The Rebooting State of Publisher Ad Revenue Survey

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* 1. Do you work at a publisher?

Yes

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* 2. How confident are you in the stability of your ad business?

Extremely: We fully expect strong growth

Very confident: We expect to expand incrementally

Neutral: Ad revenue is not expected to be a main business driver

Pessimistic: Ad revenue will more likely decline in the coming years

Resigned: We do not anticipate advertising to grow

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* 3. Compared to Q1 2023, how has your ad business fared?

Up 20%+

10%-20%

Flat-10%

Down under 10%

Down 10%-20%

Down more than 20%

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* 4. Rank the following challenges your ad business faces:

Declining traffic

Signal loss

Keyword blocklists

Budget shifts to performance marketing on platforms, retail media, etc

Increased competition from other publishers

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* 5. Which revenue sources are growing fastest at your organization?

Open programmatic ad sales

Direct ad sales

Commerce/affiliate

Subscriptions

Events

Other (please specify)

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* 6. What percentage of your ad revenue is direct sold?

None

<25%

25%-50%

50%-75%

75%-100%

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* 7. Compared to Q1 2023, how has your direct sold ad business fared, including programmatic guaranteed and private marketplace?

Up more than 20%

Up 10%-20%

Up under 10%

Flat

Down under 10%

Down 10%-20%

Down more than 20%

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* 8. If direct sold advertising is up, what impact has it had on sales?

Revenue has increased as a result

Neutral

Revenue has declined as a result

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* 9. Compared to Q1 2023, how has your open programmatic ad business fared?

Up more than 20%

Up 10%-20%

Up under 10%

Down under 10%

Down between 10% and 20%

Down over 20%

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* 10. How much impact will the phasing out of the third-party cookie have on your business?

Existential risk

High risk

Moderate

Minimal

None

No idea

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* 11. If you don’t have a video player or have one on less than 25% of your pages, what are the reasons? (Select all that apply)

Negative user experience

Lack of monetizable content

Lack of video ad demand

Limited resources/team

Workflow challenges i.e. placing video on pages

Other (please specify)