"That's the challenge and opportunity facing publisher monetization networks like Freestar, says CEO Kurt Donnell on this week's episode of AdExchanger Talks. While Donnell acknowledges that "it's freaking tough for publishers right now," he believes the industry is coalescing around a push for greater transparency on all sides of the programmatic ecosystem - and that this transparency will "drive better outcomes for everybody," particularly publishers that aren't gaming ad auctions."
"For instance, Donnell says the industry's bickering over universal transaction IDs (TIDs) last year helped both the buy side and sell side understand the other's gripes when it comes to information asymmetry in programmatic auctions. And if that TID bickering prompted The Trade Desk to go to market with a suite of new publisher-facing products that give pubs a better idea of what the buy side wants, then it's in everybody's best interest, he says."
Digital publishers face simultaneous challenges from programmatic ad tech's 'flight to quality' and declining search-driven traffic. The industry is moving toward greater transparency across the programmatic ecosystem to reduce information asymmetry and improve auction outcomes. Universal transaction ID (TID) debates revealed buy-side and sell-side pain points and spurred publisher-facing product development from major buyers. Growth in media quality measurement and analytics providers gives publishers tools to prove content value and attract demand. Initiatives like auction transparency certification clarify rules, while publishers adapt by optimizing ad experiences and integrating answer engines to retain AI-driven audiences.
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