Selling online advertising will soon have to do without third-party cookies. The media are therefore looking for ways to maintain or even improve the quality of ad space and make the most of it. This was discussed at the SAS meeting.
The ending of third-party cookie support and the need to focus on first-party data may bring new opportunities for publishers and online content providers to collaborate, making them more “resilient to the power of global players”. This is one of the conclusions discussed at a meeting hosted by SAS, the platform through which domestic media houses handle online advertising.
New tools for booking advertising are emerging in European countries, for different types of media – not only online, but also digital outdoor or TV. Predrag Ristić, Digital Sales Lead for Central Europe at SAS, cited the example of the UK commercial TV group ITV, which is itself creating the second largest programmatic network in the UK market, enabling it to offer its largest clients and agencies custom data in every booking. It is also a premium content creator, and thanks to its network it is not dependent on the big technology players to sell advertising. “Booking tools are owned by publishers, so they have control of the data. It’s a great opportunity for media houses to manage their ad space themselves. Their main competition is Google, not the local media players,” he explained. He added that GAMA companies (Google, Apple, Meta, Amazon) control about half of the ad space, from which they manage to pull up to 80% of the ad money.
Also, according to Rickard Ebersjo, co-founder and CEO of Adssets, a change in the market is coming because the new legislation introduces stricter conditions for the handling of personal data. “A lot of publishers are entering the market and working with data in their own ecosystems,” he mentioned. However, he also believes that publishers are undervaluing their premium inventory, which he believes is underrepresented in ecosystems. At the same time, buying ad space should not be complicated and should not fill too much time. “Still, about half of ad space management time is spent on administration,” he said. He then sent encouragement to publishers of print titles that by combining print and digital ad sales, the decline in ad revenue in print editions can be significantly reduced.
The ensuing discussion included the expected development of retail media in the Czech market (more here), which most of the panelists identified as a big financial and data opportunity.
Internet operators will then have to cope with the emerging transformation of the entire ecosystem. It is mainly caused by the discontinued or soon to be discontinued support for third-party cookies, which is forcing publishers to switch to a new way of working with first party data. The first steps in this direction have already been taken by CPEx in cooperation with Seznam.cz, which has experience in selling part of its inventory using first-party cookies. “It is already possible to buy from us on the basis of first party data and l