PubAcademy UK: Publishers’ Choice

Our penultimate PubAcademy of the year took place on November 9th in London, bringing publishers and buyers together to discuss the choices publishers are forced to make in order to successfully navigate the sometimes choppy waters of programmatic. We also took this opportunity to discuss how sellers and buyers can work better together to ensure all parties involved realise the value on offer.

Through the discussions that took place, we were able to identify the four key themes that seemed to resonate well with attendees:

Publishers Want to Take Back Control of Ad Decisioning

It would seem that the majority of our industry is familiar with the concept that today’s legacy ad serving infrastructure is ill equipped to help publishers manage and capture holistic yield. It is clear that many publishers are still trying to figure out how they can explore and implement alternative, open ad serving set-ups whilst minimizing the disruption to their businesses.

Working with a holistic monetization platform such as PubMatic SEVEN, with its modular approach, allows publishers to choose which products or solution sets they want to integrate and when. Only by having this choice will publishers truly be able to realise the full potential of their digital assets.

Publishers Want Partners, Not Tech Vendors

While the continued evolution of the market, its increasing complexity, and the plethora of tech vendor choices available all play a role in driving programmatic spend, they have just as much potential to inhibit growth as well.

In that light, our key panelists highlighted the importance of establishing two-way partnerships between publishers and their tech vendors. When publishers are evaluating technology partners, the primary concern is finding ones that are open, transparent and willing to integrate with each other for the good of the publisher and the overall digital media market.

Header Bidding is Still a Hot Topic, But The Conversation is Evolving

During our discussion we challenged the hypothesis that header bidding is little more than “waterfall” 2.0. Many publishers are still allocating priorities as they continue to build out strategies around their direct sold books of business and where the sweet spot can exist between the IO and programmatic direct. Regardless, all of our publisher panelists were in agreement that header bidding has had a positive effect on yield and that it’s here to stay. The conversation is evolving, as is the need. Having to manage multiple header tags and the impact they have on page performance and user experience remains a concern.

Hence the exploration of the pros and cons of solutions that address these potential issues, such as wrapper tags and server side integrations, are going to be vital over the coming months. Looking forward, there remains a lot of uncertainty around whether open source or proprietary is the route to take. The jury’s still out, but expect a verdict soon.

Publishers and Buyers Still Have Work to Do to Make the Marriage A Happy One

Our panel of publishers and buyers shared some of their key asks of each other to help everyone realise the potential that programmatic offers. In no particular order:

  • Make PMP deals more discoverable and design them to meet buyers’ needs. Building PMP deals around curated audiences, for example, or being sure to support the buying models of agencies;
  • Design PMPs to be ‘always on’ and proactively troubleshoot when they are underperforming;
  • Design offers that support the buying models that agencies will be adopting in 2017—the combination of programmatic AND automated guaranteed, for example;
  • Provide access to more targetable and segmented second-party data to drive increased bid density;
  • Finally, communicate more frequently and be more transparent.

pa_logofinaluk112216About PubAcademy

PubAcademy is a global industry education initiative PubMatic launched to help ensure our customers and partners are in the best position to achieve their individual business goals and address the unique set of challenges that they face in this ever changing world of programmatic.

For more information about our platform, SEVEN, visit PubMatic’s website here or email info@pubmatic.com. To find out more about PubMatic’s PubAcademy events, including when the next one will be held in your region, or to suggest a topic or speaker for a PubAcademy session, email PubAcademy@PubMatic.com.

How Analytics Can Increase PMP Revenue for Publishers

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By: Jim Tarr, Director of Product Marketing Big Data & Analytics 
Alaric Thomas, Director Product Management Big Data & Analytics

Private marketplace (PMP) adoption continued to increase in 2015, and there are no signs of it slowing down. eMarketer estimates that PMP spending will reach $3.65 billion this year and grow 35% to a projected $4.93 billion by 2017. These gains are driven, in part, by the premium prices that PMP inventory garner. PubMatic’s Q3 2015 Quarterly Mobile Index Report found that PMP CPMs are higher than non-PMP CPMs, by a factor of 5-6x for mobile PMP and 3-4x for desktop PMP.

Publishers are embracing PMPs as a means to gain more control over which advertisers run on their premium inventory in the programmatic space. Buyers are interested in PMP as it allows them to better reach their target audience through a publisher they trust, with the benefit of access to premium inventory that might not otherwise be available in the open market.

While PMPs will likely continue to be an effective programmatic solution in 2016 for publishers and buyers alike, they present some challenges. For publishers, issues like finding the right buyers, setting pricing and troubleshooting can create barriers to successful PMP implementation. However, with the right data and actionable information, these challenges can be overcome. The following are a few suggested strategies for publishers to address these issues by leveraging analytics.

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Three Reasons Why Private Marketplaces Are So Popular With Buyers & Publishers

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By John Stoneman, VP EMEA

As programmatic advertising continues to grow globally, its growth in many markets is partially fueled by the rise of private marketplaces. In its early years, the word “programmatic” solely meant the buying and selling of advertising inventory in a real-time open auction. Recently, however, we have witnessed the rise of invitation-only programmatic marketplaces called private marketplaces. These private marketplaces (PMPs) provide publishers with the ability to designate certain parts of their advertising inventory to a select buyer or group of buyers, which differs from the open auction where the advertising inventory is open to all bidders.

In the U.S., the market where programmatic got its start, private marketplaces have grown massively in popularity. PMP is projected to account for 28% of an $11.8 billion programmatic market by 2016 up from just 2.0% in 2013, according to eMarketer.

Here are three reasons why PMPs have become a favorite of so many buyers and premium publishers.

Control

PMPs allow publishers to determine the buyers or advertisers that will be allowed to bid on certain parts of their inventory. This control often means that publishers feel more comfortable about selling their premium inventory programmatically, since they have selected the advertisers that they are offering it to. It’s the type of control that buyers and publishers have always had during the traditional direct sales process and PMP can bring it to programmatic.

PMPs provide buyers with added inventory transparency as being part of a PMP means they will have already identified a publisher they are comfortable buying from. PMPs also provide buyers with access to some types of premium inventory that may not be available in open auction. Finally, PMPs provide premium publishers with an extra level of confidence about the creative that will appear on their digital properties, helping to address any concerns they have around brand safety.

Workflow Automation

PMPs offer the superior workflow automation that is the hallmark of programmatic advertising when compared with traditional direct sales. Both publishers and buyers benefit by significantly reducing the traditionally time-consuming process required to execute traditional direct sales.

Relationships

PMPs allow publishers and buyers to extend an existing direct relationship into programmatic. As more inventory is bought programmatically, PMP is an easy way for both buyers and sellers to maintain the rewards of an existing direct sales relationship whilst at the same time benefiting from the efficiency and effectiveness of programmatic execution.

Programmatic is exploding globally, estimated to reach 48% of all global digital display spending this year. As that growth continues, PMPs will play a significant role as buyers and publishers seek to take advantage of its benefits as we move further into the age of programmatic.

Click the hyperlinks to learn more about PubMatic’s PMP and programmatic direct offerings for publishers and buyers.