#programmatic direct

[adtechhub]

[whathappensinadops]

Any Time I Have To Set Up A Preferred Deal Or Programmatic Direct Deal For A Rep

[netmininginsights-blog]

Publishers give up millions of dollars in high-CPM, incremental revenue because they often turn down small to mid-sized buyers. They simply don’t have enough resources or time to close deals with all the buyers who want their inventory. At the same time, buyers are tired of spending time and wasting money trying to make deals through an endless stream of back-and-forth emails with publishers. There is a better way.  Programmatic direct, or “automated guaranteed,” is not just a solution for large agencies, trading desks and big brand marketers. It can also work for publishers who do a ton of business with small to medium-sized buyers.

[sonobi]

'Inflection Point' Calls For Publisher Mobilization

NEW YORK, July 9, 2014 (MediaPost) - No, not “mobile-ization,” but that’s part of it.

Chris Karl, chief strategy officer and head of market development at Sonobi, a supply-side platform (SSP), on Wednesday wrote an email to the premium publisher community, titled “A Call To Arms for Publishers.”

Karl notes that he and Sonobi see an “inflection point” in the market, and insinuates it was uncovered by GroupM’s decision to pull all of its money from the open ad exchanges in favor of direct, private deals. Sonobi believes this news is positive for publishers, as is IPG’s desire to spend the majority of its money via programmatic. “Soon you will hear about these efforts from Publicis, Omnicom, Aegis, and every other sizable media agency,” Karl predicts.

In essence, Karl believes the future of digital advertising is in “programmatic direct” -- a blend of traditional (direct between buyer and seller) and new (automation and real-time optimization using data) ad trading methods.

Since demand will -- and already is -- call for some sort of direct relationship with buyers, publishes would be wise to have the infrastructure in place to support the demand before it gets out of hand. That’s the gist of Karl’s “Call To Arms.”

The “inflection point” Karl references is no mirage. TubeMogul, a programmatic ad platform, recently reported that there were nearly 200% more private marketplace deals that took place in Q1 2014 compared to Q4 2013. Similarly, CPXi recently noted that there were 250% more impressions served on its private programmatic marketplace in March 2014 compared to October 2013.

That’s not to say open ad exchanges will evaporate, but buyers are weary of wasting dollars. When it comes to ad quality on the open exchanges, progress has been slow.

The other factor at play is not just where advertisers want to spend money, but who the advertisers are. When Advertising Age noted that Procter & Gamble wants to spend 70% to 75% of its U.S. digital media budget via programmatic, the conversations about programmatic changed. Ben Plomion, VP of marketing at Chango, recently told Real-Time Daily that Chango has had more marketers ask about branding via programmatic ever since the P&G news.

“We’re still in the first inning,” is a favorite cliché of the programmatic ad industry. Perhaps we are entering the second.

[Chris Karl's full email can be found here]

[netmininginsights-blog]

The common misconception is that programmatic direct is one very specific type of media buying, but there are two very distinct categories: reserved and unreserved, both of which have advantages and disadvantages. The characteristic both share is a fixed price, but there are significant differences between "fixed price unreserved" and "fixed price reserved."

[netmininginsights-blog]

Clearly the market wants to figure this dielmma out, and the promise of programmatic means different things to different people. This is a complex space that needs more information and definition. As an industry we have two primary “stacks” of technology that drive advertising between the buyer, seller and consumer. One is what I’ll call the “direct” stack, and the other is the real-time bidding (RTB) stack.

[whathappensinadops]

When A Rep Asks "What's The Big Deal With Programmatic Direct? Other Than Replacing AdOps With Computers"

Their Face When I Say "Saves On Commissions":

[netmininginsights-blog]

The iSocket solution is essentially a collection of APIs: Plug them in and the trading desks used to manage programmatic RTB inventory will also be able to handle programmatic direct inventory. iSocket is betting that this method, which allows advertisers to use the technology platforms they're already familiar with rather than compelling them to learn a new system, will further spur acceptance of programmatic direct tools.