Fairfax mulls removing ad inventory from third party exchanges, reveals boss Chris Janz
Fairfax Media is investigating moving away from third party ad exchanges to give it greater control of its inventory, the boss of the publisher’s metro division Chris Janz has revealed.
The move comes as publishers around the world become increasingly concerned that ad exchanges – including well known ones – are purporting to sell ads on their sites which are actually running on faked domains. As a result, all of the revenue goes to the criminal sites, rather than the publisher, while the brand’s ads do not appear where they think they will.
Speaking at Mumbrella’s Publish conference, Janz told a panel on the issue of media trust that there were problems in the ecosystem.
Goodness. Fairfax seems to be catching up with 2007.
Surely there’s a place for both direct sold (premium inventory, custom formats) as well as progromatic for unsold/remnant inventory. If worried about quality/brand safety/transparency etc – and who isn’t? – trade progromatic via a Private Market Place
SSP’s, like the old publisher representation networks (Ad2One, Sensis, MCN) are on their way out.
They will still be around, but just wont have the premium publishers for much longer. They will end up owning the longtail end of the pub’s who can’t afford to employ sales staff for premium inventory sales.
I think SSP’s have forgotten that publishers have been hurt and don’t trust programmatic. It’s only natural they will learn and move towards creating their own solution enabling them control the sales strategy and to keep the money they are currently paying to SSP’s for themselves.
SSP’s are on their way out?