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Options for Publishers
Publishers are in a unique position because as suppliers they have power (the audience)
In an environment where demand is high, publishers will always have power over the supply of premium inventory.
Even in a completely automated programmatic direct market, performance on digital ad spend could demand considerably higher margins than any direct sales reps are closing today –
particularly when there is a limited supply of audience targeted premium inventory.
Programmatic Direct is an option that will work for some publishers and not for others due to a lack of understanding metrics / and or a lack of investment in a DMP or a fear of transition (cultural)
Click A programmatic campaign needs volume to work.
You need to invest time, money and understand what Critical Success Factors are needed to create your Key Performance Indicators that identify success. It doesnt happen overnight.
It costs money, the less data you have the more you depend on data from others.
This is not a win win game.
Click - However if you have the history, the data, the brand awareness and you’ve never done it before, it really can work.
Click Client service from vendors is often just short of shocking, its even worse than big G!
Transparency is a REAL issue.
Who is a vendor, who is an agency, who makes money out of data and who makes money out of
Optimisation and refinement and where the margins are? are all painfully unclear.