Sign in with Google Last month, we discussed how publishers can strengthen connections with advertisers in the AI era. Today, we’re focused on the next step of how to translate those connections into meaningful results.
As the Google sell-side team, our mission is to fund great content by driving revenue for our partners.
Today, we are seeing a complete reimagining of the digital advertising ecosystem. AI is rapidly making the impossible possible, unlocking speed, intelligence, and new avenues for growth. Yet with the constant pressure to maximize publisher revenue and the ROI of every advertising dollar, navigating this complexity requires trusted collaboration. Publishers and buyers are actively evaluating their technology partners to fully harness AI, and are choosing partners who can bridge platform innovation with proven performance. Who you partner with matters more than ever.
Connecting buyers to publishers through efficient supply paths
In keeping with the industry’s shift toward more direct supply paths, driving results for our partners begins with establishing the most transparent path between advertiser demand and publisher supply. Direct supply paths result in fewer dropped signals, giving agencies clearer insights to run effective, relevant campaigns, and drive maximum revenue to publishers.
Through Google Ad Manager, buyers can directly access high-quality audiences as they search, stream, scroll, and shop, across millions of websites, mobile apps, connected TVs, and audio platforms every day. In fact buyers are 16 percentage points more likely to find a direct connection to publisher inventory when working with Google, compared to other SSPs1 . By pairing with direct supply paths like Buyer Direct, agencies like WPP Media France were able to reduce intermediary fees by 50%.2 This is why US agencies rate Google Ad Manager 4x higher than the SSP competitor average for maximizing working media efficiency3 and up to 6x higher for delivering high conversion rates.4
When buyers see stronger returns, it encourages them to scale their investments. Over the past year, we’ve improved our brand safety filters with AI, so fewer pages are mislabeled. By reducing false positives in our brand safety filters, we’ve helped drive 40% growth in buyer spend across key categories,5 unlocking new demand for our publishers. We continue to turn buyer demand into publisher revenue through yield optimization, like expanding our SDK bidding partnerships, enabling hybrid mediation setups, and growing transaction paths like curated private marketplaces. This continued investment in performance is why Kantar found that publishers and app developers rank Google’s sell side #1 in maximizing revenue, ahead of other leading monetization platforms.6
Connecting buyers, publishers and audiences through user-first ad experiences
A direct connection is only as valuable as the ad experience it creates on screen. Users today expect seamless ad experiences, and audiences churn rapidly when hit with buffering or delayed ad loads. In high-stakes environments, you need infrastructure engineered for reliability. This is why we’ve built our infrastructure to handle spikes in ad load. Across some of the world’s largest live sporting events, Google Ad Manager Dynamic Ad Insertion (DAI) seamlessly delivered personalized ads to over 13 million concurrent devices.7 This means that your advertising dollars reach your viewers, even at scale.
High-performing ad experiences also require contextual alignment and eliminating ad fatigue. Through curation, programmatic partners can package inventory around specific audience interests - giving agencies the signals they need to create the most relevant ad experience, and enabling ad tech partners like SPL.ai to drive a 15x increase in session rates.8 With Buyer Direct, agencies can also directly manage cross-publisher frequency, which helped Hakuhodo DY ONE increase average site visitor engagement by 34%.9 And as audiences search, stream, scroll and shop across more platforms, we’re continuing to innovate with ad formats to ensure ad experiences feel relevant and native to users’ environment, building off formats like audio ads, picture-in-picture, or L-banner ads. This commitment to quality ad experiences is why publishers and app developers rank Google’s sell side #1 in providing high-quality ads, ahead of other leading monetization platforms.10
Closer connections, new possibilities
As we look ahead, the ways audiences discover and consume digital media will continue to evolve. We’re staying focused on developing new innovative solutions to drive results, and help publishers and buyers deliver high quality ad experiences to their shared audiences.
To reflect that commitment, we’re introducing Publisher Connections – a new, unified identity rolling out across our channels. Whether you use Ad Manager, AdSense, AdMob or our buyer solutions, Publisher Connections brings the latest research, product updates, and best practices together under one site.
We’re excited for what lies ahead, and will be sharing more about our newest innovations at this year’s Partner Leadership Summit.
Let’s get started.
