More than half of UK and US publishers believe video advertising will be the key driver for revenue in 2017 , according to a survey by Google . Both groups see off - site monetization as a problem with 86 % of U.K. publishers relying on third parties , such as Facebook and Google , for a quarter of their traffic . Header bidding is also more popular in the US , with 90 % of publishers believing they will have it in place by next year , while in the UK , where scale is limited , the survey revealed publishers focus more on yield .
More than half of UK and US publishers believe video advertising will be the key driver for revenue in 2017, according to a survey by AOL. Both groups see off-site monetization as a priority with 86% of U.K. publishers relying on third parties, such as Facebook and Google, for a quarter of their traffic. Header bidding is also more popular in the US, with 90% of publishers saying they will have it in place by next year, while in the UK, where scale is limited, the survey revealed publishers focus more on yield.