For publishers, smart RTB strategy is evolving
by Chris Patheiger, VP of Marketing & Communications
It seems like only a couple of years ago that publishers were just starting to dip their toe into the ocean of real-time bidding and programmatic. While larger publishers, with multiple sites and plenty of ‘remnant’ inventory, were happy to experiment with a channel that offered them some revenue on possibly otherwise-unused inventory, smaller and specialized publishers were still seeing reasonable returns with their traditional arrangements.
But now it’s almost the end of 2014, programmatic has grown so large that it’s almost consumed RTB, and while most publishers have joined the programmatic/RTB bandwagon, the landscape has changed. The growth of programmatic and the corresponding use of Big Data means that advertisers – and media planners – are looking for more information than ever so they can segment, refine and hyper-target their audiences; the marketplace is shifting between open exchanges and private exchanges (and the jury is still out on which is better); and display ads are just part of an advertising solution set that includes audio, video, rich media and mobile. All while native advertising – especially on large, trusted sites – is becoming more popular and more accepted by consumers.
So what’s a publisher to do?
This infographic from SmartAdServer offers 6 best practices for publishers in the new RTB marketplace.
We agree with all 6 points offered in the infographic, but we’d like to offer a couple of additional ones:
- The more you know about your visitors and their behaviour, the better positioned you’ll be to take advantage of hyper-targeting and retargeting – both gaining in popularity (and budget). Sure, straight traffic numbers are still important, but as CPMs decline in popularity as a core measurement or KPI, the publishers who have accurate information about the demographics, psychographics and purchasing patterns of their visitors will win the war for media budgets
- Great content will still (eventually) win the day. Advertisers’ biggest hot-button issue right now is ad fraud – but ad fraud tends to be a problem mostly when a site is a little shady or doesn’t publish high-quality, original content. Sites that demonstrate consistent, original, genuine content will be the biggest beneficiaries of advertisers’ growing programmatic and RTB spends.