Category Archives: Adtech

Google News India stats

As per this story from The CapTable, Google’s News Showcase offers Indian publishers $25 million annually.

Google controls between 70-90% of web traffic to news sites.

It generates at least a third of digital advertising revenue for the top news producers.

Google India’s annual revenues crossed $5 billion in 2023.

$80-100 million of this came from advertising revenues from news publishers.

Does this mean that total digital ad revenues of Indian news publishers is not more than $300 million?

Advertising Landscape 2021

This Martech Series article talks about digital advertising’s challenges and areas of growth in 2021.

The key points in the article are:

Mobile first-future is already here
The most sought-after content is video
CTV matures as an advertising medium
The ongoing rise of audio content
The wave of new DSPs
Cookie depreciation and need for common ID
IDFA consent and the new iOS landscape
New approaches to cross-platform attribution
AI and ML are taking root in the market

Agree with the author, Yaroslav Kholod, on how critical first-party data will be to digital advertising going ahead.

In the face of the looming phase-out of advertising IDs and the absence of viable alternatives (so far), marketers have to focus on their first-party data. Capabilities to collect, segment, and activate owned data are must-haves to remain competitive in this new market.