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Changes abound in the paid ads market — what does it mean for publishers?

The digital media landscape may find new ways to evolve, but one thing remains constant: the importance of ads. Paid ads are still the leading channel for monetization across the board (Google has been on top for quite a while). But over the years, our approach to how we benefit the most from ads has needed to change.

The Advertising Revenue of Alphabet, Meta and Amazon in 2021 (vs 2020)

For example, Apple recently doubled down on its next big revenue driver — pushing more ads to your iPhone using a new, large ad network. The move comes about a year after the iOS14 update, which has affected a lot of advertisers including Meta.

App Tracking Transparency pop-up message

And Apple taking a front seat in ad monetization isn’t the only challenge facing publishers. Over the last two years, ad blocking has been on the rise yet again, after reaching what we thought was the peak in 2018. In 2021, 290 million web users worldwide were actively blocking ads.

Over the last two years adblocking has started to rise again, with 290 million web users actively blocking ads worldwide in 2021.

Global opt-ins for Acceptable Ads from Q1 2019 to Q4 2021.

So, with Apple taking up a major part of the ad playground and more users blocking them altogether, how can we adapt? One answer may sit with newsletters. Multichannel messaging platform Jeeng released a tool allowing publishers to place brand-relevant native ads in email newsletters. With a new streamlined process available, more publishers could easily incorporate these ads into their newsletter strategies.

Meanwhile, with ad revenue stacking at $11 billion (more than Twitter and Snapchat combined), TikTok is having trouble keeping up with its advertising demand. This demonstrates that while more restrictions may be in place, new ad monetization opportunities continue to arise.

US TikTok Net Ad Revenue, 2021-2024