Cape Town, 04 November 2015 – During October this year, Google announced the launch of a new global programme to service independent and individual digital publishers. As a result, Google appointed a select number of professional service providers as Certified Publishing Partners (CPP) to better support publishers and handle enquiries.
Over 100 companies around the world were invited to apply to join the programme. Only a select few however, were able to demonstrate the required levels of knowledge and competency in Google products and platforms to achieve CPP status. At the end of this rigorous selection process, South African based AddSuite (part of the Ole! Media Group), was one of only five companies in EMEA and one of only 29 in the world, that made the grade.
AddSuite’s Greg Mason was in New York for the launch of the CPP programme and confirms that this announcement and fundamental shift in how Google will operate, changes the entire publishing landscape. It now means that publishers using any or all of Google’s publishing offerings – Google AdSense, DoubleClick AdExchange and DoubleClick for Publishers – have access to 29 trusted and certified partners globally.
This is good news, as the benefits for publishers are varied. They include: –
● Far better one on one support for all publishers opting to use these products
● Access to well trained and Google certified partners – for the first time publishers will be dealing with people who have the latest product knowledge and who know what to do with it
● There is a louder voice for publishers to have their feedback heard – the CPP can aggregate challenges/shortfalls and things that should be changed within the Google framework as one loud strong voice instead of for example, multiple individual voices potentially getting lost in the void
● From a business perspective this programme will streamline the communication and services between Google and its publishers
● From a revenue viewpoint, the CPP can better advise on the best approach for each particular publisher.
“However, the success of the programme will also come down to how well the individual publisher is prepared to adapt its approach and work with Google and their chosen CPP, as to how revenues and benefits will accrue” commented Tim Legg, CEO of AddSuite.
Key trends and Insights – In addition to the announcement of this programme, the Google conference covered key trends that will also have huge impact on the online publishing and advertising industry – globally – such as:
Google Contributor – putting the user in charge of their online experience and paying for uninterrupted content (this has been launched in the United States and is on its way to Africa);
Viewability – A massive trend and one that will certainly affect online publishers and digital ad agencies alike. Mason reported on Google’s observations that savvy ad agencies are demanding their online ads have ‘immediate viewability’ by web users and browsers. There are a host of criteria and parameters to make this happen and Google has now given AddSuite an exclusive inside track on how to achieve this, particularly in Africa. (Google is also asking its appointed partners to train agencies on this topic).
One of the consequences of this approach though, is that the CPM rate will be driven up as the advertising inventory itself diminishes.
Legg concluded: “We are extremely excited and proud to be granted the status of Google Certified Publishing Partner, since this now gives AddSuite the ability to service our publishing partners and help them grow even more effectively. With certification across the full suite of Google offerings, we now have even deeper insight and ability to develop the right strategy and solution for our clients, in an industry that is growing in strength and numbers, as well as ever evolving. The certification means that the team at AddSuite will also be the first to have up to date news on changes and developments affecting this sector – straight from Google’s desk to ours and our clients’.”