Bloomberg Media Is Shutting Off Its Open-Market Programmatic Advertising. The decision aims to improve the user experience. The decision to eliminate open-market third-party programmatic display ads tracks with a larger shift occurring in the media industry, as more publishers recognize the need to design their websites to prioritize readers, rather than over-stuff pages full of ad slots.
“The calculus is changing,” Troy Young, the former global president of Hearst Magazines, said. “Is the yield worth the negative user experience? If programmatic is a small percentage of inventory, yield is going the wrong way and you have a new means of monetization in reader revenue, more publishers are going to reach the same conclusion.”
It is sad that the publisher industry equates the programmatic advertising with negative user experience. It should not be the case. Luckily, there are companies or ad tech startups that try to fix this. Adrelevantis is one of them.
Adrelevantis has developed a technology – Content-Driven Advertising that displays ads relevant to publisher’s page content. It has integrated with programmatic advertising Open Source Prebid.js with Adrelevantis Bidder Adapter. Content-relevant ads mean better user experience while generating revenue. You can go to this blog to see the examples of Content-Driven Advertising.
Feel free to drop us a line at firstname.lastname@example.org or contact us at https://www.adrelevantis.com/ if you have any question or would like to know more about Content-Driven Advertising.