Voice of the Publisher 1

in a Changing AdTech Landscape

Voice of the PUBLISHER Series

Publishers’ Priorities and Strategies

This paper, the first in the series, provides answers, key takeaways, and recommendations to 5 key questions:

Publishers were asked to prioritize three industry trends important to their role and company. The top 3 priorities showed a clear trend:

0.1

What Industry Trends Do Publishers Prioritize?

were concerned about the economy

57%

were concerned about ID loss

40%

focused on Attention metrics

52%

Publishers have different views on bid density in the supply chain. Contrary to common beliefs, only 37% of publishers actively focus on maximizing bid density as a programmatic strategy.

0.2

How Do Publishers Approach Bid Density?

Do not consider the maximization of bid density to be a key programmatic strategy

63%

30% of publishers prioritize SPO as a top trend. Among them, 53% consider their own reasons alongside demand partner influence, which is over three times stronger.

0.3

What Do Publisher Attitudes About Supply Path Optimization (SPO) Tell Us?

When evaluating monetization partners, publishers consider a range of factors. However, no single priority received more than 37% of the vote, and none received less than 19% among publishers' top 3 priorities.

0.4

How Do Publishers Evaluate Monetization Partners?

Publishers valuing Attention metrics prioritize unique creative formats. Video, Native, and Banner formats contribute significantly to high CPMs.

0.5

Why is Publisher Attention Shifting to Creative Ad Formats?

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Of publishers prioritize SPO for their own reasons, not just due to demand partners.

53%

of publishers agree that Native ads deliver better CPM than non-native in general.

76%

In a dynamic industry that’s undergoing disruptions on several fronts, how are publishers responding and evolving to be more effective? Emodo’s Voice of the Publisher Series aims to uncover rich insights into the publisher’s perspective on the present and future of programmatic ad tech.

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