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BrightRoll+Wibbitz series: the top 6 programmatic video questions from publishers

Jun 15, 2015


This blog series was created in collaboration with BrightRoll, the leading platform in programmatic video advertising. Learn more about their solutions for publishers.

The first part of this series covered the basics of programmatic video to establish a strong foundation for publishers. Now that we’ve laid out what programmatic’s all about, we’re going to dive into the 6 key questions that have held many publishers back from getting started with selling programmatically. Understanding the ‘who’, ‘what’, and ‘why’ of programmatic still leaves many publishers with questions regarding how this new system will benefit them, if there are risks involved, and how it will work into their current workflow. It’s the lack of answers to these questions that has inhibited many publishers from reaping the benefits of programmatic advertising. As misconceptions are put to rest and clarity surrounding programmatic is achieved, more and more publishers will release their inventory into the programmatic market. Doing so will not only stimulate the growth of digital video, it will support publishers to more efficiently and effectively monetize their content.

Here are answers to the programmatic questions you’ve been dying to resolve… 

1. Why programmatic video?

Programmatic is where your clients are headed (if they’re not already there). Programmatic video ad spend is expected to triple in 2015. By not partaking in the programmatic video marketplace, you’re cheating yourself of big revenue and potentially losing customers who are shifting to programmatic methods. Programmatic also makes monetizing ad inventory more efficient, effective, and easily analyzed.

2. Will programmatic reduce my CPM values?

No, and especially not for video inventory which has the highest CPM rates. At this point, demand for premium video inventory exceeds supply, so you can be confident you’ll receive top-dollar for your video inventory. Setting parameters such as price-floors or an average overall price will also ensure optimal monetization.

3. Is my premium content at risk in a programmatic marketplace?

Control over variables such as content channels, ad placement types, and geographies allows you to oversee how your inventory is filled. Publishers can also create a private marketplace where they select which advertisers to transact with on selected sets of inventory.

4. Can I integrate programmatic with my traditional sales team?

Absolutely. Publishers are leading their sales teams to integrate programmatic advertising into their sales pitch to execute directly sold deals programmatically.

5. What if I don’t want a particular advertiser on my site?

Blocking inventory from a particular buyer or type of content is possible both in open and private programmatic marketplaces.

6. How will I monitor my inventory fill?
Programmatic marketplaces actually provide publishers with access to more data on inventory fill than traditional selling methods. This large amount of data allows publishers to see where inventory can be better optimized and how to increase ad performance. Publishers  have access to audience data as well as overall bidding, average, and reserve prices.

The programmatic field is evolving at lightening speed. Clarifying misconceptions and uncertainties as they arise is necessary for publishers to stay abreast on how to best work within a programmatic marketplace. Publishers’ views on programmatic are constantly changing, and the majority are beginning to feel increasingly confident in this system of transacting. The quicker you’re able to understand and maneuver the programmatic marketplace, the more you’ll see opportunities for revenue materialize. Don’t hesitate to ask questions and research the areas of programmatic where you lack clarity. Doing so will give you a competitive advantage in your digital revenue strategy.