Google and Facebook are still the kings of online ad revenue, with estimated 2021 revenues of $210 billion and $117 billion respectively. But Amazon last week revealed it had $31 billion in ad revenue in 2021, ending much speculation and confirming its Number Three position. It already sells more than YouTube and is growing very, very fast.
I’m sure you heard about Facebook’s statement that Apple’s new privacy restrictions could cut $10 billion from its 2022 ad revenuel, so I won’t bother to report it. But here’s a bit more background from PubMatic, which found that 41% of iOS 14.5 ad requests still have the IDFA device ID, meaning the user opted in. That’s down from 75% on pre-14.5 devices. PubMatic also reports that ads with IDFA sell for 2.4 times the price of those without.
Here’s more about adtech: Paris-based Weborama has purchased Adways, which shows video ads by overlaying them on or around editorial content, thus ensuring they cannot be skipped. It’s a new role for Weborama, whose current business is based on using semantic analysis to classify web content for contextual ad targeting.
Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed. It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization. This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.