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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.

Programmatic greatly benefits publishers

Estimates suggest that anywhere from 80-90% of yearly available online ad inventory isn’t sold due to lack of demand for supply.

Programmatic significantly decreases the loss for publishers by automatically adjusting rates and expanding reach.

  • Minimize unsold inventory
  • Control premium and remnant inventory more efficiently
  • Increase content exposure at the audience segment level
  • Target and extend to premium audiences beyond the site
  • Optimize content to grow high value audiences
  • Systematically sell paid subscriptions leveraging programmatic marketing
  • Segment target audiences more effectively to justify increased advertiser spend
  • Demand maximum CPM rates for narrowly defined target audiences

Preferred Deals and Private Auctions

Preferred deals are direct agreements between publishers and advertisers based on specific ad sizes, placements, and fixed prices.

  • Higher yield per impression due to premium advertisers’ desire to reach select audiences.
  • Establish a market price and maintain higher financial value for premium ad inventory on a website.
  • Capacity to sell premium ad inventory directly to premium advertisers programmatically.
  • Efficiency to distribute unsold inventory to be acquired elsewhere.

Private auctions are programmatic deals that allow publishers to create a higher-priority auction available only to white-listed buyers  for specific inventory.

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 use a DSP, such as DoubleClick Bid Manager.

  • Ability to offer premium inventory programmatically to a select  advertisers.
  • Set specific CPM floor prices for premium ad placements and impressions while netting even higher CPM revenue as a result of an auction.
  • Streamlining the operation through programmatic platforms such as DoubleClick Ad Exchange.

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 to increase your monthly revenue earned from web traffic.

Please feel free to contact us here.

Are you ready to increase your web page revenue?

Total Media has years of experience maximizing the performance of programmatic ad units through an optimal mix of yield optimization and monetization