Publisher Ad Monetization 2022

Ad Buyers and Sellers Are Rewriting the Rules of Engagement as Privacy-First Era Dawns

Report by Max Willens  | Jul 22, 2022
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Table of Contents
Executive Summary
Key Points
Publishers’ $10 Billion Problem
Publishers Enter New Phase of Testing Identity Solutions
The Open-ish Web?
Publishers Betting on the Upside of Their Own First-Party Data
How Publishers Can Approach the Third-Party Data Challenge
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Google’s end of support for third-party cookies won’t happen until 2023 at the earliest, but the average publisher site now has more than five identifiers enabled on its inventory.
Topics
Digital Ad Spending
Digital Display Ad Spending
Digital Advertising
US
Table of Contents
Executive Summary
Key Points
Publishers’ $10 Billion Problem
Publishers Enter New Phase of Testing Identity Solutions
The Open-ish Web?
Publishers Betting on the Upside of Their Own First-Party Data
How Publishers Can Approach the Third-Party Data Challenge
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

With their game plans (mostly) in place, publishers are beginning to reap rewards as the ad industry slowly moves beyond the third-party cookie. But questions about how much power publishers can take back remain unanswered.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Where is the industry in its preparation for third-party cookie deprecation?
  2. How have privacy shifts (recent and scheduled) affected publisher ad monetization?
  3. How can publishers capitalize on these changes?

WHAT’S IN THIS REPORT? Updates on where publishers, advertisers, and intermediaries stand in the move away from third-party cookies and updated figures on adoption of third-party identifiers. 

Number of Publishers Worldwide Using Google's Publisher Provided Identifier (PPID), Jan-July 2022
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KEY STAT: The number of publishers worldwide that incorporated Google’s publisher provided identifier (PPID) into their bid requests grew more than twelvefold so far in 2022. 

Here’s what’s in the full report

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21expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Publishers’ $10 Billion Problem
    4. Publishers Enter New Phase of Testing Identity Solutions
    1. The Open-ish Web?
    2. Publishers Betting on the Upside of Their Own First-Party Data
    3. How Publishers Can Approach the Third-Party Data Challenge
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Number of Publishers Worldwide Using Google's Publisher Provided Identifier (PPID), Jan-July 2022US Programmatic Digital Display Ad Spending, 2020-2024 (billions and % change)
    US Data Leaders Who Were Somewhat/Very Prepared for the Loss of Third-Party Cookies/IDs, by Company Type, 2021 & 2022 (% of respondents in each group)US Third-Party Audience Data Spending, 2017-2021 (billions and % change)
    Number of Publishers Worldwide Using the Top 5 Identifiers, Feb 2022-June 2022* (thousands)US Programmatic Ad Spending Share, by Transaction Method, 2019-2024 (% of total programmatic digital display ad spending)
    How US Data Leaders Expect the Coming Changes to Third-Party Cookies and Identifiers Will Affect Their Company's Use of Data, 2021 & 2022 (% of respondents)

    Interviewed for This Report

    Paul Bannister
    CafeMedia
    Chief Strategy Officer
    Interviewed June 21, 2022
    Julia Belanger
    The Washington Post
    General Manager, Zeus Technology
    Interviewed June 17, 2022
    Bruce Biegel
    Winterberry Group
    Senior Managing Partner
    Interviewed June 21, 2022
    Brian Chisholm
    OpenX
    Senior Vice President, Strategic Partnerships
    Interviewed June 30, 2022
    Travis Clinger
    LiveRamp
    Senior Vice President, Addressability and Ecosystem
    Interviewed June 21, 2022
    Mario Diez
    Peer39
    CEO
    Interviewed June 23, 2022
    Will Doherty
    The Trade Desk
    Vice President, Inventory Development
    Interviewed June 29, 2022
    Jeff Hirsch
    PubMatic
    Chief Commercial Officer
    Interviewed June 30, 2022
    Eric Hochberger
    Mediavine
    Co-Founder and CEO
    Interviewed June 29, 2022
    Chris Kane
    Jounce Media
    Founder and President
    Interviewed June 16, 2022
    David Kohl
    TrustX
    President and CEO
    Interviewed July 6, 2022
    Garrett McGrath
    Magnite
    Senior Vice President, Product
    Interviewed June 28, 2022
    Scott Messer
    Leaf Group
    Senior Vice President, Media
    Interviewed June 15, 2022
    Nicole Perrin
    Advertiser Perceptions
    Vice President, Business Intelligence
    Interviewed June 22, 2022
    Matt Prohaska
    Prohaska Consulting
    CEO and Principal
    Interviewed June 15, 2022
    Mike Racic
    Prebid
    President
    Interviewed June 28, 2022
    David Reischer
    Permutive
    Product Manager
    Interviewed June 29, 2022
    Mathieu Roche
    ID5
    Co-Founder and CEO
    Interviewed July 14, 2022
    David Spiegel
    G/O Media
    Chief Revenue Officer
    Interviewed June 13, 2022
    Ratko Vidakovic
    AdProfs
    Founder
    Interviewed June 16, 2022
    Briian Wilson
    Epsilon
    Vice President, Media Acquisitions
    Interviewed June 28, 2022

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    authors

    Max Willens

    Contributors

    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst