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Ronan Murphy shared thisPublisher inventory didn’t just lose value overnight, it got flattened. It became harder to stand out, easier to treat as interchangeable. Meanwhile, the buy side has built incredibly sophisticated systems, powered by signals and algorithms, so they know exactly what they’re buying and what it’s worth. The imbalance isn’t about value disappearing, it’s about who gets to define it. #Spark #AdTech #PublisherMonetization #SupplyIntelligence #PubstackRonan Murphy shared thisPublisher inventory did not lose its value overnight. It was flattened. Made indistinguishable. Undervalued. The buy side built powerful decisioning infrastructure fuelled by signals and algorithms. They know exactly what they are buying. And what it is worth. Publishers responded with more inventory. More noise. But more supply does not drive more revenue. Better supply does. Spark for Publishers flips the model. It enables publishers to curate, structure, and signal their inventory so buyers can finally understand it and value it. In the words of Herve Brunet, CEO at Pubstack: “We’re entering a new phase in programmatic — one where supply becomes intelligent. With Spark, publishers finally gain access to the kind of decision infrastructure that has long existed on the buy side. This is about more than optimisation. It’s about rebalancing the ecosystem — giving publishers the tools to capture their true value.” Your inventory is not a commodity. Stop selling it like one. Discover Spark: https://hubs.la/Q04dS62f0 #Spark #AdTech #ProgrammaticAdvertising #PublisherMonetisation #SupplyIntelligence #Pubstack
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Ronan Murphy shared thisWe said something was coming. Today, it's here. Publishers have been commoditized. Priced down. Throttled out. Not because their inventory isn't valuable, because nobody had the intelligence to prove it. Spark for Publishers changes that. Spark for Publishers makes publisher inventory identifiable, structured, and outcome-ready, so buyers find what they're looking for, and publishers capture the value they create. The intelligence exists. Now publishers can use it. Learn more here ⇒ https://hubs.la/Q04d1n6w0 #Spark #AdTech #PublisherMonetization #SupplyIntelligence #Pubstack
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Ronan Murphy shared thisPublishers speak ad unit logic. Buyers speak outcome logic. That gap has been costing publishers for years — in revenue, in margin, in control. What if supply finally spoke the same language as demand? An answer is coming, April 23. Be the first to know => https://hubs.la/Q049-bLX0 #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy shared thisYou built your monetisation around ad units. The market moved to outcomes. Viewability. Engagement. Conversion potential. That's what buyers pay for now. That's not what you're selling. The gap between what you sell and what they buy — that's where your revenue is leaking. Are you selling the right thing? An answer is coming, April 23. Be the first to know => https://hubs.la/Q049-bLX0 #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy shared thisYesterday we held the first of our Supply Intelligence series with our friends at TripleLift The format was simple: bring together premium publishers and senior leaders to talk honestly about the signal gaps that are stopping the market from properly recognising and rewarding quality inventory. We kicked off with a fireside chat with Pubstack CEO Herve Brunet and TripleLift VP International Julien Gardès on how publishers are reshaping programmatic demand with supply intelligence. Julien then walked us through some upcoming product developments from Triplelift, lots of cool things in the pipeline on their side Then onto our panel: What Signals Are Missing in the Supply Chain to Improve Media Quality and Publisher Revenue, with our panellists Alex Kirby, Rob Brett, and Frazer Locke The common thread? Publishers need to do more with less and that there's been too much value erosion and lack of control, but unlocking the right inventory signals can start to reverse that, and critically, it's exactly what the buy side is looking for. Herve Brunet closed things out with a message that couldn't have been clearer: Publishers have been commoditised, and the current approach is actively devaluing premium inventory. Big thank you to everyone who took the time to attend and be part of the conversation. We are looking forward to the next one For those who were not in the room an answer is coming on April 23. Sign up to our announcement here => https://hubs.la/Q049-bLX0 #Programmatic #AdTech #Publishing #SupplyChain #MediaQuality #DataSignals #DigitalAdvertising #OpenWeb #AdMonetisation #Prebid #YieldOptimization #Prebid #PublisherMonetisation
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Ronan Murphy shared thisBuyers make decisions based on 1–5% of publisher inventory. The rest? They guess. Publishers have 100% of the data. Page-level. User-level. Bid-level. An answer is coming, April 23. Be the first to know => https://hubs.la/Q049-bLX0 #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy shared thisYou send 100% of your traffic. Most gets throttled before buyers even see it. What if you only sent what they actually want to buy? An answer is coming. April 23. Be the first to know => https://hubs.la/Q049-bLX0 #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy shared thisSSPs. Curators. Curation platforms. Everyone in the programmatic chain monetises publisher data. Everyone except publishers themselves. Be the first to know => https://hubs.la/Q049-bLX0 #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy shared thisPublishers have been commoditised. And not by accident. Advertisers pay for outcomes now — and to find them, buyers built their own intelligence layer. Signals, data, algorithms. A whole decisioning infrastructure. Publishers were left out of it. So their inventory looks like everything else. Undifferentiated. Invisible. Bought at the lowest possible price — regardless of its real value. The proof? Direct deals command 5x the price of programmatic for the exact same inventory. Same publisher. Same page. Same audience. That 5x gap won't close itself. #AdTech #Programmatic #AdMonetisation #Prebid #PublisherMonetisation
