Having worked for an email data company in a previous life, I’m used to the predictions that people love to make about the death of a specific marketing channel. Remember when Slack was going to kill email or Google+ was going to kill Facebook? We all know how those worked out.
With GDPR now in effect, I’ve been hearing a lot of predictions about the impending demise of programmatic advertising. What’s ironic is that greater transparency and protection of consumer privacy rights are very positive steps forward for the industry. So, for publishers who’ve never invested in programmatic, now is actually a great time to do so.
That being said, as with any investment of time, money and resources, companies should arm themselves with as much information as possible; consider what’s best for their business (instead of focusing on what everyone else is doing); and make sure that they understand the potential benefits and drawbacks of making such an investment.
The ad tech space is full of companies providing a wide variety of products and services for publishers. Not all of them will suit your needs or align with your business practices, so it’s important to do your research. Sovrn is the only exchange offering a free Consent Management Platform (CMP) to help publishers with GDPR compliance, instead of putting the burden on the publisher to figure out how to be compliant on their own.
Read the whole article here: 6 business questions for publishers to consider before investing in programmatic
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