An interesting read from Nieman Journalism Lab on the state of the digital advertising market. Writer Ken Doctor notes that while digital advertising overall has been growing at 15 per cent a year (in the US), revenues have flat lined for news publishers. He writes:
Publishers describe their digital ad woe with these terms: “price compression,” “bargain-basement ad networks,” and “death of the banner ad.” Each describes a world of hyper-competition in digital advertising — a world of almost infinite ad possibility and unyielding downward pricing pressure.
Doctor identifies technology as a key reason for much of the above. He continues:
[Y]ou’ll see lots of talk of the ad-tech stack, and who owns it. Google, of course, owns much of it, through its successive AdWords/Doubleclick/AdMob and more creations, acquisitions and integrations. Its stack is so efficient that many publishers feel compelled to use it, though they are wary of getting their businesses tied ever more directly to Google.
You can continue to read The newsonomics of climbing the ad food chain here.