Leading Operations Online

It’s been a bit of a crazy time in AdMonsters-land – besides merging with Access Intelligence, I’ve been heavy into programming the upcoming OPS conference, June 9 in NYC. However, I just received a bunch of video clips back from our most recent Publisher Forum in Sonoma and it made me reflect on those three and a half days in early March. 

It usually takes a few weeks to process all that I learn at a PubForum, and this was no exception – sad thing is the digital advertising industry moves at a pace that doesn’t allow for much rumination about the past. But as we wanted to share these interviews from the Sonoma PubForum, I thought I’d reminisce about my learnings – and not just those related to the quality of cabernet…

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The promise of private marketplaces is both alluring and straightforward. For brands, there’s the opportunity to reach engaged audiences of premium publishers with the efficiency of programmatic. For those premium publishers, there’s an opportunity to move inventory via programmatic, but at significantly higher CPMs than they can net in the open exchanges.

PMP proponents are quick to read off their advantages beyond the financial gain: they provide an avenue for buyers to transact with more intimacy and less friction than the open exchanges. In addition, creating a DealID is much easier than setting up a direct-sold campaign, says Jeff Mayer, Senior Analyst of Inventory and Programmatic Advertising at Whitepages, whose company has seen dramatic revenue growth from PMPs specifically.

In addition, a big benefit for publishers is enhanced control – they can tinker with inventory pools and floors to help sellers meet their goals, comments Phil Bohn, Director of Programmatic Media at...

Updated Below. One of my first questions to AdMonsters Publisher Forum Keynote Mike Smith, General Manager of Core Audience and VP of Revenue Platforms and Digital , was, “What the hell is a supply-side trading desk?”

He smiled wryly, probably because what sounds like the latest industry buzzword is a pretty apt description of Hearst’s centralized programmatic platform that branches across the media giant’s portfolio of sites (as well as television stations). It’s less a queasy acronym (SSTD? Oh my…) than a trend rolling across the digital publisher landscape.

The team of around 50 at Core Audience optimizes programmatic buying against all of Hearst’s content across sites and devices. With PMPs it can transfer inventory from other sites to meet fill and increase the value of audiences, while it’s quite useful in driving revenue from hard-to-direct-sell mobile inventory. We see this SSTD (are we really going with that?) model in...

March 23, 2015 viewability Gavin Dunaway

Download the latest Publisher Viewability Litmus Test here. (Note: You must log in or register with AdMonsters to download the survey.) 

From the Executive Summary: 

In April 2014, shortly after the Media Rating Council lifted its embargo on transacting display inventory on a viewability basis, AdMonsters fired out a survey to its base of digital revenue specialists. The responses formed the basis of our inaugural Publisher Viewability Litmus Test (VLT), a report we planned on updating six months later, especially since all signs pointed to the fourth quarter of 2014 opening the floodgates of viewability RFPs.

In December that year, IAB piggybacked on an MRC assertion and declared that 100% viewability is “unreasonable” at the moment. Despite a...

March 20, 2015 Connect video Gavin Dunaway

It doesn’t take a savant to see that digital video advertising is hotter than an industrial forge. eMarketer estimated that digital video ad spend hit $6 billion in 2014, and spend for 2015 will run somewhere around $7.7 billion. And within that, programmatic video spend will hit $2.8 billion in 2015 (37% of total digital spend) and increase the next year to $3.8 billion (40%). A 2014 industry survey suggested that more than half of digital publishers are making their premium video inventory available for programmatic buying.

Yet, premium digital video is still considered a scarce resource, and it’s arguable that supply is not meeting demand. While many video publishers can sell out of inventory easily through direct sales efforts, any publisher monetizing video must have a programmatic strategy in place considering the serious cash injections the space is witnessing. Beyond that, digital publishers getting their video programs up and running will find that programmatic is a highly effective way to sell inventory, lure in new...

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