How To Unlock New Advertising Dollars With Programmatic
eMarketer estimates nearly four out of of every five US digital display dollars will transact programmatically in 2017, totaling $32.56 billion. By 2019, programmatic share will rise to 84.0%. To keep pace with the steep adoption curve of programmatic, independent publishers must introduce automated buying options for native advertising.
Nativo’s Programmatic for Publishers brings robust sell-side workflows and an integrated SSP / ad serving solution to publishers looking to support programmatic media buying. Whether it’s to enable your direct sales team to do programmatic, offer custom inventory packages to specific third-party buyers, or plug into a turnkey third-party demand solution, Nativo provides the solution you need.
Programmatic for Your Direct Sales Team
For publishers with a direct sales team who want to access programmatic budgets directly from their agency and brand relationships, Nativo’s Direct Deals is the perfect option. Publishers can negotiate a deal with an individual brand or agency and define a floor price, as well as audit and reject creatives coming through programmatic pipes. With Direct Deals, Advertiser partners can transact programmatically via DSPs including The Trade Desk and DBM.
Leverage Third-Party Demand
Nativo’s Open Deals enable publishers to provide custom and “always on” packages to third-party buyers, including networks, SSPs, DSPs and exchanges. With Open Deals, publishers negotiate directly to make their inventory discoverable via third-party buying platforms. A key benefit with Open Deals is that branded inventory packages marketed on these platforms command higher CPMs compared to unbranded inventory made available programmatically.
Turnkey Programmatic Demand
In addition to Direct and Open Deals, Nativo’s nativeRTB provides publishers turnkey access to additional programmatic demand in an open exchange environment. nativeRTB aggregates an ever-growing list of third-party demand providers to provide new fill opportunities to publishers. Demand partners including The Trade Desk, Bidtellect, Zemanta, StackAdapt, Spartan, PulsePoint, Powerlinks, and Storygize bid to win native display impressions on the open exchange. Recent integrations with Rubicon Project and Bidswitch bring nativeRTB inventory to programmatic buyers on DoubleClick BidManager (DBM), Yahoo, Adelphic, and Rocketfuel platforms. More demand provider integrations are planned for in the coming months to make nativeRTB the go-to option for turnkey third-party demand.
Transparency in the Programmatic Space
Nativo’s Programmatic for Publishers offering provides additional transparency and insights into programmatic performance. With intuitive, self-serve reporting options, publishers can gain insights into the bidding behavior and auction performance for the deals and DSPs accessing their inventory programmatically. A dedicated Auction Report, coming soon, will include metrics such as average bid price and win rate, enabling publishers to make more informed decisions regarding setting floor prices and enabling or blocking demand partners. In a landscape notorious for opacity, Nativo provides publishers with transparency and insights.
Contact us today to unlock new advertising dollars with programmatic.