Free ebook: RESTORING THE BALANCE

Ooyala’s new e-book shows how programmatic technologies are thriving in the new holistic era of video advertising Publishers don’t have to choose between programmatic and direct any more. Our new e-book contains a three-part series, an edited version of which originally appeared on Digiday. It shows how today’s holistic ad platforms and other new premium tools are changing the game. Restoring the Balance: How Programmatic Levels the Playing Field for Buyers and Sellers includes: -Bridging the Direct-Programmatic Divide: How Holistic Platforms Unify Trading Efforts. Learn how the emerging crop of holistic solutions is offering the best of both worlds. -From OTT Platforms to Publishers: Here’s How to Make Money. How can publishers benefit from the “huge surge” in advertisers moving dollars to OTT? -The New Programmatic Arsenal: How Turner, The Economist are Beefing Up Their Approach. This article outlines the emerging tools that are helping publishers earn even more from programmatic channels. Ready to learn more? Fill out the form and read Restoring the Balance: How Programmatic Levels the Playing Field for Buyers and Sellers today.

First 3 Pages

RESTORING THE BALANCE HOW PROGRAMMATIC LEVELS THE PLAYING FIELD FOR BUYERS AND SELLERS INTRODUCTION In the current programmatic environment, where so much publisher data has been made available to ad buyers, publishers are faced with a dilemma: How can they best strike a balance between their needs and those of their buyers? In this exploration of the sell side delving into programmatic, we will examine how premium publishers are balancing programmatic and direct sales, how they are using programmatic to monetize OTT content and what programmatic tools they’re using now, all in the interest of leveling out control between themselves and the buy side. Based on a sponsored article series that originally appeared on DIGIDAY Bridging the direct-programmatic divide: How holistic platforms unify efforts Publishers increasingly inhabit a world where revenue is divided between direct and programmatic channels, but programmatic won’t fully replace direct sales any time soon. Finding a way for the two sides of the revenue equation to coexist is critical when every drop of revenue and every iota of efficiency counts toward the bottom line. Delving into specifics, programmatic has swallowed up nearly two thirds of all US ad spend according to eMarketer, but direct still captures nearly $11 billion in ad spend. The challenge is a bit of a left brain/right brain one: Programmatic requires a systematic analysis of A/B testing and advertising optimization. Meanwhile, direct sales are still all about the personal relationships that have greased the wheels of media for decades. To efficiently straddle both worlds, progressive publishers are experimenting with a new crop of holistic solutions that will allow them to efficiently manage both sales methods simultaneously. THE TWO-TEAM APPROACH Many publishers have to maintain separate teams to manage each channel. At AOL, for example, sales are essentially divided into two, different groups. The managed media team mostly focuses on direct sales, but even that “doesn’t mean they won’t get involved in programmatic conversations,” said Geoff Dodge, head of sales productivity at the company. “At AOL, we’re doing a lot of team selling now.” This means assessing customers for where they’d fit best, whether it’s direct or programmatic–or a bit of both. The challenge therein, Dodge explained, is understanding the client “in a world that moves at the speed of light.” The current pace of the industry makes it difficult to present custom solutions to advertisers, especially when those solutions might straddle direct and programmatic...and therefore two different ad sales teams. THE WATERFALL METHOD Then there’s the “waterfall” method of ad sales, which lets publishers offer up their inventory to demand sources in order of their profit potential, starting, of course, with the highest revenue option. This bulk approach to ad sales may not be the most nuanced, but it is still a popular way to make the most money off otherwise unsold inventory. And thanks to technology, it’s getting easier and easier to execute. “If you look at some of the software companies that are now dipping their toes into this space, it is very clear that it’s only going to get more technology driven,” said Dodge. “The amount of space being purchased directly continues to go down every year, and the amount of space purchased programmatically continues to go up. It’s hard to stop this trend.” If you look at some of the software companies that are now dipping their toes into this space, it is very clear that it’s only going to get more technology driven.”“