Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | An Interview with our Publisher team: Challenges
July 13, 2018 by IAS Team

An Interview with our Publisher team: Challenges

Insights
Publisher
Share:
An Interview with our Publisher team: Challenges

Last week, we introduced Laura and Chanel who head up the APAC Publisher team at Integral Ad Science. They identified some goals for publishers looking to maximise the value of their inventory. This week we’re looking into the challenges that publishers are struggling with and how we’re helping to overcome them.

1. As much as we might want to, we don’t live in a world that has 100% viewability. As the demand for media quality increases it creates pressure on supply, there will be a cap on supply and CPM’s will need to increase. If you’re a planner or a buyer reading this then you are probably sighing. You pay more to be first in break so advertisers will need to expect to pay more for ads that come with guarantees. If every advertiser demands media quality how are publishers to decide who to give this inventory too, it can’t be the top spender, price will be the decider.

2. Meeting advertiser media quality demands takes up a lot of operational time. Publishers have to manually optimise towards viewability and take a guess at what is and isn’t right for the advertiser when it comes to brand safety, all for not much more reward. We are not going to plug the product as much as I would like too but we can solve for all of this and take away the guesswork, giving the publisher time and labor back.

3. We have all received the dreaded email with a  subject line that reads ‘how did this happen’ accompanied by a screenshot.  One impression that is deemed to be risky in the advertisers eyes sets off what becomes a significant undertaking for multiple parties over a 24-48 hour window, usually resulting in an advertiser demanding a make good from the publisher. The advertiser knows what is and isn’t acceptable for the brand, it is then up to the agency and the advertiser to own that by taking control and putting the appropriate protection measures in place. I would love for agencies and advertisers to take ownership of this. It should not be on the publisher, you know your brand better than anyone. 

What all of this adds up to  is a revenue loss. The publisher isn’t equipped with the tools they need to reconcile the differences between demand and supply. We want to stress, that while these are current market challenges, they are also all resolvable if both the publisher and advertiser take the appropriate steps to change.

If you are a publisher experiencing these challenges and are looking for advice, please reach out to Laura or Chanel at infoanz@integralads.com.  

Next week, we look into the changing industry and what trends we are seeing from a Publisher perspective.  

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Masters of Media – Azmat Habibulla, Chief Marketing Officer, South Indian Bank
Masters of Media – Azmat Habibulla,…
Learn more ›

September 28, 2022 by IAS Teams

Masters of Media – Tim Whitfield, General Manager of Technology, WooliesX part of Woolworths Group
Masters of Media – Tim Whitfield,…
Learn more ›

September 13, 2022 by IAS Teams

Masters of Media – Joshua Lee, National Head of Digital & Data, Zenith Media Australia
Masters of Media – Joshua Lee, National…
Learn more ›

August 24, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.