Programmatic Direct allows advertisers to programmatically execute deals that were once reserved and transacted directly. Advertisers can now use real-time data to reach the right people in the right moments in brand-safe publisher environments. A shift is happening, and more and more advertisers are adopting Programmatic Direct deals to optimize their direct and guaranteed transactions.
What is Programmatic Direct?
Programmatic Direct unites traditional media reservations with the power of real-time bidding. It offers early access to premium inventory, data-driven targeting, a direct relationship between the advertiser and publisher, and automated workflows. Programmatic Direct offers four different deal types and lots of flexibility to meet the needs of advertisers and publishers.
Why are 90+ Ad Age’s top 100 global marketers1 and 50% of ComScore top 50 US media owners2 using it?
- Advertisers are empowered: Programmatic Direct offers real-time data, flexible deal structures, efficient workflows and brand safe premium inventory. These benefits can improve user engagement and may translate into greater ad spends with your business.
- Publishers grow new relationships: Programmatic Direct creates more opportunities to deepen relationships with existing advertisers and generate new business in a brand-safe environment. Darby Sieben, President at Mediative says, “We see Programmatic Guaranteed as another important step to connect advertisers with premium publishers’ inventory. Google’s technology helps automate the buying and selling of premium inventory, which is important to ensure that we can deliver the best experience for our advertising and publisher partners.”
Is Programmatic Direct right for your business?
Programmatic Direct isn’t for everyone. Publishers who don’t currently use DoubleClick for Publishers or negotiate deals directly with advertisers may not see advantages to adopting programmatic.
Others, though, will find it a great fit for their businesses. Here are a few signs that Programmatic Direct might be the right direction for your publishing business:
- You’re looking for operational efficiencies on the traditional direct model: Programmatic Direct reduces the administrative burden of creating and managing direct ad deals with features like automated billing and collections. This usually offers substantial cost savings to the publisher.
- You need control: Advertisers and publishers alike benefit from the controls offered by Programmatic Direct. For publishers this means greater control over the ads you show on your sites.
- You have the resources to support it: You don’t need hundreds of full time employees, but you will need someone with the time and energy to dedicate to creating and managing your Programmatic Direct deals for optimal earnings.
If you’re wondering whether Programmatic Direct might be a good move for your sites, then you’ll benefit from a chat with one of our experts. They can offer a personalized consultation to help you make the right choice for your business. Book a slot.1 - DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Minimum $1K spend.
2 - DoubleClick Ad Exchange data, Oct 2014 - Dec 2015. Cross references with ComScore 50 US list December 2015.