Boost programmatic revenues through a holistic approach
Programmatic revenues have boosted over the last two years and will continue to grow. However this does not mean a complete stop of the traditional way of media buying (per signed IO). Managing both revenue streams from a commercial and technical point of view isn’t perse an easy task and nor does it generate the highest possible revenues. Looking at the technical infrastructure many publishers still operate in a classic waterfall where adserver and SSP do not compete with each other for the same impression. This has several downsides for not only ad ops and yield managers, but also creates unclarity for the commercial team to effectively manage and sell their inventory for the best price possible. This is especially the case for video publishers, who have relatively high volume of deals that are sold on a guaranteed basis, and where programmatic deals on a impression by impression basis often are not able to compete for the most valued impressions where even a higher price could have been earned. During this session, I will provide some key insights, from both ad ops/yield perspective as well as from the commercial side why a holistic approach helps publishers in boosting their overall revenues.