Programmatic direct requires standardisation to benefit buyers and suppliers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2022, 12:13 PM GMT+0

The higher-value deals through programmatic direct will let publishers to make the best use of their inventory while achieving efficiency and maximum ROI.

Monetising inventory for publishers and reaching target audiences for advertisers has gotten tougher and expensive amid growing privacy restrictions and anti-tracking techniques. While programmatic direct isn’t as accessible owing to technological and cultural barriers, it can provide publishers and advertisers more transparency into the ad buying process.

Through programmatic direct, advertisers can access premium inventory and audiences, while publishers can boost inventory value with lower technology fees and no middlemen. Advertisers can benefit from price guarantees and inventory commitments with preferred deals with programmatic direct.

Integrate demand and supple to make it easier for advertisers to discover pricing, inventory and ad products. Publishers must automate access to premium inventory and advertisers must be aware of other direct deal types.

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