Primary Publisher Challenges When Monetizing Digital Inventory
Q. 39. What are challenges when executing a DE&I dedicated budget programmatically?
Q. 71. What are the primary challenges you encounter in monetizing your digital inventory?
TripleLift Proprietary Study "State of DE&I Commitments in Programmatic Advertising" DE&I committed Marketers N=200, DOM Publishers N=100
Looking beyond Brand Safety & Ad Fraud, 44% of
marketers cite DOM certified partner scarcity as a
primary challenge in leveraging programmatic
DE&I budget.
All diverse-owned publishers who took the survey cited
barriers related to ad tech as primary challenges.
The barriers to entry for diverse-owned publishers
into programmatic inventory come directly from Ad
Tech in the form of technological difficulties
integrating, too-high inventory minimums, and lack
of support for ad operations and data management.
The solution is for publishers to partner with Ad Tech
platforms that are committed to growing the quality
and scale of their inventory.
Barriers to Entry Apparent
in Shared Challenges
Brand Safety, 54%
High-potential for ad
fraud, 50%
No industry concensus
as to what a standard
should be, 49%
Not enough diverse-
owned media
partners, 25%
Media partners are
not certified as being
"diverse-owned",
19%
Ad blockers/ad fraud,
43%
Technological
barriers scaling
inventory with
larger media
partners, 34%
Not enough
inventory to run
programmaticall
y, 33%
Poor ad
experience for
the audience,
32%
Ineffective data
management for
targeting, 22%
Limited Access to
Premium
Advertisers/limited
access to
opportunities, 18%
No Ad Ops
to
monetize/scal
e inventory,
13%
Competitive
CPM
Pressures,
13%
Primary Marketer Challenges When Executing a Programmatic
DE&I Budget
F I N D I N G S
T A K E A W A Y S
