In an ideal world, your programmatic team would be able to pull, analyze, and optimize a daily impression allocation across exchange partners, down to each individual piece of ad inventory. This method of exchange monetization changes the game for publishers, creating an environment where it’s no longer about choosing a programmatic partner, but rather making vendors compete for available inventory, resulting in increased eCPMs and overall digital sales revenue.
Buyers are reluctant to pay high CPMs for “standard” inventory like leaderboards and skyscrapers. When ramping up your programmatic offering, start with this traditional digital inventory, and free up your sellers to focus on higher-premium custom product offerings.
Sales should see programmatic as an opportunity, not a setback. The last thing you want is to have your sellers feel like inventory is being taken away from them. Educate them about your direct sales approach, and how it will offer them the chance to increase their revenue.
There are a lot of programmatic offerings in the marketplace. Take your time and try out a variety of solutions, starting out with your backfill channels. Perform A/B tests with vendors until you find a good mix of partners. Experienced yield managers or partners are invaluable during this part of the process.
Once you know which vendors work best for you, there are more strategic possibilities for your high value inventory. Get your best partners competing for this “premium standard” inventory in a private setting for a much higher potential yield.
The most sophisticated publishers that make use of the private marketplaces have progressed to a level in which automated, guaranteed deals with agencies and large brands are possible. This solution is still relationship-based, and requires sellers to manage the deals, making it the ultimate convergence of programmatic and direct sales.