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Ronan Murphy liked thisRonan Murphy liked thisHi there! I'll be heading out to Hamburg next Tuesday and Wednesday for OMR '26 with Marco Dohmen and Christine Ernst from our Triplelift DACH team. Please let me know if you'd like to catch up. Danke! #AdTech #RetailMedia #Triplelift #TheCreativeSSP #ImpactByDesign #OMR26
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Ronan Murphy liked thisRonan Murphy liked thisYou send 100% of your traffic. Most gets throttled before buyers even see it. What if you only sent what they actually want to buy? An answer is coming. April 23. Be the first to know=> https://hubs.la/Q049-bLX0
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Ronan Murphy liked thisClosing the loop in Scotland 🏴 What a fantastic, engaging and thought provoking few days where we dug into a fundamental shift in our industry: - The Promise: CTV delivering impact + precision. - The Connection: Commerce Media adding real purchase signals. - The Challenge: Building the infrastructure (identity & standards) to make it scale. - The Accelerator: AI moving faster than any of us expected. It’s an exciting and slightly daunting time to be in this space and nothing beats two days of candid conversation in "Sunny" Glasgow to shift your perspective. #RetailMedia #CTV #CommerceMedia #AI #DigitalAdvertising #PubMaticRonan Murphy liked thisLast week we hosted PubMatic's UK CTV Summit at Cameron House, Loch Lomond, Scotland: The AI Revolution Will Be Streamed. Two days with senior leaders from across the buy-side and sell-side, including Warner Bros. Discovery, Channel 4, Roku, Brainlabs, Publicis Media, LG Ad Solutions, Rakuten TV, WPP Media, BBC Studios, Virgin Media O2, JAA Media, VCCP Media, Zenith, dentsu, Omnicom Media, Paramount, Samsung Ads, Vevo and Piqniq | B Corp™. On the agenda: - Dr Alex Connock, opened with "Increase Your Leverage": why organisations must adopt agentic AI as an augmentation tool that gives skilled humans a competitive edge. - Alisdair Newman led an interactive discussion and live agentic demo on AI in Action for Buyers. - Elizabeth Catt followed with AI in Action for Sellers, walking through the CTV opportunities on our product roadmap. - Babs Kehinde took the room through "Closing the Loop: CTV's Commerce Revolution", and the opportunity to capture broader brand budgets through commerce media. - Matt Salmon hosted a brilliant panel with Steve Bignell, Alex Wright, Mike Shaw and Katy Sharpe, on what the future holds in this AI age. - Emma Newman closed with Dr Alex in a fireside chat on what all of this means for the future shape of our organisations. Six things we're taking away: 1. AI is operational, not aspirational. The gap between those experimenting and those deploying is closing fast. 2. Agentic AI will redefine who participates in media buying and will force everyone in the ecosystem to demonstrate value beyond access and familiarity. 3. Commerce media plus CTV is the full-funnel opportunity the industry has been building towards. Identity resolution and measurement standardisation are what stand between promise and reality. 4. Measurement is the industry's most urgent unfinished business. An independent, cross-platform standard is the prerequisite for CTV commanding the budgets it deserves. 5. The buyer-seller relationship improves when both sides show up honestly. Trust is built in person, not in a deck. 6. Humans bring what AI cannot: taste, originality and the ability to find the thing the algorithm doesn't know. Protect those capabilities. Build everything else with AI. Thank you to everyone who joined us! #Advertising #AdTech #AI #AgenticAI
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Ronan Murphy liked thisRonan Murphy liked thisPublishers are sitting on a goldmine of first-party data. Most are doing almost nothing with it. News UK’s launch of Times ExplorAItion this week is worth paying attention to. The idea: take deep subscriber data, feed it into a synthetic audience platform, and let advertisers test campaigns and messaging against a virtual audience before spending a penny in market. Results in seconds. No PII. No panel fatigue. It’s a smart move - but more importantly, it exposes a gap that most publishers are ignoring. Referral traffic is eroding. Open-web signals are fading. CMOs are demanding proof of performance faster than traditional research cycles can deliver. Yet the majority of publishers are still selling audiences the same way they did a decade ago - reach, frequency, a media pack, and a hope. The publishers who survive the next five years won’t just be content businesses. They’ll be intelligence businesses. A loyal, engaged audience isn’t just inventory - it’s a research asset that platforms like Meta and Google fundamentally cannot replicate. The depth of behavioural understanding that quality publishers hold is genuinely scarce. The tragedy is most of them don’t know how to monetise it beyond the CPM. Synthetic audiences aren’t a magic bullet - the output is only as good as the data going in. But for publishers who’ve invested seriously in first-party infrastructure, this is a real opportunity to reframe the advertiser conversation entirely. The question every publisher should be asking right now: are we an audience owner, or just a traffic source? Because those two things are heading in very different directions.
