Category Archives: The New Digital Advertising Ecosystem

The New Digital Advertising Ecosystem Part 7: Programmatic Direct and Private Marketplaces

Private Marketplaces, also known as PMPs, are places where publishers offer their ad inventory to a selected group of advertisers. You may also hear buying in Private Marketplaces referred to as:

  • Programmatic Premium
  • Programmatic Direct
  • Programmatic Guaranteed
  • Programmatic Reserved
  • Preferred Deals
  • Private Auctions

Don’t worry, these are all basically the same thing – just different flavours of PMP.

Programmatic Direct combines the best of direct sales with the targeting and automation benefits of programmatic. PMPs are now a popular method of programmatic trading.

For publishers, PMPs give tighter control on which kinds of advertisers and creatives will be displayed on their site or app, while not having to manage individual advertisers like they would in a direct buy.

For buyers, PMPs allow access to premium quality inventory, and all the bespoke benefits of working directly with a seller – but also allow use of data, targeting and reporting from a single DSP dashboard.

Typically CPMs are higher in a PMP because premium advertisers are competing for the highest quality ad inventory on very reputable digital properties.

Each type of PMP does a specific job for buyers or sellers.

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This is a great video from sovrn that covers RTB v PMPs and Programmatic Direct in a little more detail.

Make sure you read the earlier articles in this series to understand basic concepts of programmatic.

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The New Digital Advertising Ecosystem Part VI: Agency Trading Desks

In the latest in our series on programmatic we take a look at Agency Trading Desks (ATDs), the independent units within media agencies that specialise in programmatic buying. In Asia we often hear ATDs referred to as Internal Ad Networks, or just as “the Programmatic team”.

Agency Trading Desks have been set up by the large agency groups to support their clients who want to buy programmatically.

Examples include Xaxis, Accuen and Vivaki. See the Holding Company, Agency and Trading desk mapping below to understand how it all fits together.

Map of Agencies and Trading Desks [PDF]

Download here.

Agency Trading Desks usually offer a transparent and data driven approach to media buying, certainly compared to standard digital media, and can deliver impressive ROIs for smart marketers. ATDs use Demand Side Platforms (DSPs) to buy their media, and utilise a combination of Real Time Buying (RTB) and direct publisher deals to get the best results. Targeting is delivered via a Data Management Platform (DMP).

We know. Too many acronyms.

In summary, programmatic is a much smarter way of buying media and SHOULD get you better results.

But it can be confusing. Agency Trading Desks do a great job of simplifying this complex world.

In addition to being the future of media, programmatic is also a major revenue growth engine for agencies, who have seen profits reduced over the past 20 years by (sometimes over zealous) client procurement teams.

Establishing ATDs as a specialist unit enables agencies to charge fees for the additional services provided, including technology, data, and bespoke media. This is good or bad for the client depending on who you listen to.

What is for certain is that programmatic is moving at high speed and Agency Trading Desks are still evolving. Some ATDs will disappear and become part of the agency, while others will remain as specialist technology units.

In Asia, programmatic is just getting started and we still haven’t seen a full roll out of ATDs beyond regional level in Singapore. Watch this space.

We should also note that there are a bunch of other trading desks operating independently across Asia outside the big agency groups including Performance Asia and CTRL/SHIFT alongside many more.

The New Digital Advertising Ecosystem Part V: Programmatic goes Global

The programmatic revolution knows no borders. The same transformation that North American and European ad markets have seen recently is now showing up in markets around the world – including Asia – as global marketers embrace programmatic. In fact 55% of brands and agencies already have a global programmatic strategy in place according to recent studies.

The drivers for the broad adoption of programmatic are simple to understand, and similar globally. Brands and agencies use programmatic to increase marketing efficiency, helping them get more out of their budgets.

In the latest in our series covering the new Digital advertising ecosystem we look at best practices and emerging trends as programmatic goes global in Advertising Age’s Global Programmatic Survey, conducted for DataXu.

The New Digital Advertising Ecosystem Part IV: The Life of a Programmatic Ad Impression

With advertisers set to spend more than $9 billion on programmatic buying by 2017, we all know the future is coming. However, confusion still exists about how ad exchanges and data driven buying really work.

In this latest in our series on the new Digital advertising ecosystem we look at the incredibly short but complex life cycle of a programmatic RTB ad. Continue reading The New Digital Advertising Ecosystem Part IV: The Life of a Programmatic Ad Impression

The New Digital Advertising Ecosystem part III

For this latest post in our ongoing series looking at The New Digital Advertising Ecosystem, we wanted to go right back to basics, and look at an online advertising 101. Understanding the evolution of the Digital media market over the last decade is a crucial part of understanding what is happening now. Continue reading The New Digital Advertising Ecosystem part III

The New Digital Advertising Ecosystem Part II

We have already covered the new digital advertising ecosystem at a basic level in a previous post.

Here we wanted to start looking at things in a little more detail with the help of LUMA Partners. Continue reading The New Digital Advertising Ecosystem Part II

The New Digital Advertising Ecosystem

Digital is evolving, but the new data-driven real time advertising ecosystem can be confusing.

In an attempt to bring some much needed transparency to ad exchanges and display, Ad Exchanger have a great series of posts dealing with some common questions.

Let us know if there are any other issues you think need a simple explanation, and we can help with answers.