After identifying programmatic control issues in our last installment of More than a buzzword — we’re now ready to explore the solutions. By offering control to publishers and advertisers, programmatic advertising can execute enormous numbers of transactions with ease, speed and improved efficiencies making it the optimal tool for improving the bottom line in digital media.

“Programmatic can only be effective when the control levers are handed over to buyers and sellers,” explains Jagdish Narigara, ClearPier’s director of product management, “Platforms need to act as more than a service provider — they need to step up and mentor customers, facilitate deal conversations, provide smart insights, act as a neutral third party to manage digital assets as well as executing transactions per contract.”

When it comes to targeting a direct audience, programmatic is the clever solution for both advertisers and publishers as it’s best for direct response.


Let’s take a look at the publisher’s perspective

With more and more publishers getting on board with programmatic opportunity, folks are starting to understand the potential of optimizing their sales channels through this method.

When it comes to solutions for control, this is what publishers seem to desire:

  • — Protection against inventory commoditization and price dilution while operating on automated algorithms
  • — Establishing a managed gateway in efforts to provide single point of entry for every approved buyer where the inventory is traded at real-worth
  • — To sell differentiated inventory through appropriate sales channels — they want to define buyer access priorities, bid bias and selling rules. Essentially enabling publishers to have their say in automated decision making processes at every sales decision
  • — To define and implement quality standards for creative using programmatic controls to deliver safe and pleasant brand experiences
  • — Control over their data — enforce stringent consumption policies and protect data leakages. “This is just pre-requisite,” says Narigara, “This would motivate them to overlay their first-party data over programmatically learned data and run audience-extension programs on programmatic. This is otherwise hard to imagine.”
  • — Access to their performance and transaction logs to derive smart insights to validate and realign their programmatic strategy
  • — By gaining control over propensity and probability acumen generated by programmatic algorithms, they want to produce more relevant and rewarding content to take their businesses to new levels.

Then there’s the advertiser’s perspective

“Advertisers have already tasted the fruits of programmatic,” says Narigara about programmatic’s growth in the industry, “They have an unmatched platform to justify and attribute every dollar spent.”

Programmatic is on the rise and is taking the advertising world by storm. In fact, according to a recent survey by World Federation of Advertisers (WFA), surveyed brands have doubled their investments in programmatic ad trading year on year and 44 per cent of their programmatic budget is targeting online display advertising.

“Advertisers want to take control back from the Trading Desks and intermediaries by establishing their independent Trading Desks (ITDs) and Demand-side Platforms,” says the WFA report, “And they have started moving towards that. In 2014, 30% of the surveyed brands have started using them.”

Highlighted solutions for advertisers are:

  • — Offering bidding platforms with different objectives — from profit maximization and CTR maximization to win percentage maximization. The idea of having bidders aligning their objectives with impression bids in efforts to deliver advertiser objectives (not DSP’s/ATD’s)
  • — Control over inventory selection; organized to avoid irrelevant queries with the ability to select which inventory to buy and ignore — they want to define inventory criteria via programmatic and expect machines to honour that
  • — Protection against fraud — a programmatic platform that can help advertisers distinguish between human versus fraud traffic
  • — Access to a publisher’s premium and guaranteed supply — and they want it through Unified Holistic Auction with multiple bid options for each tier of inventory. According to Narigara, auctions are currently taking place in Silos.
  • — Advertisers also want access to their transaction logs, bid landscape, performance insights, conversion funnel discernibility and success/failure analysis — in efforts to derive new intelligence and better strategies and operations

Programmatic is the future of digital advertising.

“It is still in nascent stage, when it is implemented in its true sense, it will take the industry to new horizons!” says Narigara.


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