I hear Google’s DFP consent layer will only allow 12 ad tech vendors to be listed. Are you one of the lucky 12? @businessinsider has 32 ad tags on page. Publisher revenue is going to take a hammering post may 25.
For those unaware of the Lumascape, it is AdLand’s ‘Go to!’ guide when it comes to illustrating the sheer wealth of adtech partners and players that separates a marketer – the advertiser – from their goal, the consumer.
To get from one to the other, the modern marketer has to negotiate his or her way through a minefield of DSPs, DMPs, SSPs, agencies and all the rest to reach their target audience – Joe Punter, reading a publisher’s website.
Courtesy of GDPR, the Lumascape needs an additional layer come May 25th – because we now have a CMP to factor into our thinking; a Consent Management Platform.
That will come to separate publishers from their audience as individual and specific user consent is sought, by publishers on behalf of their adtech partners, to share someone’s personal data with third party players in that Lumascape landscape.
See pic above.
Actually, that needs clarification – as Ciaran O’Kane’s tweet revealed earlier this week.
For those publisher’s adopting Google’s CMP, publishers will be asked to seek consent on behalf of just 12 of their adtech partners.
Google’s Dirty Dozen.
That they have unilaterally decided will be enough for publishers to work with come May 26th.
The arbitrary imposition of such a choke-hold on a marketplace that can see publishers happily partnering with 30-plus adtech suppliers has irked the publishing community.
Who and what wins such a beauty contest is yet another question for them to answer within the next three weeks as Google flexes its muscles in the face of EU regulators’ demands for greater consumer clarity and protection data-wise.
‘Publishers hit out at Google ‘imposing’ GDPR policies’ ran the piece in The Drum.
“Your proposal severely falls short on many levels and seems to lay out a framework more concerned with protecting your existing business model in a manner that would undermine the fundamental purposes of the GDPR and the efforts of publishers to comply with the letter and spirit of the law,” was the quote from an industry-wide letter of complaint sent to the US ad giants – whose policies included the 12-partner limitation within their new CMP.
Consumers – as part of this new CMP – will be given a ‘Yes!’ or ‘No!’ choice as to whether they opt-in to sharing their data.
With certain surveys suggesting up to 90% of consumers will hit ‘No!’ so the chances of publishers upping their revenue with the more prized, targeted ads look slim to nil. It will be back to the bad old days of ‘pay and spray’ – hence Ciaran’s observation about the likely revenue impact on publishers’ already hard-pressed pockets.
Given that the existing journey through the Lumascape maze can cost them 70% plus of their advertising revenue.
There is another twist to this story.
And that is Addiply’s role in the Lumascape.
Because we don’t trade anyone’s data, rather offer a simple, straight-forward 85% revenue return for managing the basic act of any advertiser placing an ad themselves in front of an audience, we can cut out the Lumascape entirely and re-unite advertiser with consumer.
See pic above.
We don’t need a CMP because there is no third party data sharing. Nor are individual identifiers harvested and stored; we’re simply not that smart.
It is the same transaction as paying for a postcard in the window of your local Post Office; I have no idea who sees that ad – other than they must be local to me because they use that same Post Office. In our case in Norwich via MyFootballWriter.
It also means I, as a publisher, don’t need to pick a Dirty Dozen Google partner-wise.
I only need the one. Addiply.
How simple is that?