{"id":301879,"date":"2021-12-06T12:23:00","date_gmt":"2021-12-06T12:23:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/masters-of-media-qa-with-tom-page\/"},"modified":"2023-07-27T05:02:42","modified_gmt":"2023-07-27T05:02:42","slug":"masters-of-media-qa-with-tom-page","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/masters-of-media-qa-with-tom-page\/","title":{"rendered":"Masters of Media – Q&A with Tom Page"},"content":{"rendered":"\n

In this \u201cIAS Masters of Media\u201d series, we speak to the people behind the IAS brand on all matters digital.<\/em><\/strong>\u00a0Meet Tom Page, our Director Publisher and Platform.<\/p>\n\n\n\n

Tell us about yourself and your role at IAS<\/strong><\/p>\n\n\n\n

My role is to evolve the IAS  publisher narrative. Historically, we have been very successful as a buy-side focused company, but we have a significant suite of sell-side focused tools too – and they will be more important than ever for publishers in 2022 and beyond.<\/p>\n\n\n\n

To start with, I\u2019m 100% focused on getting \u2018in the room\u2019 with publishers, simply to listen. After that, we can continue to work together\u00a0 to help them maximise yield and drive revenue.<\/p>\n\n\n\n

How does IAS support premium publishers in these challenging times<\/strong>?<\/p>\n\n\n\n

For now, I want publishers to continue to be thinking of us as the first port of call with any brand safety and suitability issues, relating to our numbers. We are under no illusions that brand safety can be a headache when you\u2019re on the receiving end of it.<\/p>\n\n\n\n

How can publishers maximise their yield using IAS?<\/strong><\/p>\n\n\n\n

Primarily, targeting and optimisation. Targeting can be contextual as well as based on brand suitability or viewability. The chances are, if publishers have a campaign that has any of those KPIs, IAS has a solution to deliver it efficiently, with minimal effort. The cherry on the cake is that your clients are probably using the same segments already.<\/p>\n\n\n\n

What is the biggest challenge publishers face in 2022?<\/strong><\/p>\n\n\n\n

Simply put, the biggest challenge publishers face in 2022 is the same that it has been for the last five years. Let’s say it again though: 80% of digital ad spend goes straight to the platforms. Publishers already have quality content – it is just about bringing them up to parity in targeting and ease of access. Success stories like The Ozone Project and Planet V are making scalable activation against premium content easier than ever, which is great to see.<\/p>\n\n\n\n

What solutions are available to publishers as Google sunsets third-party cookies?<\/strong><\/p>\n\n\n\n

The reality is, this is something that ultimately makes targeting harder for anyone with an audience-based revenue stream derived from the open web. <\/p>\n\n\n\n

Fortunately, it looks like the world is turning back to the use of contextual, and first party data, and the technology for activating against both has rapidly improved. However, we all have a job to do in terms of ensuring that agencies and brands seize that opportunity.<\/p>\n\n\n\n

What is your advice to the next generation of media execs?<\/strong><\/p>\n\n\n\n

I would highly recommend getting a wide range of experience on the buy, sell, and vendor side of the industry. Being able to understand the perspectives, challenges and goals of all three is absolutely invaluable, and you may find you like one sector more than the rest!<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

In this \u201cIAS Masters of Media\u201d series, we speak to the people behind the IAS brand on all matters digital.\u00a0Meet Tom Page, our Director Publisher and Platform. 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