Having trouble finding advertisers? Selling your impressions under price? Stuck with a bunch of unsold inventory, or worse – not even aware that it’s unsold?
Use programmatic selling – it means taking control, selling more, AND for more money!
What is programmatic anyway?
Oh, it’s just the future of advertising, right at your doorstep… It’s a faster, cheaper and more precise way of buying and selling online ads.
And when we say future, we mean this: some estimates say that by 2020, this type of ad spending will account for 86.3% of the digital display pie in the US.
But if you’re a publisher who is new to all this, you may wonder – how exactly do I benefit from programmatic selling?
Well, allow us to offer several answers:
By using a software called Supply-Side Platform, or SSP in short, publishers get access to more demand for their ad spaces.
Of course, more demand means more competition between buyers, and this means you can sell for a higher price!
An SSP is connected to a wide range of ad exchanges and ad networks, as well as lots of advertisers’ Demand-Side Platforms, or DSPs. Both of these platforms operate automatically, negotiating and competing for prices on a digital marketplace.
A world of new buyers is out there
Connecting to many ad exchanges and ad networks lets you offer impressions to a large pool of potential buyers, all at the same time. This enables you to reach new demand which you might not have even known of before.
We should also add that the whole process is by no means slow – it takes less than a second to find buyers!
As you probably know, going from one advertiser to the other and negotiating for the price of each impression takes a whole lot of money and time.
You must have also noticed that your best ad positions sell first, while others remain empty, leaving gaping holes in your inventory.
But, thanks to programmatic selling…
…the process of negotiating is now much easier! Because of real-time bidding, your SSP will automatically find the highest bid for your ad positions.
This means that you can easily maximize the value of each impression, with less cost.
Not only does it make the whole thing less painful, it also helps you discover more advertisers and offer your previously unsold inventory to them, which leads to a higher fill rate.
In reality, that’s just a longer way of saying: more profit for you!
An SSP gives you complete control over management and sales of your ad inventory – from setting the minimum price of a single impression, to the selection of preferred buyers.
Nothing is sold under value… not on SSP’s watch!
With transparent reporting, you can easily get a complete insight into the buying and bidding process. Customize your reports and use them to identify new opportunities, discover trends and adjust prices in real-time, as the bidding happens.
Recapping the benefits
OK, so what have we learned today? Using an SSP, you can:
- Access more demand
- Sell what’s left unsold
- Get complete control over your inventory
Also, it reduces the costs of media selling, leaving you more spare time for other tasks.
And all of this means…
It’s faster, cheaper and reaps more profit!
So, to do programmatic selling right, you will need a quality SSP.
Luckily, ClickAttack partners get exclusive access to the highly-praised AdCumulus Supply-Side Platform. Its simple, intuitive interface has everything you need to take your business to the next level, and launch your marketing into the future!
Are you still dreaming of selling more of your ad positions for a better price, AND a lot faster?