Why You Should Look for a Publisher-Buyer Matchmaker
With video rapidly becoming a dominant force in advertising strategy, quality ad space is in high demand.
Marketing teams are facing greater risks than ever when it comes to brand safety, largely due to the wide range of available publishers. At this point, marketers are searching for full placement transparency, brand-safe content, and reputable publication, in addition to high viewability.
In the hopes of achieving audience targeting at scale, many have attempted to foster more supply-side relationships to access the video ad supply they need. However, the effort it takes to foster relationships with multiple demand-side platforms (DSPs) is enough to daunt most marketing teams-- the constant courting, dating, and integrating required is exhausting.
Fortunately, however, a new skill set is emerging that will take some of the burden off advertisers: publisher-buyer matchmaking. Employing a publisher-buyer matchmaker simplifies the process of securing supply and optimising spend, enabling your team to focus on generating quality advertisements. As programmatic and private marketplaces grow, and audiences evolve globally, a matchmaking partner is crucial in minimizing your risk.
Supply Path Optimisation
There are a number of elements involved in building a direct relationship between advertisers and the supply side.
There is only so much quality video ad space, and that ad space is already duplicated among many demand partners. And once that ad buy is refined by target audiences and KPIs, there is an even greater reduction in audience size available within those partnerships.
The benefit of partner with an SSP comes from the number of insights that can be gleaned from that side. Not only can an SSP bring instant access to all the publishers available in the market, but brands can use the extra layers of information to optimise their supply path. Such optimisation can lead to more private deals and other advanced buying styles, a well as suggesting improvements to audience targeting.
From Open to Private to Curated
Programmatic platforms have been around for around a decade, and within that time, we’ve seen them transition from an open marketplace to a greater focus on private marketplaces.
Enter curated marketplaces: a format that gives buyers access to inventory from a range of publishers, carefully selected against certain criteria such as audience composition, content vertical, screen type, and viewability. Unlike private marketplaces, in which premium publishers offer inventory to a select group of advertisers, curated marketplaces present a greater number of options while retaining that sense of brand safety that comes from a hand-picked selection of publishers.
To take advantage of these buying styles and acquire new insight into price, demand, viewability, etc. within these environments, they must form a direct relationship with an SSP.
Activated Advanced Audience Targeting
A major challenge still facing marketers is the creation of smarter, more personalized content in order to speak to their demographic most effectively.
Bringing together the disparate information provided by a publisher’s first-party data, a brand’s customer data and third-party data sets is no easy task.
An auto brand, for example, may wish to target a list of customers who are nearing a lease termination date. The publisher the advertisers select to present the ads has access to additional data the brand does not, such as age and gender. If the two datasets are combined, the campaign will be able to target its ads more effectively, hitting prospective automotive buyers within a more specific audience. The use of a combined dataset is inherently more powerful than a limited range of information.
Curating inventory from one publisher in this fashion paves the way for the possibility of activating similar audience segments with other publishers, and publisher matchmakers are highly useful for this purpose. They can help buyers who want a niche audience discover similar inventory for them to target.
Optimising for Global Campaigns
Another hurdle for multinational advertisers in particular is the challenge of executing global buying programs, which necessitate a certain amount of regional expertise.
As a DSP searching for an SSP partner, identifying those that can offer local guidance and support in the brand’s key buying regions is crucial.
When your marketing team taps into the insights, skills, and knowledge of supply partners, they gain access to greater amounts of context, understanding, and ultimately campaign success. Brands that are ahead of the curve are flipping their thinking and connecting directly with supply partners to build true 360-degree approaches to their video campaign strategies. And with programmatic becoming truly integrated into marketing plans, a publisher-buyer matchmaker can forecast and curate the relationships you need to make your plan work.
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