External factors like GDPR, changes in auction types and bid shading can affect the health of ad stacks, and ad spends.
Advertisers miss out on the opportunities that the open market provides due to their focus on preferred deals, private auctions and programmatic buying. This article argues that publishers and marketers can utilise low-value inventory items to maximise ROI at cheaper rates.
Both advertisers and publishers should analyse their ad strategy to assess what deal type suits their business needs. While prioritising programmatic strategies, neglecting opportunities like backfill ads as they are usually unsold and considered low-value.
The author suggests that publishers optimise advertisements for each impression through a strategically planned “price flooring”. To have a significant impact on overall eCPM, marketers should consider flooring by the day of the week, time of the day, ad unit and content area based on needs of the campaign.
[4 minute read]