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‘We felt uncomfortable with the lack of control’: How DPG Media is reducing its reliance on Google ad tech

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DPG Media is joining the likes of Axel Springer, Salon and Bloomberg in taking back control over how its media is monetized.

“We felt uncomfortable with the lack of control we had over the spend coming into our network, which was on the Google platform,” said Stefan Havik, DPG Media’s chief digital officer. “We didn’t know who was buying or for what price as a result of this so we changed our advertising stack.”

To do this, the publisher recently rolled out its own version of Google’s Ad Manager tool, but with a more streamlined approach.

Like its namesake, DPG Media’s Ad Manager functions similarly to an ad exchange, but with a unique twist — now it’s the publisher that has direct control over which inventory is sold to advertisers. And the best part? Advertisers can buy it all directly, without Google or any other middlemen getting in the way. Normally, they’d have to go through demand-side platforms and other ad tech vendors, but not anymore.

However, don’t mistake it for a typical demand-side platform (DSP). DPG Media’s Ad Manager doesn’t prioritize extensive brand safety or fraud controls.

According to Havik, those issues are more prevalent when buying through ad tech intermediaries rather than directly from publishers. He emphasized that when advertisers purchase ads on their platform, they know exactly what they’re getting and where the ads will appear.

In theory, this should mean more of that money goes toward showing ads — i.e. “working media” — than on things like ad tech fees and other costs. So let’s say a marketer wanted to bid on DPG Media’s inventory at €2.50, for instance. If the bid was made through ad tech then they’d probably have to bid more — say €3.50, for example — to make sure the publisher gets the €2.50 after all the ad tech fees have been subtracted.

“We made our platform free so we don’t take any fees,” said Havik. “And the fee that gets freed up from not having to be spent in the traditional supply chain is left with the advertiser to decide what they do with it.”

Advertisers can still use their own independent DSP to buy ads from DPG Media. They just won’t be able to do so for any of its customized formats nor will they be able to use the ad tech to buy ads with an alternative ID. Instead, those advertisers will have to use DPG Media’s audience data to target its readers.

“From an identity perspective, the identity in our network is first party and is stable,” said Havik. “If you buy from our network [Ad Manager] then the identity of the audience lasts a lot longer than the typical week-long-period you’d get if you used a DSP.”

This stance isn’t likely to change. Like other publishers, DPG Media doesn’t back alternatives to the third-party cookie it can’t control. As Havik explained: “We don’t support any of those universal ID solutions because we believe they’re not sustainable.”

There aren’t many publishers that can afford to take this stance. Refusing to work with those solutions means refusing the ad dollars that get spent on the back of them. DPG Media, however, can do so because it has a scale that alternative IDs don’t. Moreover, DPG Media’s ad tech seems to perform well against other ad tech vendors — at least according to the early tests.

For the last year or so, the publisher has been running closed beta tests with advertisers and agencies including IPG’s Matterkind, Omnicom, Renaul, Decathlon, Accenture and Germany’s MediaMarkt. During this time, the publisher said ads bought via the DPG Ad Manager had a 39 percent lower cost per thousand viewable impressions (vCPM) and 43 percent lower cost per conversion (CPA), compared to other established platforms.

“With performance up to three times better than the campaign average, we manage to create relevant value for our clients within Ad Manager and exceed expectations,” said Tim Rowinkel, the programmatic director at OMD.

Getting to this point has been a long and arduous uncoupling from Google. Since 2019, it has replaced Google Analytics with competitor Snowplow, built its own platform for sharing its data, and also decided to reduce the amount of ad inventory it sold in the open market where the price of ads is determined in real-time auctions.

“We’ve tried to focus on creating products that will make our advertising work better, rather than focusing on doing what we can to increase margins or CPMs,” said Havik. “I don’t care about those things. I only care about making sure our network is performing well, and competitively from a direct response or branding perspective, versus Facebook and YouTube.”

It’s uncertain if this will be persuasive enough to sway more advertisers to join the movement, as they tend to stick with the established norms. However, if there’s ever a right time for them to embrace the vision of publishers like DPG Media, it’s now. As the industry moves close to limitations on third-party addressability, it will become increasingly challenging for advertisers to overlook the moves made by these publishers.

Whether this is enough to convince more advertisers to follow suit remains to be seen. They’re not known for deviating from the status quo. That said, if they are going to buy into what publishers like DPG Media are trying to do then now is as good a time as ever. The closer the industry gets to third-party addressability being throttled the harder it’s going to be for advertisers to ignore what these publishers are trying to do.

“This type of move could work, particularly with publishers that have a large direct business,” said Sasha Auzins, co-founder and chief operating officer at media consulting business Elaboration. “Integrations would be the key, how the platform connects into the programmatic ecosystem as well as what segmentation capability is built in. GAM is a full featured product, so the detail on which features the DPG platform includes would be important.”

