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- SODP Dispatch - 1 September 2023
SODP Dispatch - 1 September 2023
How publishers can overcome challenges of programmatic advertising, best magazine apps for publishers and more tips and news for digital publishers
State of Digital Publishing
September 01, 2023
Happy Friday!
Today, let’s talk about Google’s Search Generative Experience and its impact on digital publishers.
Our managing editor, Andrew Kemp, discusses this subject his weekly Editor’s Note column:
Is Google a publisher? It’s a question that’s been occupying my thoughts of late. On the face of it, the answer is simple: Google doesn’t create content, so it’s not a publisher.
That was part of the tech giant’s defense in court against an Australian defamation suit.
The Supreme Court of Victoria ruled in 2020 that Google was a publisher because it showed links to articles and images that an Australian lawyer claimed were defamatory. The High Court of Australia overturned that ruling two years later, saying that the search engine giant was not a publisher but a facilitator of internet navigation.
But the tech sector is no stranger to disruption, which are moments that add shades of gray to previously black-and-white questions. Take the rollout of Google’s Search Generative Experience (SGE) as an example. Does integrating a large language model (LLM) to provide summaries to user queries mean that Google is now in the business of creating content?
Consider for a moment how the tech giant pitches its new product. With SGE, users can “quickly get up to speed on a new topic, uncover quick tips for your specific questions or discover products and things to consider”. It sounds like a pitch a publisher might give.
SGE expands Google’s traditional role of web navigator into one of interpretation. Bard will summarize content found across the web to bring its users “up to speed”. Look at the example Google itself provides below to see what I mean.
Sure, Google has made it clear that these summaries will include article links, but I suspect that most Search users will be satisfied with these summaries. The rise of zero-click searches, driven by Google’s quest to answer user queries without leaving the SERPs, should justify that stance.
FROM STATE OF DIGITAL PUBLISHING
——— SPONSORED ———
PROG Q&A: PUBLISHERS NEED TO EVOLVE THEIR PROGRAMATIC STRATEGIES
Programmatic advertising is a must for digital publishers committed to optimizing their ad revenue. It allows sellers access to a much deeper pool of demand partners than they would have through traditional sales.
It’s hardly surprising then that programmatic deals are projected to account for 90% of all US digital display ad spend in 2023. With that said, programmatic advertising has its challenges.
After all, both advertisers and publishers use programmatic software to improve their ad campaigns. Advertisers are perpetually hunting for the highest return on ad spend (ROAS), meaning lower cost per mille (CPMs) and cost per click (CPC), while publishers are trying to drive those rates higher.
Against this backdrop, State of Digital Publishing (SODP) spoke with the founder of independent programmatic lead agency PROG, Miles Finlay, to better understand what publishers must consider when shaping their programmatic ad strategies.
TOP TOOLS
6 BEST MAGAZINE APPS FOR PUBLICATIONS ON MOBILE DEVICES IN 2023
Digital magazine apps can transform static pages into interactive and engaging formats, significantly improving the reading experience on smartphones and tablets.
Mobile device use now dominates how people access the internet, with 91% of those aged 16-64% relying on a mobile device compared with less than 60% who use a personal laptop or desktop. At the same time, demand for unlimited reading access to digital publications is growing strongly.
The global news and magazine app market was valued at $1.18 billion in 2021 and is projected to witness a compound annual growth rate (CAGR) of 11% between 2022 and 2028.
For publishers, selecting the right digital magazine app can be the difference between effectively reaching their target audience or falling behind the competition. These apps’ features, usability and quality play an essential role in delivering content to readers and keeping them engaged.
Let’s explore the six best magazine apps for publications on mobile devices in 2023, shedding light on what to look for and how each app can tailor the digital reading experience to different needs and preferences.
ANNOUNCEMENT
We are excited to announce that registration for the News SEO Playbook course is now open! There is still time to join the September cohort.
This 4-week course will cover the tactics and strategies that our team has developed over the years to achieve 50%-500% growth in organic traffic for digital publishers.
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