There are exceptions, and as a team we’ve made hard decisions over the years about the people that can attend, some of which we later reversed. And sponsorship is how we’re able to assemble the publisher revenue people in the trenches for three-and-a-half days of intense discussion, learning, networking, and (gasp) fun at a relatively low price point. Providers of tech and services can only attend, have access to attendees, and potentially speak if they choose to sponsor. Generally, anyone who manages or is involved in monetization or revenue for owned-and-operated digital media properties (e.g., websites, apps, newsletters) is allowed to attend we also let agency people on the opposite side of the coin come. It’s a very valid question-Why doesn’t the company with the most widely used ad server come to a gathering of those most intimate with its product?ĪdMonsters has pretty strict rules about who can attend and who must sponsor PubForums. I’m often asked why Google isn’t at the Publisher Forum, and this recent iteration in Austin was no exception. And I won’t take credit for this idea-I’m just trying to serve as an information conduit and make something good happen for the industry. If you’d like to join in, hit me up at Gavin at -the more the merrier. I would like to present agreed-upon issues to my Google contacts and start a dialogue. HA! You all know I think physical media is obsolete. I plan to be a modern-day Martin Luther and nail a printout of these theses on the door of Google’s Chelsea offices. I’m hoping to help assemble a unified front for presenting challenges (and possible fixes) to Google about GAM. There’s also a lot to be said for strength in numbers. This will require some Tom-Sawyer-worthy cleverness, but ultimately move addressing your challenges a little closer Sure, you’re helping me out, GAM account manager, but you’re really driving more revenue. However, one publisher representative had good advice to take advantage of Google’s self-interest: when providing feedback, make it actionable items tied directly to the performance of Google’s systems. It’s well known that publisher services are not raking in the monster cash for Big G, and the supply side aren’t quite opening their purses as wide as the buy side.
Overall, though, the disenchantment was palpable over the fact Google cares a lot more about itself and its own product rather than the wellbeing-or welfare-of its publisher clients. And the new screenshot tool, which details line item and inventory tied to ad, works well… Under perfect circumstances. In addition, the key value reporting is quite beneficial, even if limited. The ability to adjust priority settings in deals seems non-existent, and some publishers were irritated by the requirement to actually build products to go with deals.īut the session wasn’t all complaints: publishers were impressed with the overlap-key-value function that enabled cross-referencing and layering with predefined key values. Deals are being reported as gross, not net, and troubleshooting with regards to data has been inaccurate. Programmatic deals have proven quite challenging. They also commented that the native user interface is very manual. Setting rules is difficult and publishers wished they could group inventory in bundles rather than at the ad-unit level. There was a desire for overall better visibility in programmatic. If the exchange and ad server are now virtually one, why are publishers saying they have more trouble compiling reports? A chief culprit seems to be an unwieldy interface that forces users to hunt down variables in multiple locations. This echoes what I heard a few months ago, and still kinda blows my mind. The biggest: inefficiencies in reporting. Despite a slow, deliberate rollout, a breakout session focused on working with GAM showed that many publishers were facing similar, sometimes surprising hangups. Shouldn’t that be to priority for an ad server-ensuring clients aren’t leaving money on the table?įrom what I heard at last week’s Publisher Forum in Austin, GAM ain’t a monster, but it’s a bit more of a feral beast than many publishers were expecting. I was-and still am-concerned that this move strengthens Google’s stranglehold on supply-side ad delivery and discourages demand-partner competition that… could make publishers more revenue. Scott Fitzgerald could be inspired by thousands of Gatsbys in digital advertising). “ Death of DoubleClick, Birth of a Monster?” screamed my headline when DFP and AdX officially merged to become Google Ad Manager (which I will refer to as GAM no matter what because I love Jazz Age slang-F.
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