In the third part of the #SuccessStack, we take a look at programmatic ad sales. This article will give you the tools to decide whether programmatic may be the right route for you to grow your publishing business.
What is programmatic?
Originally, digital ad sales required you to go out and sell your ad space direct to advertisers. If they liked the price they agreed to the sale. If not, they may have negotiated with you. All this took time, required advanced bookings, and necessitated a lot of leg work on both sides.
Programmatic advertising takes your digital ad inventory and matches it to buyers looking for the ad space you offer, doing the selling for you. It uses software and algorithms as a go between, increasing ad revenues through a bidding system where the highest paying buyer’s ad is chosen for each space.
The easy way to try programmatic
For most publishers, the easiest and most effective way to try programmatic ad sales is to use an automated ad network like AdSense to sell their ad inventory. This means you don’t have to worry about generating direct sales or any high-touch manual optimizations of your ad sales.
The AdSense platform will find advertisers for you from AdWords and other Google advertisers and accept bids on your behalf, automatically selling your ad units for the highest possible price and placing the winning ad in that spot.
Programmatic advertising 2.0
If you’re a larger publisher who has a significant amount of direct sales or needs to manage their ads at a granular level to avoid conflict, you may need a more advanced programmatic solution.
DoubleClick Ad Exchange is for publishers looking to go beyond the basics of programmatic advertising. You’ll be able to access a wider pool of advertisers, agencies and ad networks to tap into advertising markets beyond Google advertisers. In addition to expanding demand, Ad Exchange provides publishers with
advanced Programmatic Direct tools to help grow your business. But it’s important to know, you’ll also be required to manage more manual inputs and adjustments, so it’s not ideally suited for every publisher.
Consider your next step
If you’re thinking about what you should do next, you might begin with this
short quiz to help you decide which is the correct next step for your business and programmatic advertising.
Ready to take the plunge?
Make sure you
choose the right tool to give yourself the best possible potential earnings. To help you with this,
arrange a free consultation with one of our experts who can help you to choose the right programmatic solution for your business.
