India’s publisher ecosystem is undoubtedly becoming fragmented, with over nine native advertising players having a presence in the market. While publishers have an ample choice of partners to choose from, they struggle to find the right partner that fits their needs. In that light, publishers have entered a phase of re-discovering themselves. The ecosystem has changed significantly post the launch of Jio, the largest 4G network in India, and the rise of content consumption on a multitude of devices and platforms.
The factors contributing to most publishers in India to move to a mediation model are:
1.Hedging their bets from a single partner
Choice is important. The route of publishers needs to be more cautious and heedful about the tech companies they take decision to partner with. It is crucial to look beyond only at the bottom line and majorly consider which partners fit their own company values and vision for the future.
2.Better product control
Previously, publishers were slow to implement the changes required to adapt to the new world. However, with better control on the flexibility of placements with many mediation partners rather than a single partner, publishers will be able to exert better quality in the advertisements they promote on their page. Furthermore, publishers will have more control on how the site appears for a consistent and better user experience through a user-oriented approach. With the Indian market being a very supply centric market, product control contributes to a huge demand-supply gap, which tends to drop RPM for publishers.
3.Better RPM’s and revenue
Empowering publishers to choose their partners will allow them to make the best decision when it comes to prioritising inventory quality. By having the leverage for better negotiating terms, given the number of partners to choose from, publishers will have better RPM and revenue opportunities as a result of selecting the right partner based on inventory quality. This will help publishers to stay profitable while keeping a sweet spot for satisfied users. Ultimately, publishers will be able to utilize revenue by generating the best tools for their page.
Authored by Sandeep S Balani, Head of India – Outbrain
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