Programmatic is a new online advertising model that automatically identifies the optimum target audience for each ad campaign. It is a booking mechanism to sell inventory for advertisers over an exchange or through direct and even premium channels.
Estimates suggest that anywhere from 80-90% of the available online ad inventory is unsold each year. Publishers are often working in an environment where supply often can’t find demand. Regardless of how many direct sales reps are hired to sell website ad inventory often there remains ad units that will go unfilled.
Programmatic fares well for publishers willing to adopt a long term approach and consort with the right partners. Programmatic when managed expertly enables publishers to:
Preferred deals are based on direct agreements between publishers and advertisers where generally advertisers approach the publishers about specific ad sizes, placements and audiences and the two parties negotiate a specific fixed price for the impressions amongst themselves.
Private auctions are programmatic deals that allow publishers to create a higher-priority auction available only to white-listed buyers of their choosing for specific inventory the publisher desires to make available. One such SSP allowing private auctions is DoubleClick Ad Exchange (AdX) by Google. Any advertiser interested in participating in a private auction is recommended to be using a DSP (such as DoubleClick Bid Manager).
If you are considering taking on Preferred Deals or Private Auctions for your website, our trained experts at Total Media are available to consult with your team in order to build the most optimal mix of programmatic optimization and monetization for your website’s ad units to increase your monthly revenue earned from web traffic. Please feel free to contact us here.