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Ronan Murphy liked thisRonan Murphy liked thisIt’s been a great couple of days on Miami Beach, I’ve got my steps in alright and in this heat that’s no mean feat. Made some great connections and had one of the best experiences media has to offer. Hitting the pool today… thank you POSSIBLE
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Ronan Murphy liked thisRonan Murphy liked thisPublisher inventory did not lose its value overnight. It was flattened. Made indistinguishable. Undervalued. The buy side built powerful decisioning infrastructure fuelled by signals and algorithms. They know exactly what they are buying. And what it is worth. Publishers responded with more inventory. More noise. But more supply does not drive more revenue. Better supply does. Spark for Publishers flips the model. It enables publishers to curate, structure, and signal their inventory so buyers can finally understand it and value it. In the words of Herve Brunet, CEO at Pubstack: “We’re entering a new phase in programmatic — one where supply becomes intelligent. With Spark, publishers finally gain access to the kind of decision infrastructure that has long existed on the buy side. This is about more than optimisation. It’s about rebalancing the ecosystem — giving publishers the tools to capture their true value.” Your inventory is not a commodity. Stop selling it like one. Discover Spark: https://hubs.la/Q04dS62f0 #Spark #AdTech #ProgrammaticAdvertising #PublisherMonetisation #SupplyIntelligence #Pubstack
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Ronan Murphy reacted on thisRonan Murphy reacted on thisFirst edition of the Supply Intelligence Breakfast Series in London. Here’s what it looked like. Together with TripleLift, we brought industry leaders together to discuss something simple but critical: moving from more supply to better supply, through stronger signals, better media quality, and more control for publishers. A big thank you to everyone who joined us, and especially to the voices that made it: Alex Kirby, Revenue Operations Director, HELLO! Magazine Frazer Locke, SVP International Sales, TripleLift Herve Brunet, CEO, Pubstack Julien Gardès, VP International Exchange Optimisation & Business Development, TripleLift Rob Brett, Programmatic Director, Publisher Collective Ronan Murphy, Country Manager UK, Pubstack We also gave a first look at how this shift comes to life with Spark for Publishers. Thank you to our friends at TripleLift for co-hosting this first edition with us. More to come. #AdTech #ProgrammaticAdvertising #MediaQuality #Publishing
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Ronan Murphy liked thisRonan Murphy liked thisWhile many publishers still optimize for basic dashboard metrics, advertisers have already shifted to a different playbook. The era of “passive monetization” is ending. In a market flooded with inventory, publishers who are not measuring what advertisers measure risk becoming invisible in the buying process. Traditional KPIs such as impressions, CTR, and eCPM still matter but they are no longer enough on their own. Today’s advertisers are increasingly focused on far deeper performance signals: viewability, attention, landed click rate, and post-click quality. This creates a growing disconnect. While publishers generate the supply, many still rely on demand-side platforms to define the value of that supply. In an oversaturated market, simply offering inventory is no longer a competitive advantage. The next stage of publisher growth is not just monetization but inventory design. That starts with alignment. Publishers who understand how advertisers evaluate performance, and who structure inventory around those same success metrics, can reposition their supply from commodity inventory to strategic media. The opportunity is clear: move beyond passive yield management and start proving value through the metrics that drive advertiser decisions. #AdTech #Programmatic #PublisherStrategy #Inventory
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