Now Is The Time For Publishers To Take Back Control
Frequently Asked Questions
What are the five areas Justin Choi recommends publishers focus on?
Justin Choi recommends publishers focus on: creating 'herd immunity' versus the triopoly (highlighting publisher engagement and influence), cooperation and collective action with partners, aggregating and leveraging data (preparing for the end of third-party cookies), controlling inventory (potentially pulling inventory from exchanges), and shifting KPIs toward digital branding and mid-funnel influence.
What does 'herd immunity' from the triopoly mean for publishers?
'Herd immunity' means publishers uniting around the unique engagement and influence they provide to consumers so they can collectively reduce reliance on the major platform operators and regain negotiating power in the ecosystem.
How should publishers prepare for the death of third-party cookies?
Publishers should aggregate influence and first-party data, strengthen partnerships that enable differentiation at scale, and build approaches that serve advertisers' needs without relying on third-party cookies.
Can publishers actually pull inventory out of exchanges?
If publishers unite and can offer buyers ease of access and exclusive, high-quality inventory without third-party intermediaries, they may be able to remove inventory from open exchanges and trade more directly or in curated marketplaces.
How should KPIs change to reflect publisher strengths?
KPIs should shift away from pure direct-response metrics and toward measures that reflect publishers' strengths—digital branding, engagement, and mid-funnel influence—so the value of publisher audiences and contexts are better recognized.
Digital Content Next | May 4, 2020 - With shelter in place orders lifting over the next several weeks, we’re all looking to return to some sort of “normal.” As we do so, publishers are faced with a unique opportunity to take an active role in what that next normal looks like.
Nativo CEO Justin Choi outlines five areas where publishers can make major changes that will transform the ad tech and media landscape in his article for Digital Content Next, “Now is the time for publishers to take back control.”
Game changing
Publishers should look to create a form of “herd immunity” from the triopoly by uniting around the engagement and influence they provide to consumers.
Cooperation and collective action
Publishers should choose partners that help them achieve differentiation at scale - including seeking out partners that can improve speed, experiences and ad quality.
Data
The death of the third party cookie looms large on the horizon. Now is the time to aggregate influence in order to serve the needs of the industry.
Inventory
If publishers are able to unite, they might be able to pull their inventory out of exchanges if they can provide buyers with ease and exclusivity without relying on third parties.
KPIs
KPIs need to reflect the strength of publishers v. those of the major tech giants. Instead of focusing on direct response, shift KPIs toward digital branding and mid-funnel influence.
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