How to Be a Successful Publisher in the Programmatic World

Frank Bachér () and Jay Stevens ()
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Frank Bachér: The Rubicon Project
Jay Stevens: The Rubicon Project

A chapter in Programmatic Advertising, 2016, pp 165-175 from Springer

Abstract: Abstract Within just a few years, automation has changed the face of advertising as we know it. The impact on publishers, advertisers and agencies is enormous, and on going. Publishers have to deal with a lot of challenges: They have to find creative ways to monetise their increasing mobile inventory through new ad formats, to leverage data and new formats, not to mention hiring or retraining staff who can thrive in this shifting environment. The option to sell premium inventory through automated guaranteed is another game changer. With automated guaranteed, reports suggest the promise is of another big chunk of digital advertising moving to being sold programmatically which results in significantly improved efficiency. Defining programmatic targets for sales teams is a further logical step towards the future of automated advertising. Every publisher should also have an opinion on seller co-operatives (also known as alliances or coalitions): in many European markets, as well as worldwide, publishers have founded co-ops to increase scale and pool data around their unique, high quality audiences. Buyers and sellers alike should be aware of the rapid development and evolution of advertising automation: third parties suggest that in future, there will be no ‘programmatic’, but rather data and automation will form an intrinsic part of all advertising.

Keywords: Sales Team; Mobile Advertising; Mobile Inventory; Advertising Market; Programmatic Advertising (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_14

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