Pricing for Publisher: Scaling Value, Not Volume

Marco Klimkeit () and Paul Benson
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Marco Klimkeit: Yieldlab AG
Paul Benson: Adition UK

A chapter in Programmatic Advertising, 2016, pp 255-264 from Springer

Abstract: Abstract Programmatic Advertising is frequently considered as being synonymous with remnant inventory advertising. In fact, in many markets there are cases in which so-called premium publishers sell their inventory through Programmatic Advertising or, at least, make parts of it available to advertisers and their media buyers. Premium publishing and Programmatic Advertising do not contradict one another. This chapter explains how publishers of premium inventory can profit from the programmatic media trade. It became clear that these publishers even increased their revenue by using the right pricing strategy. Therefore, direct selling will continue to be a strong revenue tool in the era of Programmatic Advertising. The focus of this chapter will be on existing pricing strategies of advertising media and the most important factors that can influence the price of an ad impression. The chapter will also discuss the common arguments against Programmatic Advertising.

Keywords: Price Strategy; Price Auction; Inventory Class; Advertising Medium; Auction Model (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-25023-6_21

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DOI: 10.1007/978-3-319-25023-6_21

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