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.

Insights from PubMatic’s Q3 2016 Quarterly Mobile Index

After analyzing the data behind the billions of impressions that flow through PubMatic’s SEVEN platform on a daily basis, we’ve seen four key trends emerge that demonstrate the power of programmatic for mobile advertising. PubMatic’s Q3 2016 Quarterly Mobile Index (QMI), released today, shows that publishers are seeing tremendous results in mobile performance and efficiency.

The two most significant findings from our Q3 2016 QMI boil down simply to ‘private marketplace’ and ‘header bidding.’ Basically, we’re seeing mobile rapidly adopt strategies and tactics for programmatic buying and selling at a faster pace than display has executed on.

Through our analysis we found that mobile private marketplace inventory is valued nearly 200 percent more than the mobile average. Given the benefits of mobile private marketplaces—specifically, the ability to serve ads in environments that provide transparency, help limit fraud and promote accountability—this growth demonstrates the continued shift of brand dollars to programmatic as brands become more comfortable with this channel. Going a step further and looking at the IAB publisher categories that saw the most growth in mobile web eCPM (Entertainment & Leisure, Real Estate, Sports & Automotive, etc.), it’s clear that publishers in the Lifestyle category should make premium mobile inventory available to buyers via PMP.

Our report also demonstrates that publishers around the globe are adopting header bidding strategies for their mobile web inventory as the result of the significant lift generated when all sales channels are able to compete at the impression level. While mobile web header bidding impressions were just emerging one year ago, PubMatic found that mobile web accounted for nearly one-in-five impressions transacted via header bidding in Q3 2016.

Header bidding impressions create more opportunities for advertisers to win an auction for the highly-coveted mobile consumer. Not only does this tactic generate higher eCPMs due to demand, but valuable cookie information gets passed that will allow buyers to make better decisions as well. Now that header bidding is table stakes for desktop and mobile web, the next frontier will include bringing header bidding beyond the header and into mobile apps. This will ultimately provide increased opportunities for growth.

Furthermore, during the Q3 Back-to-School season, retail publishers saw more than 230 percent increase in mobile web eCPM value. Shoppers are spending more of their time researching products and making purchased on their mobile devices, providing further opportunities for effective and engaging mobile advertising. This is particularly important heading into the retail-obsessed holiday season, during which publishers in the retail category should ensure that they are making their higher-quality mobile inventory accessible to advertisers targeting mobile consumers.

Although mobile app inventory share increased worldwide, mobile web monetization continued to provide the largest opportunity for premium publishers. PubMatic data shows that mobile web eCPMs grew twice as fast as mobile app eCPMs between Q3 2015 and Q3 2016, with a growth rate of 32 percent versus 16 percent for mobile apps. Advertisers and publishers need to balance mobile strategy to leverage the growing popularity of apps and monetization opportunity with mobile web. Partnering with programmatic experts can help achieve this goal.

We’ve summarized the key findings from our latest Quarterly Mobile Index in the infographic below, and you can download the full report by clicking here. Be sure to check back in a few months for our Q4 2016 Quarterly Mobile Index as well.

infographic_Q3_QMI_v4b