Show Us the Money
‘Platforms are not Forever': Hearst’s Troy Young on Platform-Publisher Relations (Digiday)
Platforms need the content, therefore publishers have more leverage than they realize. The value proposition of platforms centers on content. To avoid simply being sharing venues for friends and family, platforms need the headlines and the curated, well-written media.
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Publishers Need To Take Back Their Mojo From Facebook (AdExchanger)
Facebook will continue to see a reduction in organic original content and be forced to pay for more creators to share on the platform. Facebook engagement will decline within the U.S. and will be thought of less as a publisher and more as an advertising platform, leveraging its data monopoly across other assets, including Instagram.
'Real Change Needs to Happen:' Publishers Shrug at Platform Overtures (Digiday)
There have been new revenue initiatives, but each comes with a catch. Facebook risks a drop off of engagement for videos shorter than 90-seconds. Google AMP offers exposure, but not great revenue. And don’t even remind us of 2016’s metrics fiasco. In order to regain credibility, Facebook has submitted to the MRC for a measurement audit.
Leaked Report Shows How Much Money Publishers Make from Platforms (Business Insider)
Digital Content Next found that publishers generated 14% of their overall revenues on third-party platforms in the first half of 2016. The top platform was YouTube, followed by Facebook, and finally Snapchat. While these platforms drive huge traffic, they can also be seen as competitors for consumers’ eyeballs.
Amazon Wants to Help Publishers Make More Money From Ads (Wall Street Journal)
Amazon provides a unique cloud-based header bidding product, dubbed Transparent Ad Marketplace. It allows pages to load faster because the auction doesn’t happen on the publishers’ sites.
Google AMP Adds Source Links, Gets Facebook’s Attention (MediaPost)
Google AMP is courting publishers by allowing links directly back to their pages with faster loads times and less data usage. Facebook is “not standing idly by” and is allowing video ads in Instant Articles and offers Instant Articles in Messenger.
NYT Plans Daily Edition on Snapchat Discover (MediaPost)
In an effort to elevate editorial quality and provide a better advertising environment in Discover, Snapchat is partnering with the Times to weed out fake news, clickbait, and risque content. The Washington Post will also be joining Discover with multiple news updates throughout the day, seven days a week.
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