A look at how news publishers make money with Google Ad Manager — blog.google

In this post, we analyze how top news publishers monetize their content using Google Ad Manager, and how much revenue they retain. In a separate article, we explain how Google’s display advertising business works when advertisers and publishers choose to use our buy-side and sell-side services.Thousands of news publishers around the world use Google Ad Manager to run digital advertising on their websites and apps. News companies tell us they choose our ad management platform for its performance, controls and ability to integrate with hundreds of third party advertising technologies to help them earn the most revenue for the ad space they sell. We work hard to ensure our platform helps publishers succeed, so people around the world have access to high-quality news and information online. To illustrate how news publishers use our platform to monetize, we recently looked at the 100 news publishers globally with the highest programmatic revenue generated in Ad Manager. We then ran an analysis focused on the average fees retained by Ad Manager across those publishers’ digital advertising businesses.While the business model of each news organization is unique, this data provides clarity into the different ways major news publishers monetize their content when they use Ad Manager, and how much Google retains from the services we provide. A large portion of the revenue we keep funds the costs of running this business. Our ongoing investments in this space include development and maintenance of data centers around the world as well as advancements in machine learning and product innovations that increase publisher revenue and contribute to the open and free internet.In analyzing the revenue data of those top 100 news organizations, we found that on average, news publishers keep over 95 percent of the digital advertising revenue they generate when they use Ad Manager to show ads on their websites. This analysis reflects the average fees retained by Ad Manager, and does not include fees that may be paid to other platforms and services.Click on the image below to view the full size graphic.

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