a long way to go before the media workplace is a level playing field for men and women, but female news chiefs are pushing hard to change internal cultures.
SponsoredVideo: How employer rewards and incentives changed in 2020
The nature of employer rewards programs has transformed, accelerated by the events of 2020 — a year of sweeping change. Employees shifted to digital, their preferences moved to digital wallets and they asked for new and surprising ways to use the rewards their employers delivered. In these new interviews, employer rewards experts talk about the evolving […]
Cheat Sheet: What a ‘radical’ GOP antitrust bill that would kill big tech acquisitions has in common with the Democrats’ push for reform
Bipartisan momentum behind Sen. Josh Hawley’s antitrust bill is likely to be tepid, but it could spur more dialogue on anti-competitive behavior in an tech-ruled era.
Los Angeles Times enters crowded daily news podcast market with a West Coast twist
The Los Angeles Times is banking on offering a West Coast twist to daily news podcasting when it debuts its own version next month.