Advantages of Programmatic Bidding

Use Programmatic Bidding to get the competitive edge for mobile advertising. Create more value for your users and the advertisers trying to reach them.

From an operational standpoint, a programmatic business allows publishers to efficiently manage business complexities as well as simplify ad operations and their advertising technology stack. From a revenue standpoint, publishers are responding to a massive shift in media buying preferences as media buyers are moving more and more budget to programmatic buying due to its superior targeting and retargeting capabilities. Say what?

In the mobile advertising world, 90% of the transactions occur on the demand side. So selling inventory the way DSP's buy it is only logical. We all know that humans are slower and less accurate than computers. So why not use these facts to our advantage?

Revenue vs Costs

Programmatic markets not only drive revenue but can reduce internal ad tech costs and complexity. They ease the transition of ad network relationships and enable the participation in both private or open exchanges. They also help optimize the yield across DSPs. You can bring your own tags to Verizon Media or deploy our tags. The result is enhanced demand strength of publisher inventory with a single integration.

Programmatic describes a set of markets that leverage real-time transactions between the publisher and media buyer. The transactions that occur within programmatic markets can be competitive auctions (enabled by real-time bidding) and/or pre-negotiated transactions as seen in direct markets.

Verizon Media Ad Platform SSP Programmatic Markets

Market

Exclusivity

Transaction

Programmatic Direct

Facilitates one-to-one direct relationship between a publisher and agency or advertiser

Pre-negotiated, fixed CMP

Private Marketplace

Designated inventory available to select buyers

Pre-negotiated, fixed CMPor Competitive auction

RTB

Open exchange

Competitive auction

Mediation

Open to all ad networks or other buyers that buy via static connections

Dynamic Allocation

Put all or some programmatic markets in place, depending on your revenue strategy and preferences.

Programmatic DirectFocuses on the Big Picture

Programmatic Direct supports the direct relationship between the publisher and an advertiser or ad agency. In some cases, Programmatic Direct deals are put in place against certain types of inventory; and it is often the only way specific advertisers or agencies will make transactions. Typically, a publisher's sales team makes the deal. The elements of the deal are codified in a Deal ID, which includes specific details, and the advertiser or agency buys programmatically based on the terms of the Deal ID.

Private Marketplace is Selective

Publishers may engage Private Marketplaces to sell to selected DSPs. Typically, the publisher would implement specific types of rules (price floors, brand rules, etc.) that differ from the rules used in a public exchange. A Private Marketplacecan act as a spot market, stood up for short periods of times (for example to support a specific type of sporting or holiday event, etc.) or can exist for longer periods of time (performing as a key method to sell to specific media buyers).

A feature unique to SSP is the ability to rollover unsold impressions from a Private Marketplaceto the open exchange. Doing this allows publishers to strip out some data or channelize the inventory (make semi-transparent) and sell it at a different price point on the open exchange thereby maximizing revenue potential.

RTB and Mediation

To maximize demand, most publishers sell on the open exchange–via RTB and mediation. On the open exchange, publishers can create different ad quality rules, price floors, ad placement rules, etc. These rules can be optimized to both protect your interests and accelerate revenue.