Breakout: Programmatic Strategy
November 13, 2013—4:20 pm
Open auctions vs private
– private is preferred for premium publishers to allow for more control
– challenge is in awareness when in private
– many new vendors in this space…Shiny Ads and Ad Socket most often mentioned
– most in early stages of evaluating vendors
– using as triage for smaller deals
– some use Pubmatic and Rubicon to set levels: Remnant to RTB to Programmatic
– AdExchange product discussed about priority setting levels
– anonymous vs transparent – little difference as audience is usually the play
– DO NOT eliminate ALL price floors – bad move!
– Beanstock making some in roads
Advantages
– ad quality
Negative
– fear of auction platforms….like the known vs unknown
– loss of control…agency side
Increasing Demand – not covered
Sales Channel Conflict – not covered
Action Points
Keep experimenting
Don’t trust solution providers
Be sure to have price floors
– private is preferred for premium publishers to allow for more control
– challenge is in awareness when in private
– many new vendors in this space…Shiny Ads and Ad Socket most often mentioned
– most in early stages of evaluating vendors
– using as triage for smaller deals
– some use Pubmatic and Rubicon to set levels: Remnant to RTB to Programmatic
– AdExchange product discussed about priority setting levels
– anonymous vs transparent – little difference as audience is usually the play
– DO NOT eliminate ALL price floors – bad move!
– Beanstock making some in roads
Advantages
– ad quality
Negative
– fear of auction platforms….like the known vs unknown
– loss of control…agency side
Increasing Demand – not covered
Sales Channel Conflict – not covered
Action Points
Keep experimenting
Don’t trust solution providers
Be sure to have price floors