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OpsPOV

What Will the Ad-Supported Open Internet Look Like in 2023 and Beyond?

In Jounce Media's annual report, 'The State of the Open Internet,' three influential market forces shed light on the obstacles that media companies and advertising technology platforms face: demand concentration, bidstream bloat, and bidstream blindspots. How can we level the playing field between the dominant walled gardens and the rest of the…

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Is Microtargeting Giving the Digital Advertising Sector a Bad Rap?

Micro-targeting based on behavioral data was supposed to be a good thing for all parties involved in the equation: brands, publishers and consumers. But those benefits haven’t panned out.  It hasn’t been suitable for publishers. As advertisers pivoted away from traditional advertising to micro-targeted programmatic campaigns, revenue for global newsletters…

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Solving the Long-tail’s Addressability Issue

Publishers on long-tail sites face several challenges related to addressability, including the difficulty of attracting advertisers to their sites due to the lack of addressable data, lower advertising rates, and data privacy regulation challenges.

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The Unintended Consequences of a TikTok Ban

If you live in DC, you may have noticed a new breed of lobbyists in town: the TikTok influencer. Politico reported that these folks planned to “flood” the city this week with its presence in an effort to stave off the U.S. government’s attempt to ban the app, unless ByteDance…

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