'We felt uncomfortable with the lack of control': How DPG Media is reducing its reliance on Google ad tech | Canada News Media
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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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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

Lou Kesten

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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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