Why the new APEX mobile exchange matters for the future of publishers
It’s been a long road to today’s announcement of the APEX mobile ad exchange by Fairfax and Nine Entertainment Co, but it is the first step for premium publishers in wresting back control of their own ad prices from the likes of Google, argues Nic Christensen.
We often talk about how the traditional ad-funded media business model is broken in the digital age, print dollars being traded for the digital dimes and all that.
What we don’t do is talk about what can be done in digital to raise or maintain that cost per thousand impressions (CPM), drive the sale of unsold online ad inventory and ensure that premium content providers (aka. the publishers who are investing in journalism and bringing together the audiences) can actually pay their bills or even, heaven forbid, make a profit.
A real win for journalism in Australia. Google have an absolute disregard for the industry and this will provide necessary competition.
Great to see Pippa Leary back on the scene too. One of the pioneers of digital at Fairfax.
Intelligent well written and informative article – your days must be numbered.
How about doing a story – based on an Emperor sans clothes, Call it the “insane fixation on mobile advertising”. Start with who wants advertising on their phone – would you like it at home/work on a landl line? And how easy it is easy to ignore on a smart phone when you agree to accept it.. Billions wasted – largely on kids, and little evidence of success. Yeah, “we had remarkable succes, a 17% response rate to our offer of a free world trip for downloading an app etc.’ Try and find one example of a verifiable return on investment.
Of course, it’s hip to invest in mobile advertising – the mob down the road are in it,
I guess it could call for a new ‘ad age’ – “I know 95% of my advertising is wasted but the board doesn’t have a clue.” Thank God.
Good luck APEX. The market needs the competition.
Something is needed to stop total programmatic dominance by Google and Facebook. Keep the b@#$ards honest and keep the revenue in Australia and contributing to the tax base.
@george beard – bit grumpy mate? what happened? did you get disrupted?
the ‘insane fixation on mobile advertising’ you speak of?
it’s not actually a big media industry in AU
although massive amounts of people are using apps and mobile devices all the time – $$$ go where the eyeballs go right?
you can also find successful case studies out there
perhaps drop your pre-existing notions and take a look around?