Programmatic Advertising: But Who Could Create the Publishers’ Super-App? (2/2)

In our previous article, we listed the many benefits for publishers of adopting a shared super-app:
👉https://lnkd.in/ezrfpJjE

There are two ways to build this super-app:

1. Publishers themselves, through an alliance
🟢 Better control over the product. The most logical move.

🟠 But two major stumbling blocks:

• Running a cross-publisher app requires serious technical expertise.
• Getting several parties to agree is complicated = difficult to scale internationally.

2. One (or more) technology specialists
That’s what happened in the music industry with Spotify, Deezer, etc.
🟢 Easier to set up and scale internationally.
🟠 But beware of recreating a situation of dependency.

So which third-party player might have a strong interest in launching such an ambitious project on a global scale?

Hmm, let’s see...

Could there be:

👨‍💻 a technology player
💰 with VERY substantial financial resources
🤝 already managing a lot of advertisers’ media spend (so it could easily redirect spend towards the super-app)
🔐 often criticised for lacking exclusive inventory compared with its competitors
💾 which has already tried to build its own sell-side ecosystem (with a CTV operating system, for example)
💍 whose fate seems intimately tied to that of the Open Web

See where we’re going with this? 😉

It wouldn’t be such a bad move to:

💵💵 dramatically increase the value of the Open Web’s billions of pieces of content
👑📱 on digital’s number-one device

Don’t you think?

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We offer two things:

👑 One Master_Deal_ID that drastically cleans up inventory AND aims to bring fragmented targeting together
💡 Consultancy services covering programmatic and curation

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Original post: https://lnkd.in/emfe8m_f