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What is ad tech focusing on this year?

What is ad tech focusing on this year?
By Neera from Blockthrough • Issue #2 • View online
First of all, a very Happy New Year from all of us here at Blockthrough! We hope you enjoyed your holidays.
For web publishers, January typically comes with a sharp decline in CPMs due to seasonal drop in ad spend. While it’s hard to fully counteract the January Slump, we’ve put together a guide on some tactics smart publishers use at this time to mitigate their losses.
In another feature, we asked four senior ad tech industry leaders—Paul Bannister from CafeMedia, Chris Quinn from Kijiji, Andy Atherton from Healthline Media, and Chris Krischnig from Snigel—about what they’re focusing on going into 2021. Their collective response, perhaps unsurprisingly… was identity. It’s a word we all heard a lot in 2020 and will probably continue to hear this year.
Finally, don’t miss our explainer on Google’s Core Web Vitals update. In May this year, Google will update its search algorithm to reward webpages that score well on “Core Web Vitals"—a set of metrics that Google thinks predict good user experience. By understanding, measuring, and improving their Core Web Vital scores before the update, publishers can ensure that they don’t suffer any nasty surprises in the form of search engine penalties.
We hope you enjoy this issue. If you have any feedback about this newsletter, just hit reply and send me your thoughts!

Recently published on the Blockthrough blog
How smart publishers deal with the January CPM drop
Identity is the top focus in 2021, according to these industry experts
Core Web Vitals: Google's new signals for ranking pages
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About Blockthrough
Blockthrough is the market leader in adblock revenue recovery and the most popular solution among the top 150 US-comScore websites. We help publishers monetize their adblocked audience using Acceptable Ads, while respecting user choice and experience.
Finalist, AdExchanger’s “Best Early Stage Technology Company”
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Neera from Blockthrough

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