Historically, €œpremium€ was considered highly valued ad space that was only sold directly by the publisher through traditional means. Meanwhile, new technologies like Real-Time Bidding (RTB) were developing that enticed publishers and advertisers with an opportunity to buy and sell premium ad space in a more efficient and effective way.
Although publishers have traditionally been reluctant to place their premium inventory into exchanges, the old assumptions surrounding automated trading are no longer valid and this reluctance is fading. The digital advertising space has fundamentally changed with programmatic trading cementing its role and an increasing appetite for programmatic trading of premium inventory. For both advertisers and publishers, this phenomenon can no longer be ignored.
In fact, our new research confirmed what we had suspected about programmatic trading at-large: more than 70% of the respondents surveyed are currently trading programmatically and predict double-digit revenue growth this coming year. And many publishers believe programmatic trading provides solutions to the common inefficiencies found in the traditional direct sales process, including: replacing the insertion order workflow, billing and reconciliation, optimization and trafficking.
As Ive said before, €œpremium€ is in the eye of the beholder, but publishers and buyers are eager to take real control of it programmatically. So, as the industry shifts, its necessary for digital media companies to provide fully integrated programmatic trading platforms that can service the entirety of a publishers inventory. In our survey, publishers indicated that they are looking for an ad technology solution that provides comprehensive yield optimization, granular controls, and reporting insights. Approximately 70 percent of publishers that currently dont use an ad server with integrated exchange capabilities are likely or highly likely to convert to one in the coming year. OpenXs unified monetization platform is an example of such a platform: OpenX manages all sources of a publishers demand and maximizes yield, giving appropriate access to inventory to each demand channel.
For publishers interested in learning more, please join our Programmatic Premium webinar: Wednesday, April 17, 2013 at 11:00 AM (Pacific) or download the white paper here.
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