Programmatic Ad Quality Hitting An All-Time High … At A Cost
Like all the best things in life, programmatic advertising is only as good as the quality that drives it forward.
As the latest Q2 research from the Association of National Advertisers finds, programmatic efficiency is “driven by the ability to actively manage quality, price, measurement, and curate supply at scale, not by traditional transaction cost components.” The research found an increase in TrueAdSpend — the percentage of total ad spend resulting in high-quality impressions — to the highest level it’s measured: 45.1%. That’s a nearly 2pp increase from Q1, with higher-performers at 52.3% and the lower cohort at 31.1%.
Google Ads Is Automating More Decisions, Your Measurement Needs To Get Better
Google Ads has steadily automated more of the decisions advertisers once managed directly. Bidding is an obvious example, but the shift has gone much further. Google now has more influence over which searches ads can match to, where ads appear, how budgets get allocated, and even which creative combinations users see. For advertisers, that changes where some of our most important decisions happen.
Early advertising results within ChatGPT have been promising enough that executives are increasing the number of ads, potentially subsidizing free access for the 92% of ChatGPT’s consumer users who, [CFO Sarah] Friar says, do not pay for a subscription. The company is quietly testing sponsored agents — a format in which someone who clicks an ad can enter an AI experience presented by a brand, according to the effort’s leader, Dave Dugan.
MSN Removes Publishers From Platform Without Notice
Several independent publishers told Press Gazette they have been removed from syndication platform MSN without being given any notice. Microsoft said it regularly reviews content and partners “based on a range of business, quality and operational considerations.”
