More Than 70% Of Publishers Use Programmatic Tools For Media Transactions

AOL Platforms on Thursday announced the findings of its “2016 Publisher Outlook: Monetizing in the Age of Mobile & Video” report. Among the results: More than 70% of publishers conduct their media sales using programmatic tools.

AOL Platforms is the unit within Verizon/AOL that focuses on media sales and solutions across mobile, desktop, and TV.

“Per our data, programmatic-based transactions continue to grow. Across the 300 publishers polled, the overwhelming majority cited a substantial shift toward programmatic marketing platforms," Matt Gillis, SVP, publisher platforms at AOL Platforms, told Real-Time Daily via email. Gillis said that programmatic technology is helping publishers increase the value of their inventory through data intelligence and a focus on optimizing their sales process.

Among the other key findings:

  • Seventy-five percent of the publishers polled will increase mobile investment in the next year.
  • Video is projected to be the No. 1 revenue driver for publishers in 2016.
  • Over 90% of those polled find off-site distribution(Facebook, Apple News, etc.)has had a positive impact.
  • The biggest mobile challenge for publishers is ad blockers (49%).
  • Nearly half of all publishers polled use header biddingtechnology.
  • Over 75% expect to expand subscription options in the next 12 months.
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