IXL Learning

Sovrn Launches Flat-Rate SaaS to Cut Ad Tech Costs

Sovrn is expanding its Ad Management SSP offering by making it available as a self-serve SaaS product with a flat monthly charge based on impressions and no revenue share for Sovrn's SSP. The model targets smaller publishers seeking to avoid percentage-based fees and includes header bidding optimization tools, wrapper controls, and the ability to consolidate auctions to reduce latency. Impressions served through Sovrn's Prebid wrapper incur a small CPM fee, while impressions via Google Ad Manager remain subject to standard revenue sharing. Early tests with Dictionary.com and Thesaurus.com, and feedback from IXL Learning, show improvements in yield (over 10%) and significant ad tech fee savings (about 49%) when adopting the SaaS pricing. The approach is backed by Sovrn's 2021 acquisition of Proper Media. An update also clarifies Hashtag Labs does not collect a revenue share and has operated on a SaaS model since 2018.

Publishers Push IDFA Opt-In Amid iOS 14.5

Apple's iOS 14.5 introduces mandatory user permission to track via the Identifier for Advertisers (IDFA), surfaced through Apple's consent popup. With opt-in rates uncertain, publishers are testing strategies within these constraints. Some apps have elected not to use IDFA at all, notably Facebook, which announced it would stop using IDFA. King (Activision Blizzard) asks users to accept its privacy policy to play and Apple’s internal settings show it isn’t using IDFA. Supercell and Rovio also appear not to prompt for IDFA at startup. For those still using IDFA, many rely on Apple’s popup with limited text customization; Reuters reads 'This identifier will be used to deliver a personalised experience to you,' and The Wall Street Journal uses 'This identifier will be used to deliver personalised ads to you.' Others deploy in-app screens or sliders to encourage consent, though IDFA collection remains governed by Apple’s popup.

BuzzFeed’s Peretti Hails New Age Of Austerity; Who Benefits From Brand Conquesting (Google)

AdExchanger’s roundup highlights a shift toward austerity in digital media, with BuzzFeed CEO Jonah Peretti arguing that the industry will outlast competitors as it seeks financial sustainability. BuzzFeed reported about $300 million in revenue last year, including $84 million from platforms such as Facebook, Google, Amazon, and Netflix, and more than $100 million from new business lines launched since 2017, including influencer/creators programs, a product spotlight commerce unit, and brand integrations for original shows and news programs. The piece also covers defensive keyword advertising amid brand-conquest dynamics, citing Rosetta Stone’s lawsuit against Google over trademark-triggered ads and ongoing search ad standoffs involving Lyft and Uber. In a “New Age” segment, Stagwell Group CEO Mark Penn is in talks to acquire MDC Partners; if agreed, the two would stay separate entities, with MDC’s roster augmented by agencies like 72andSunny and Crispin Porter Bogusky.