AdMonsters Wrapper Newsletter: Top 6 of 2020

In February we launched a new newsletter called The Wrapper.

We spent so much time talking bout how hot newsletters are that we decided to jump on the trend!

Since we follow a lot of ad-tech industry and adjacent news (and scroll through even more of ad tech Twitter), and not every happening makes it on or to our events, we launched a weekly newsletter featuring a curated selection of ad tech news and analysis written by AdMonsters Editorial Director, Gavin Dunaway and Senior Editor, Lynne d Johnson.

With The Wrapper, we summarize exciting news items that catch our eyes and then link them to wider developments in digital media and advertising. And hey, we also aim to point you in the direction of great podcasts and compelling industry voices to follow on social media.

Here are some of our hottest editions from the year that was 2020.

AdMonsters Wrapper: 🌯There Can Only Be One (Supply Path)

A few weeks ago, the biggest independent DSP [The Trade Desk] laid down the law (buyers’ law!) and demanded partners de-duplicate auctions. No more of the same impression coming through three or more different pipes. And because TTD is a major source of demand in the open ecosystem, exchanges, SSPs, and publishers that want to keep seeing those dollars will comply. Read more.

AdMonsters Wrapper: 🌯 The Mysteriously Missing 15%

It turns out the programmatic supply chain is even more complex than we ever imagined and the flow of funds from advertiser to publisher is a dubious practice. If you’ve been following ad tech Twitter in the past week, then you’d know that that ISBA finally released their long-awaited Programmatic Supply Chain Transparency Study, highlighting that premium publishers receive only half of the ad spend from brands and 15% of that spend can’t be accounted for at all. Read more.

Facebook Problems: Bigger Than Just Ad Fraud

Facebook is ankle-deep in troubles as of late. For one, I’m sure we’ll all be checking into the live stream of the big tech antitrust hearings taking place tomorrow to hear Zuck tell Congress how much America needs his company to be really fit in order to stave off undue Chines social media influences. Senior Editor, Lynne d Johnson, already has her dragon popcorn at the ready. But these are not the Facebook issues we’re referring to. Read more.

Cookie Death Worse For Pubs Than Feared

Garrett Johnson, a marketing professor at Questrom School of Business, Boston University, uncovered a more startling assessment about the value of a cookie that he posted in a Twitter thread. It looks like in the UK Competition and Market Authority’s Online Platforms and Digital Advertising Market Study, the CMA reanalyzed Google’s very own data and found that publishers’ revenues would fall up to 70%. Read more.

AdMonsters Wrapper: 🌯 Rethinking Allyship in Ad Tech

In the midst of the Coronavirus pandemic, the digital media and advertising industry is bearing witness to America’s civil unrest—in response to systemic racism—by asking itself some very hard questions about diversity and inclusion efforts within its own ranks. There was a flurry of response from brands in support of the protests and #BlackLivesMatter, but most with cookie-cutter templatized messaging that came off like one massive PR flex. Critics handed out gold stars for the performances but collectively wondered, “Where’s the beef?Read more.

Facebook Boycott Collateral Damage: Pubs

We know what you’re thinking, publisher—all those big brands boycotting Facebook in July means moolah is coming your way fast! Wait, were you being sarcastic? Were we being sarcastic? We just can’t tell anymore. We’re kind of two… Well, maybe three minds at AdMonsters. While we see how premium publishers could see some additional revenue as marketers re-allocate spend, our cynical side thinks many brands were going to cut down on marketing with the third quarter and the pandemic back on the upswing. Read more.

Apple Makes the Web Take a Detour

Scroll CEO Tony Haile gave many publishers a rude awakening on Monday when he posted a gif of a link to an Atlantic article on redirecting into Apple News+. Yes, the browser (Safari) actually sent him into the Apple News+ app on his Mac. It’s not clear when this feature was introduced in Apple News+, but it seems to be on by default now. It’s also unclear which browsers the redirect works with, but for sure Apple’s Safari. Read more.