Advantages of Programmatic Bidding
Use Programmatic Bidding to get the competitive edge for mobile advertising. Create more value for your users and the advertisers trying to reach them.
From an operational standpoint, a programmatic business allows publishers to efficiently manage business complexities as well as simplify ad operations and their advertising technology stack. From a revenue standpoint, publishers are responding to a massive shift in media buying preferences as media buyers are moving more and more budget to programmatic buying due to its superior targeting and retargeting capabilities. Say what?
In the mobile advertising world, 90% of the transactions occur on the demand side. Selling your inventory the way DSP's buy it is only logical. We all know that humans are slower and less accurate than computers. So why not use these facts to your advantage?
Revenue vs Costs
Programmatic markets not only drive revenue but can also reduce internal ad tech costs and complexity. They enable you to transition the range of ad network relationships to participate in both private or open exchanges. They also help optimize your yield across DSPs. It doesn’t matter whether you bring your own tags to Oath or we deploy our tags. The result is that publishers enhance the strength of demand for their inventory with a single integration.
Programmatic describes a set of markets that leverage real-time transactions between the publisher and media buyer. The transactions that occur within programmatic markets can be competitive auctions (enabled by real-time bidding) and/or pre-negotiated transactions as seen in direct markets.
Oath Ad Platforms SSP Programmatic Markets
|Programmatic Direct||Facilitates one-to-one direct relationship between a publisher and agency or advertiser||Pre-negotiated, fixed CPM|
|Private Marketplace||Designated inventory available to select buyers||Pre-negotiated, fixed CPM or Competitive auction|
|RTB||Open exchange||Competitive auction|
|Mediation||Open to all ad networks or other buyers that buy via static connections||Dynamic Allocation|
Put all or some programmatic markets in place, depending on your revenue strategy and preferences.
Focus on the Big Picture
Programmatic Direct supports the direct relationship between the publisher and an advertiser or ad agency. In some cases, Programmatic Direct deals are put in place against certain types of inventory; and it is often the only way specific advertisers or agencies will make transactions. Typically, your direct sales team makes the deal, the elements of the deal are codified in a Deal ID, which includes the specific details of the deal, and the advertiser or agency buys programmatically based on the terms of the Deal ID.
Publishers may engage Private Marketplaces to sell to selected DSPs. Typically, the publisher would implement specific types of rules (price floors, brand rules, etc.) that differ from the rules used in a public exchange. A Private Marketplace can act like spot markets, stood up for short periods of times (for example to support a specific type of sporting or holiday event, etc.) or can exist for longer periods of time (performing as a key method to sell to specific media buyers).
A feature unique to SSP is our ability to rollover unsold impressions from your Private Marketplace to the open exchange. Doing this allows publishers to strip out some data or channelize the inventory (make semi-transparent) and sell it at a different price point on the open exchange thereby maximizing revenue potential.
RTB and Mediation
To maximize demand, most publishers sell on the open exchange–via RTB and mediation. On the open exchange, Publishers can create different ad quality rules, price floors, ad placement rules, etc. These rules can be optimized to both protect your interests and accelerate revenue.