Private Marketplaces
The Game Changer: How Programmatic Video is Reshaping Advertising
At a Publisher Forum several years ago, I distinctly remember the collective groan emitted when the topic of programmatic and video came up.The last thing anyone wanted to do was put their incredibly valuable video inventory into an exchange. Many publishers were sold out and/or commanding top CPMs for video.…
Read MorePubForum Memories: Reflections From Sonoma, March 2015
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…
Read MoreForging Forward: Unlocking PMP Potential
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…
Read MoreSix Tasty Takeaways From AdMonsters’ Massive OPS Event
I have just emerged from my sensory deprivation chamber following AdMonsters’ June 10 OPS conference – the stimulation of more than 500 industry players roaming four floors devoted to native advertising, multiscreen and technology was too much to digest. Just before I went into shock, Content Czar Rob Beeler guided…
Read MoreOn the Programmatic Road to the New Premium, Part 2: Competition in the Channels
Pop quiz, publisher: Let’s say Brand X purchases $10 guaranteed CPMs from your direct sales team. However, Brand X’s steely programmatic buying team notices a high-prospect user has just jumped on one of your URLs. They’re dying to retarget them, and perhaps at a rate above the $10 CPM.In the…
Read MoreOn the Programmatic Road to the New Premium, Part 1: The Efficiency Imperative
“The truth is, digital media is overpriced.”I believe I flinched a bit as the agency executive made that blunt statement. We were chatting in the wake of a heated conference session about viewability, where the chief concern among the publisher quotient had been are agencies really going to pay more…
Read MorePaths to Programmatic Premium, Part II: Onto the Promised Land
In Part I of this series, we examined how programmatic premium is less a revolution than a set of tools pushing the notion of programmatic trading beyond the confines of RTB. However, this process is still in its infancy as sellers and buyers experiment with the vehicles that aim to…
Read MoreIncreased Spend Drives TV/Video Alignment & Private Marketplaces
Click Here to Download the Report From the very beginning of AdMonsters Screens in London last November, BBC Worldwide’s Tom Bowman made it clear: TV is not going anywhere. Perhaps a few years before, digital advertising folks had been intrigued by digital video becoming the great slayer of the…
Read MoreMake My Deals Preferred – Q&A With DoubleClick
Leave it to Google to blur the lines between direct and indirect sales. In June, DoubleClick launched Preferred Deals in beta, allowing publishers to offer chosen buyers a sneak peek at certain inventory before it hit the wider exchange. However, the inventory is fixed-price – fixed price and non-guaranteed? Madness!…
Read More