“This annual report is just the tip of the iceberg. With our Industry Insight product, publishers have the ability to compare demand spending, CPM, media type, device, creative size and benchmark best practices and more to ensure growth above the market in real-time,” said Nils Lind, Founder/CEO.
NEW YORK (PRWEB) February 02, 2023
Assertive Yield, a leading provider of revenue & yield optimization solutions for digital publishers and SSPs, has released the AY Industry Insights - 2022 Programmatic Retrospective Report, its first annual publisher revenue & yield optimization research based on trillions of data points, pre-bid data and more than 75 billion impressions/month analyzed across its platform over the course of 2022. The AY Programmatic Advertising Benchmark Index data, which is anonymized, provides a comprehensive window into the market and helps publishers, SSPs and other programmatic players make informed business decisions rooted in actionable real-time data.
“Our first report of this nature provides publishers, SSPs and others in the programmatic industry with a valuable glimpse into 2022 market trends, performance and revenue & yield optimization strategies, using data from billions of impressions across various sectors and platforms. This allows publishers to make informed decisions about their revenue, yield optimization strategies and stay ahead of the curve in the rapidly-evolving programmatic advertising landscape. We believe that this data and analysis can be beneficial for any publisher looking to navigate the difficult market and improve their bottom line," said Nils Lind, Founder and CEO of Assertive Yield.
“This annual report is just the tip of the iceberg. With our Industry Insight product, publishers have the ability to compare demand spending, CPM, media type, device, creative size and benchmark best practices and more to ensure growth above the market in real-time,” Lind continued.
Assertive Yield’s 2022 Programmatic Retrospective Report provides a comprehensive overview and benchmark of publisher ad performance and revenue in 2022, using data from billions of impressions across various publishers and platforms. The report shows a lower Q4 performance compared to the previous year, but contextualizes it within the broader trend of strong growth in programmatic advertising in recent years. It also highlights some less obvious takeaways for publishers looking to optimize their yield in 2023:
The report also looked at the Google Ad Manager outage in December where for about two hours GAM just stopped working. Reports came from around the globe from publishers simply not seeing their display ads on the page - direct or programmatic. Assertive Yield’s real-time reporting capabilities notified users before many of them had any indication. Some of them stopped their paid traffic, risking losing algorithm momentum. When the service was restored, AY saw a bump in CPMs, which almost compensated for the lost impressions, resulting in a relatively similar revenue capture compared to the day before and the day after.
The report attributes the dip in demand to a combination of factors, including the typical seasonal slowdown that occurs in Q4 and the broader economic conditions. This suggests that publishers should take a more holistic approach to understanding market performance and consider the interplay between different factors such as seasonality, budget planning, and external economic inputs.
The report also examines the share of voice and revenue contributions of different bidders on various combinations of OS and traffic sources, providing valuable insights for publishers looking to navigate the competitive programmatic landscape. For example, Assertive Yield's data shows that while Appnexus, Rubicon, and Index Exchange are top SSPs with good overall coverage, traffic from Facebook, Outbrain, and Taboola may sometimes be monetized better by smaller bidders.
The report also provides a brief analysis on the difference between iOS and Android, U.S. and global traffic, providing publishers with a deeper understanding of the market and how to optimize their yield accordingly.
In November, Google turned the switch on a curious use of First-party data for ads personalization not available through third-party cookies (ahem, cough, iOS). According to the report, it was not the game-changer everyone was waiting for in terms of monetizing iOS traffic ever since they stopped third-party cookie support.
Although Q4 did seem a bit disappointing for publishers relying on their display inventory, the year had its perks for sites relying on affiliate revenue. The biggest affiliate network - Amazon, had not one but two events for the first time this year. On July 12-13th Amazon held its annual Prime Day in addition to an Early Access sale on October 11 and 12. Neither of them showed a significant increase on the programmatic side, although Amazon’s own SSP bid a bit more around it. Still, on the affiliate side, this was quite an opportunity to fill in the gaps.
Overall, the report provides valuable insights for publishers looking to optimize their yield and navigate the rapidly-evolving programmatic advertising landscape, providing a comprehensive understanding of the market and its driving factors, as well as deep-diving into the granular data on the different players in the market.
Please visit http://www.assertiveyield.com for more information or to download the report.
About Assertive Yield
Founded in 2019 by Nils Lind, Assertive Yield is a publisher-side revenue intelligence solution purpose-built for yield management, optimization, and traffic shaping. Assertive Yield helps digital publishers and ad networks like Perion, Enthusiast Gaming, and LADBible to understand and optimize advertising revenue by giving them the tools to understand the value of every visit, article, acquisition channel and advertising campaign in real-time. For more information visit: https://www.assertiveyield.com/