 

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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Trump Media & Technology Group Faces Declining Stock Amid Financial Struggles and Increased Competition

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Tech News in Canada

Trump Media & Technology Group’s stock has taken a significant hit, dropping more than 11% this week following a disappointing earnings report and the return of former U.S. President Donald Trump to the rival social media platform X, formerly known as Twitter. This decline is part of a broader downward trend for the parent company of Truth Social, with the stock plummeting nearly 43% since mid-July. Despite the sharp decline, some investors remain unfazed, expressing continued optimism for the company’s financial future or standing by their investment as a show of political support for Trump.

One such investor, Todd Schlanger, an interior designer from West Palm Beach, explained his commitment to the stock, stating, “I’m a Republican, so I supported him. When I found out about the stock, I got involved because I support the company and believe in free speech.” Schlanger, who owns around 1,000 shares, is a regular user of Truth Social and is excited about the company’s future, particularly its plans to expand its streaming services. He believes Truth Social has the potential to be as strong as Facebook or X, despite the stock’s recent struggles.

However, Truth Social’s stock performance is deeply tied to Trump’s political influence and the company’s ability to generate sustainable revenue, which has proven challenging. An earnings report released last Friday showed the company lost over $16 million in the three-month period ending in June. Revenue dropped by 30%, down to approximately $836,000 compared to $1.2 million during the same period last year.

In response to the earnings report, Truth Social CEO Devin Nunes emphasized the company’s strong cash position, highlighting $344 million in cash reserves and no debt. He also reiterated the company’s commitment to free speech, stating, “From the beginning, it was our intention to make Truth Social an impenetrable beachhead of free speech, and by taking extraordinary steps to minimize our reliance on Big Tech, that is exactly what we are doing.”

Despite these assurances, investors reacted negatively to the quarterly report, leading to a steep drop in stock price. The situation was further complicated by Trump’s return to X, where he posted for the first time in a year. Trump’s exclusivity agreement with Trump Media & Technology Group mandates that he posts personal content first on Truth Social. However, he is allowed to make politically related posts on other social media platforms, which he did earlier this week, potentially drawing users away from Truth Social.

For investors like Teri Lynn Roberson, who purchased shares near the company’s peak after it went public in March, the decline in stock value has been disheartening. However, Roberson remains unbothered by the poor performance, saying her investment was more about supporting Trump than making money. “I’m way at a loss, but I am OK with that. I am just watching it for fun,” Roberson said, adding that she sees Trump’s return to X as a positive move that could expand his reach beyond Truth Social’s “echo chamber.”

The stock’s performance holds significant financial implications for Trump himself, as he owns a 65% stake in Trump Media & Technology Group. According to Fortune, this stake represents a substantial portion of his net worth, which could be vulnerable if the company continues to struggle financially.

Analysts have described Truth Social as a “meme stock,” similar to companies like GameStop and AMC that saw their stock prices driven by ideological investments rather than business fundamentals. Tyler Richey, an analyst at Sevens Report Research, noted that the stock has ebbed and flowed based on sentiment toward Trump. He pointed out that the recent decline coincided with the rise of U.S. Vice President Kamala Harris as the Democratic presidential nominee, which may have dampened perceptions of Trump’s 2024 election prospects.

Jay Ritter, a finance professor at the University of Florida, offered a grim long-term outlook for Truth Social, suggesting that the stock would likely remain volatile, but with an overall downward trend. “What’s lacking for the true believer in the company story is, ‘OK, where is the business strategy that will be generating revenue?'” Ritter said, highlighting the company’s struggle to produce a sustainable business model.

Still, for some investors, like Michael Rogers, a masonry company owner in North Carolina, their support for Trump Media & Technology Group is unwavering. Rogers, who owns over 10,000 shares, said he invested in the company both as a show of support for Trump and because of his belief in the company’s financial future. Despite concerns about the company’s revenue challenges, Rogers expressed confidence in the business, stating, “I’m in it for the long haul.”

Not all investors are as confident. Mitchell Standley, who made a significant return on his investment earlier this year by capitalizing on the hype surrounding Trump Media’s planned merger with Digital World Acquisition Corporation, has since moved on. “It was basically just a pump and dump,” Standley told ABC News. “I knew that once they merged, all of his supporters were going to dump a bunch of money into it and buy it up.” Now, Standley is staying away from the company, citing the lack of business fundamentals as the reason for his exit.

Truth Social’s future remains uncertain as it continues to struggle with financial losses and faces stiff competition from established social media platforms. While its user base and investor sentiment are bolstered by Trump’s political following, the company’s long-term viability will depend on its ability to create a sustainable revenue stream and maintain relevance in a crowded digital landscape.

As the company seeks to stabilize, the question remains whether its appeal to Trump’s supporters can translate into financial success or whether it will remain a volatile stock driven more by ideology than business fundamentals.

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