Let’s see what happened this week in–surprise, surprise!–online advertising data:
- According to AdExchanger, “As of January, just 40% of brands said they are prepared for privacy laws and changes to third-party identifiers compared to 86% of ad tech vendors and 70% of publishers, according to research released by the IAB last week.”
- AdExchanger also tells us about DoubleVerify, “Gross revenue in 2020 was $244 million, a 34% increase from 2019 revenue of $183 million. The company’s 2018 revenue meanwhile was $104 million, reflecting a 75% increase from 2018 to 2019.”
- In 2020, “Polar saw revenue increase by 93% for its publisher solutions and 331% for its programmatic buy-side tools.”
- 20% of CMOs say they track customer lifetime value well, and 66% of CMOs track CLV by using the revenue per user.
- Non-feed ad placements for Facebook ads are plummeting: “In Q4 2019, the largest share of non-feed Facebook ad spend was allocated to either the right-hand column (2.2%) or in-stream video (2%). However, one year later, the share of ad spend dedicated for both the right-hand column and in-stream video dropped to 0.4% and 1%, respectively. Indeed, along with Facebook Stories, the right-hand column accounted for the smallest share of Facebook ad spend in Q4 2020. In the meantime, investment in Marketplace ads increased in Q4 2020, accounting for 2.7% of total Facebook ad spend, up from 1.9% in Q4 2019.”
Morgan Friedman has been building and running Display campaigns on top of GDN Network of Adwords, err, he means "Google Ads," for almost 15 years. Friedman is, by nature, an obsessive optimizer, and has been A/B testing every obscure option, configuration, strategy, and tactic on Display Ads. Oh and search ads, as well as figuring out how to grow companies and politicians from just the seed to hundreds of thousands of users, or voters, as well. His favorite number is eleven. He is weirdly proud of his series on this site of how philosophers would behave if they were PPCs.