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With the adoption of header bidding and first price auctions, publishers are winning again decision power on how to monetize their inventory, deciding the partners they want to work with, the advertisers that they keep a direct relation, and monetizing their audiences.
The trend for 2018 is probably a less dominant Google on the publisher side, and a drop of second price auctions, in favor of a thriving first price auction, introducing more transparency on the bid auctions.
On Exchange Wire, experts predict that “programmatic relationships will need to be centered around demand-path optimisation (DPO) to ensure unique demand sources, transparency, and trust in the buying process.”
First price auction will be a more vast reality: “new wave of header-bidding wrappers entering the market, which allows publishers to close a second-price auction based on first prices from all demand partners.”
In 2018 “we are going to hear a lot more about ads.cert, ads.txt, the first price, take rates.”
Quality will try to be ad-free: “Transition to subscription business models, monetizing their audience directly. Many low-quality content publishers will survive, albeit with ad-saturated pages and no brand recognition, further pushing audiences who care about quality into the arms of ad-free subscriptions.”
And finally, there will be ad tech consolidation. According to Michael Connolly, CEO at the ad-tech provider Sonobi, to Ad Age, the next year, with the GDPR, publishers will think the ad tech not only has a provider but also as a liability. So every implementation will be under review. “No longer will they only be creating an unnecessary ad tech tax. They will also be creating a liability,” he says.