Demand for data-safe programmatic a saviour for Vice
Vice Media saw revenues from guaranteed programmatic deals increase 2.5x last year. Amid cost cutting and restructure, the publisher is one of many benefitting from post-GDPR brand demand for publisher and data-privacy safe environments (Digiday).
Key points:
- Advertisers increasingly nervous about using third party data in light of GDPR
- Guaranteed programmatic allows agency and publisher to sync data management platforms (DMPs) ‘guaranteeing’ desired audiences and prices paid to reach them
- Enables advertisers to question publisher over source of data and consent management platforms
- Can enable greater scale than private marketplaces
- Vice says guaranteed programmatic revenues rose 156% in 2018 off ‘sizeable’ base
- Video ads taking most of the action
GDPR is providing a lifeline for publishers as marketers shun third party data and the risk of non-compliance.
Digiday reports that some publishers saw revenues from guaranteed programmatic increase from low six figures to millions of dollars within six months as a result.
For Vice, that development could not come at a better time: Disney recently wrote off its $353m plus investment in the company that not long ago was valued at $5.7bn. Vice, like many other new media companies, has found its model susceptible to the same headwinds that have battered traditional publishers – namely all the money going to a few big non-content creating platforms.
With regulators asking tougher questions about consent management platforms – and the very definition of consent – publishers that can robustly answer those questions may find more business coming their way.
