The next chapter in the programmatic premium saga
I'm writing a follow-up piece to my programmatic premium effort from last year – http://www.admonsters.com/blog/programmatic-premium-beyond-rtb – and I could use some input. Technology has empowered publishers, enabling them to levy additional programmatic channels such as programmatic guaranteed and private exchanges, but how do you decide what goes into each channel? How do you optimize each channel in terms of price while also making sure each one has its perks (e.g., audience data)?
For those of you with multiple sell channels, how are you determining what inventory goes where? What kind of testing do you go through and how do you analyze performance across channels? And how does the RFP to billing process compare to direct sales?
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