CloudSense blog

As we face down an unstable economic climate and recession, businesses worldwide need to act quickly to weather the storm. In particular, enterprises need to prevent their key players from being held back by standard challenges that will only be exacerbated by these financial pressures.

Thanks to a combination of rapid digitization and the odd pandemic here and there, the competition for online ad dollars has increased dramatically in recent years. But despite the challenges the growth in digital ads is creating opportunities for smaller publishers to siphon some of those dollars.

Earlier this year, CloudSense hosted a media-themed roundtable event in the Asia-Pacific region, with attendees from Australia, New Zealand, Singapore and more. Our speakers had excellent media credentials: David Rowley, Senior director of data and identity product platforms, products, and platforms at NewsCorp USA, and Carolina Fernandez, Platform solutions consultant for AdForm, and former Director for customer success and Ad Operations at Advanced Local/Condé Nast. We summarized the key points from the first half of the roundtable in this blog. Below, we’ve put together highlights from the remainder of the event.

After a successful roundtable event in North America, CloudSense hosted a follow up media roundtable event in the Asia-Pacific region, with attendees from Australia, New Zealand, Singapore and more. The speakers had excellent media credentials: David Rowley, Senior director of data and identity at NewsCorp USA, and Carolina Fernandez, Platform solutions consultant for AdForm, and former Director for customer success and Ad Operations at Advanced Local/Condé Nast. Below, we’ve put together highlights from the event.

In today’s hyperconnected world, collecting consumer data from every touchpoint is essential. From changes in privacy regulations, GDPR and the demise of cookies, the saying that “change is the only constant” remains an undeniable truth within the media industry.

We have recently explored how the past few years have ushered in major changes to the media ad sales space: the digitization of audience consumption habits has accelerated, print and other traditional media types have waned, and marketing departments find themselves having to do more with less and re-focussing their strategy on digital advertising, as budgets were slashed.

On 7 December 2021, CloudSense hosted an exclusive roundtable event led by LiveIntent CMO Kerel Cooper and CloudSense VP of Media Solutions Stuart Schauman. Together they explored the many challenges and changes facing the publishing industry, particularly as they impact return on investment and profitability.

Well, 2021 was quite a year. Although optimistically predicted to be a return to normal back in January, if anything it was even stranger than 2020.

The combination of recent world events and the ongoing move towards a digital-first world have caused a major shift in the way marketers think about promoting their products and services.

It’s hard to believe that we are approaching the end of 2021; the past two years really do feel like a blur, and we have emerged out the other end in a significantly altered digital ad sales landscape.

Whether you are on a diet or not, the constant reminders of - and pleas to consent to - cookies as we navigate the internet are something we all became quietly resigned to in recent years.

Advertising - for better or worse - is an inescapable part of modern life, but it’s sobering to learn quite how much our exposure to it has grown in just a few decades.

The ongoing proliferation of media channels that businesses can advertise through has given marketers more choice than ever in how they promote their products and services. This has compelled them to think more strategically - scientifically, even - about the specific media channels they choose to employ.

The publishing and advertising landscape has undergone massive changes in the past quarter of a century, and even to this day digitization is exerting unexpected forces on the industry, e.g. the predicted accelerated growth of VR advertising and e-sport advertising.

How we consume media, the delivery of media and the way we pay for media is always changing. So it’s no surprise the industry is undergoing major transformation with new trends, new processes and new technologies.

We’ve written before about the risks of running a patchwork of unrelated systems for your ad operations, and how a central hub can help media organizations streamline their ad sales.

Fulfilling your entire ad sales cycle means you’ll need to integrate with other systems. And as digital advertising has boomed, so has the amount of ad tech available.

A poorly integrated patchwork of systems is a common problem for Media businesses.

Waves of digitalization continue to wash over the Media industry.