This bit and the results from ad-mongers Google and Snap seem to be saying there are big changes afoot in the online advertising biz.
From TalkingBizNews, October 26:
Bloomberg Media CEO Scott Havens writes about why it’s dropping programmatic advertising at the end of the year:
Since stepping into my role as CEO in January, I have asked the team to fully commit to thinking “audience first” with every action and decision we make, by investing the time to understand our customers across every platform we operate and to focus on building features, products and businesses that super-serve them.
We connect with some of the most valuable audiences in all of media – high-achieving, highly-informed and highly-coveted by marketers. As such, we need to be more attuned to the user experience of these modern leaders across the entire Bloomberg Media global product suite. That means making impactful changes to an advertising business that has grown for nine straight quarters.
Recently, we’ve decided to take a major step in developing a modern digital experience that supports this “audience first” mentality and creates an optimal environment for our trusted brand partners to reach the world’s most influential leaders.
Starting January 1, 2023, Bloomberg Media will no longer allow third parties to sell ads to our audience through open-market third-party programmatic, or other non-direct sold “demand channels,” across our website and apps. Going forward, if brands want to reach our audience, they’ll need to work directly with our world class media team.
Here are the key reasons why we’re doing this:
- We want to create a better ecosystem for our users. Reducing the volume of ads, and the number of ‘ad calls,’ will allow for easier consumption of content, and speed up our platforms....
....MUCH MORE
