Programmatic Advertising: 10 Reasons for Publishers to Create a Shared Super-App 👑📱 (1/2)

1. Beat the Pareto principle
Smartphone users have an average of 100 apps on their phones.

But do you know how many they actually use each day?

...
...

Answer: 5 😱

So the available spots are incredibly scarce...
Which makes hitting the jackpot even more appealing for the lucky few 💰💰💰

But to earn one of those spots:

You need an exceptionally strong content/value proposition ⭐⭐⭐⭐⭐

2. Authenticity ✅
Imagine an app where NOT JUST ANYONE CAN WRITE JUST ANYTHING.

🤖📰📰 In a future where AI-generated content and fake news are everywhere, that proposition will become even more attractive to readers 🤩

3. A seamless experience
Preloading helps ensure a smooth user experience while keeping users connected to content when they’re offline.

4. Standardisation
A single app with such enormous volumes that it can easily impose its own standards on buyers (e.g. offering ad breaks like CTV, with full-screen formats that can be skipped after five seconds).

5. Targeting capabilities
Users are more willing to consent to a login wall for a content super-app. This makes it possible to:

• offer precise targeted advertising that works across other environments (especially CTV).
• reassure advertisers that their money is reaching humans (not bots) 🚫🤖

6. Independence ⛓️‍💥

A go-to super-app that:

• becomes an alternative to Google Discover and social publishing (https://lnkd.in/ewYkdFCp)
• doesn’t feed competing platforms’ databases (https://lnkd.in/eRdZruvD).

7. Transparency 🪟
A transparent recommendation algorithm.
And users (subscribers) know where their money goes.

8. Fair remuneration 💰⚖️
The value generated by each user would be shared in proportion to the time they spend with each publisher.

9. Pooling costs 📉💵
Pooling resources to develop a single app.
Massive promotion using unsold advertising inventory.
Streamlining the advertising tech stack.

10. Follow the example of others 👩‍🏫
Even OpenAI is looking to turn GPT into a super-app (like WeChat) to counter Google, which wants to boost Gemini usage by pushing it into all its Android products.

That’s quite a few reasons to cross the Rubicon, isn’t it? 🤩

Original post: https://lnkd.in/ezrfpJjE