DorisRon
Member
Today we will talk about how to "pack" the inventory with the maximum benefit for partner platforms.
Already for a long time no one is arguing the fact that programmatic buying is optimal performance management process for both publishers and clients. This is demonstrated by the company Xaxis experience, which merged with 24/7 Media and changed its strategy: it has moved from purely algorithmic procurement to the way which lets it to help the sites to understand how to assemble and present their inventory to sell it to such companies as Xaxis. This is not always an easy process, because publishers need to consider a number of key points.
However, before we delve into these guidelines, it is necessary to deal with what we mean by the word «programmatic». Because this term has several interpretations in the market. Programmatic is responsible for automation of media buying process by means of electronic systems to reduce the number of mechanical operations. Media buying can take place in an auction format or at fixed prices. Some experts use the term "programmatic" in the same way with the concept of "ad exchange buying", but this approach is not always accurate. There are many ways for programmatic implementation of inventory, that's why all of the steps must be clearly reconciled to explain our intentions to partners.
Here are some tips to implement campaigns with maximum benefit for both the seller and the buyer.
1. "Viewability" and transparency
Publishers should pay close attention to filling of their banners, eliminate piling up of advertisements or constantly update them to make the large ad units and display ads more accessible in the places that are characterized by a large number of views. Providing customers with the transparency in the process of bid request (at least at the domain level) you get their trust and make it clear that you are serious about their black / white lists.
2. Packaging
Before selling advertising impressions, they must be grouped into categories, depending on the target audience parameters, in other words, packed. The purpose of the platform is to submit the inventory in the maximum possible light, so during the "packaging" you need to think about all the popular / general categories and audiences, to increase the chance of rates falling on your inventory.
3. Price
Creation of multi-level placements architecture gives the seller more granular control over pricing and the price corresponding to the market demand. Buyers are willing to pay a higher price for quality inventory. But if it comes to inventory of "second screen" or high-frequency, it usually leads to the lowest possible rates.
4. Privileged access
When targeting the largest and most strategic customers, publishers need to make sure that these clients will have privileged access to a unique inventory (first look). This will increase the number of high-value customers and stimulate demand for inventory.
5. Data
Some clients (eg, Xaxis) are willing to buy unique anonymous data to use them to make proper commercial and creative decisions. Offering key strategic partners access to their data, the platforms will eventually get the maximum rates and long-term mutually beneficial relationship.
Paying close attention to these basic rules, you can establish close contacts with the most serious buyers, substantially increase your income, fully meet the demands of customers and significantly improve interaction with the users within your target audience.
Already for a long time no one is arguing the fact that programmatic buying is optimal performance management process for both publishers and clients. This is demonstrated by the company Xaxis experience, which merged with 24/7 Media and changed its strategy: it has moved from purely algorithmic procurement to the way which lets it to help the sites to understand how to assemble and present their inventory to sell it to such companies as Xaxis. This is not always an easy process, because publishers need to consider a number of key points.
However, before we delve into these guidelines, it is necessary to deal with what we mean by the word «programmatic». Because this term has several interpretations in the market. Programmatic is responsible for automation of media buying process by means of electronic systems to reduce the number of mechanical operations. Media buying can take place in an auction format or at fixed prices. Some experts use the term "programmatic" in the same way with the concept of "ad exchange buying", but this approach is not always accurate. There are many ways for programmatic implementation of inventory, that's why all of the steps must be clearly reconciled to explain our intentions to partners.
Here are some tips to implement campaigns with maximum benefit for both the seller and the buyer.
1. "Viewability" and transparency
Publishers should pay close attention to filling of their banners, eliminate piling up of advertisements or constantly update them to make the large ad units and display ads more accessible in the places that are characterized by a large number of views. Providing customers with the transparency in the process of bid request (at least at the domain level) you get their trust and make it clear that you are serious about their black / white lists.
2. Packaging
Before selling advertising impressions, they must be grouped into categories, depending on the target audience parameters, in other words, packed. The purpose of the platform is to submit the inventory in the maximum possible light, so during the "packaging" you need to think about all the popular / general categories and audiences, to increase the chance of rates falling on your inventory.
3. Price
Creation of multi-level placements architecture gives the seller more granular control over pricing and the price corresponding to the market demand. Buyers are willing to pay a higher price for quality inventory. But if it comes to inventory of "second screen" or high-frequency, it usually leads to the lowest possible rates.
4. Privileged access
When targeting the largest and most strategic customers, publishers need to make sure that these clients will have privileged access to a unique inventory (first look). This will increase the number of high-value customers and stimulate demand for inventory.
5. Data
Some clients (eg, Xaxis) are willing to buy unique anonymous data to use them to make proper commercial and creative decisions. Offering key strategic partners access to their data, the platforms will eventually get the maximum rates and long-term mutually beneficial relationship.
Paying close attention to these basic rules, you can establish close contacts with the most serious buyers, substantially increase your income, fully meet the demands of customers and significantly improve interaction with the users within your target audience.