0 publishers and buyers participated in our State of the Industry survey conducted to gain specific insights into their thinking on the current state of Programmatic Premium and what that means to them. As a result, I went to Scottsdale, Arizona for the Digiday Publishing Summit where I presented the results of those responses.Programmatic Premium is still a new concept in the space and the variety of definitions for it that we received from the survey made clear that further education on the concept is necessary as it continues to evolve. Additionally, the majority of respondents believed that buyers are benefited more by Programmatic Premium primarily because, as one respondent observed, €œ[the]sell side still doesn’t have the insight, controls and automation to really optimize yield and manage an integrated direct/indirect strategy.”
We agree. To maximize digital ad revenue, publishers must have access to the data and tools that can help them better understand the value of their ad inventory in order to increase yield. At OpenX, our approach is to provide one unified platform to manage all sources of a publisher’s demand €“ directly sold inventory, RTB and ad networks €“ enabling all demand channels to compete simultaneously for each impression, thereby maximizing yield for the publisher and giving appropriate access to inventory to each demand channel. OpenX partners are subsequently well-positioned to dramatically increase their revenue.
OpenX believes that Programmatic Premium is simple: preserving the direct relationships between buyers and sellers but facilitated through programmatic (automated) means. Premium is in the eye of the beholder. But to make the most of it, you need to take control of it.
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