For a while it’s been clear than something has needed to change. The sheer amount of garbage inventory in online media has been both increasing and having an increasing amount of light shone upon it. It comes in many forms: outright fraudulent ads, poor creative ads selling for pennies, too many ads on a publisher site with no attention paid to placement or relevance, viewability – or lack thereof, and, in short, just way too much inventory in the market. In 2013, the last year for which I could find numbers, over 5 trillion ads were served worldwide, excluding Google Ad Words. That’s a lot of inventory.
For the industry to reach its next level of maturity and growth, there needs to be a reckoning. The analogy I’ve been using lately is that of a controlled burn and the cycle of fires that permit forests to grow. In order to move on there needs to be large, global effort to cut down on the sheer volume of ads, burn out the deadwood if you will, and allow new ad formats to flourish, buyers to regain trust in ads, and show consumers that not all online ads are as terrible as the ones driving them in droves to install ad blockers.
Part of this work has recently been done by AppNexus who report some positive news regarding yield on ads once a house has been cleaned. The company claims that claimed that by eliminating bad traffic running through its platform has led to an increase in the price advertisers are willing to pay — a fact that has been in question until now. Earlier this year, a separate initiative from the ad tech platform seeing view through rates rocket by 77 per cent.
AppNexus has claimed this resulted in the average clickthrough rates (CTR) jumping 46 per cent compared to 12 months earlier, with publishers selling inventory via the platform also seeing a 255 per cent jump in average CPMs, according to the report.
So dynamic was the supply-and-demand effect that the average CPM rate hit an all-time high of $1.76 on 29 September (the average for the quarter was $0.64), with average CTR hitting 0.062 per cent, compared to 0.043 per cent 12 months earlier.
In addition, the implementation of AppNexus IQ has also seen the average viewability rate increase 77 per cent compared to 12 months earlier, although the average viewability rates on the platform remained below 50 per cent during the period.