Publishers: Here’s Why Your Display Ads Are Getting Crushed By Social and Search
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Ask an industry old-timer about the early days of display, and they’ll regale you with tales of huge CPMs and click-through rates that seem impossible when compared to today’s standards. Display is a ubiquitous part of the web experience and part of every advertiser’s digital plan. Publishers lean on it heavily for revenue, and display is a proven commodity for delivering campaign results. Display buying strategies such as automated buying are gaining momentum, and adoption from buyers and would seem to indicate that display has its groove back.
It may come as a surprise then to hear that display is badly broken. But it is, and it needs fixing lest it lose traction in the marketplace. A number of big publishers have eschewed automated selling have kept their premium inventory free of these tools. This is happening just as non-standard IAB display units from search and social are commanding the majority of digital revenue, which is a bad sign for traditional publishers.
Time to Automate
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