To the Left With Google AMP; Putting First-Party First; DV and Comscore Join Forces

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March 02, 2022
To the Left, to the Left With Google AMP
Putting First-Party First
DoubleVerify And Comscore Join Forces
Are Publishers Pushing Google AMP to the Left?
Publishers are turning their second guesses into action when it comes to Google’s Accelerated Mobile Pages (AMP).

While initially used as a way to optimize the mobile-browsing experience for visitors, some publishers are claiming it’s hurting their business and generating less ad revenue.

Large online publishers like Vox Media LLC, BuzzFeed Inc’s Complex Networks, and BDG are vocal about testing their own DIY versions of mobile-optimized article pages instead of utilizing AMP. The Washington Post went completely rogue when they gave AMP the peace sign last summer.
Why This Matters
The relationship between Google and publishers has been shaky for some time. Pubs are feeling a sense of uncertainty, especially in light of recent lawsuits for inflated transaction fees and Google’s alleged skimming off the top from both the publisher and advertiser’s programmatic bottom line.

AMP usage became an issue last year after Google altered its algorithm and began to factor in loading speeds, interactivity, and visual stability in its search ranking. During this same time, Google also expanded its Top Stories carousel to include content not hosted by AMP, eliminating the exclusivity.

Google has also been formally accused of slowing down non-AMP ads with a one-second loading delay. This might sound minimal to those on the outside but for us, we know that is the equivalent of an eternity in the online world.

All of these factors make exploring AMP alternatives a no-brainer. For those considering parting ways with AMP, you'll immediately find yourselves less reliant on Google. You'd earn more control over your page designs, ad formats, and you'd also simplify the sale of ad space across various ad exchanges. This would result in “at least 20% more advertising revenue than AMP pages in most cases, without affecting loading speeds.”

However, shifting from AMP to a self-owned process is much easier for larger pubs that have resources readily available. For smaller pubs, this process is not as turnkey but that does not mean it’s off the table. It just may take more time to ramp up. One benefit of the third-party cookie being devoured is it will force pubs to become even more independent — and realize there are outsourced extensions worth reassessing and potentially bringing back in-house for the greater good of the business.
Putting First-Party First
Deloitte’s latest “Global Marketing Trends Executive Survey” shows that the majority of high-growth companies (61%) are shifting to a first-party data strategy, while only 40% of negative-growth companies say the same. These same high-growth companies are also utilizing first-party data assets in more innovative ways – including using data to serve ads via programmatic channels.

In opposition to this trend – a response to the increased demand from both consumers and regulators for improved user privacy – the IAB State of Data Report found that over half (53%) of data leaders are not leveraging their first-party data assets for advertising and marketing. This is despite the fact that 86% of marketers feel that first-party data will be vital to them moving forward.
Why This Matters
In the privacy-first digital economy, successful media buyers are already looking to utilize data assets and build deeper relationships with ecosystem partners. Agencies are looking for innovative ways to integrate first-party data into their buying strategies, including employing media buys or curated deals enriched with publisher data.

By shifting to more direct buying models via increased adoption of deals and other private trading paths, publishers can control access to their proprietary data assets and see CPMs increase anywhere from 50 to 100%. As Deloitte suggests in their research, media traders need to ensure that they are working with the right partners for transparency, secure data usage, and direct trading relationships.

The MediaGrid is a next-generation SSP developed by IPONWEB, built from the ground up to give publishers tools to enrich their inventory with unique first-party data assets, supercharge their data strategies, and boost their CPMs. By connecting to The MediaGrid, publishers can extend the value of their data to maximize audience yield while satisfying advertiser buying goals and forming long-lasting partner relationships
DoubleVerify and Comscore Partner for Cross-Platform Measurement
Ding ding ding! The measurement battle is in full swing for another round. This time, DoubleVerify and Comscore are coming out of the corner, together, as one.

These industry-known measurement platforms have joined forces to offer advertisers a seamless way to measure the impact of their full media plan and potentially eliminate impression waste.

This partnership will create a new measurement solution that combines data from DV Authentic Ad, a proprietary, MRC-accredited metric that verifies ads are fully viewed, by a real person, in a brand-suitable environment and within the intended geography, with Comscore Campaign Ratings, a cross-platform audience measurement tool offering deduplicated reach and frequency across linear TV, CTV, desktop and mobile.

Set to be available as early as the second quarter of this year, the joint tool will aim to make life easier as campaign results across platforms will reportedly only reflect audiences free of invalid traffic, delivered in-view to the right geography and brand environment.
Why This Matters
It is said there is no such thing as a coincidence and that only further proves to be true among rivals. Last week, Nielsen and TTD announced their partnership to improve open internet measurement internationally as part of the Nielsen One initiative. Not to be outdone, Comscore and DV fire back less than a week later also promising deduplication.

While different launches, Comscore and Nielsen have continued to fire shots at each other, with Comscore continuing to grasp the top position as the leading third-party measurement provider. Comscore made it to market first with their cross-platform solution, Comscore Everywhere but Nielsen is moving full speed ahead with their Nielsen One launch later this year while dropping small surprises along the way.

It’s still too early to determine the publisher's benefit in all of this but as Comscore and Nielsen continue trying to top one another, maybe we can see the light for highly accurate deduplication measurement.
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