Publishers best practices for leveraging new programmatic video tools and technologies: In a growing video landscape publishers today have a lot more clout. Finally there's a window of opportunity to regain control and monetize while offering more transparency, once you're equipped with the right tools and aware of the best processes.

1. 7 PUBLISHER BEST PRACTICES
FOR PROGRAMMATIC VIDEO

2. Programmatic video landscape
$10B $14B $37B
Source: Magna Global
BY 2019 VIDEO TO REACH 55% OF TOTAL
GLOBAL PROGRAMMATIC AD SPEND
2014 2015 2019

3. Key best practices for
leveraging programmatic
video growth

4. 1 Ensure you are trading in a truly open exchange
with minimum intermediary tech-tax
Find video tools that cut out the middlemen &
offer a more transparent model
CHALLENGE
SOLUTIONS
• Video tech-stacks on SaaS-based models
• Holistic video stacks with optimization built into
the player

5. 2 Consider taking your video stack in-house
Focus on a new generation of advanced user-
friendly video transaction, video players and
video monetization tools
EQUIP YOUR TEAM WITH THE RIGHT TOOLS

6. 3 Use RTB for 1st-stage insights & results
With more focused audience-targeting & better
insights, RTB can offer more exposure to demand and
a better negotiation seat with the demand side.
INSIGHTS & ANALYTICS
You can leverage insights on what you are selling, who to &
what prices work best to secure better direct sales pricing &
strategy

7. 4
Consider combining programmatic direct with
video header bidding
Programmatic Direct gets premium ad slots at
premium prices which is critical for video, but it
doesn’t guarantee all inventory will sell
VIDEO HEADER BIDDING DONE RIGHT
Video header bidding offers valuable audience data, therefore
when combined with direct you benefit from more
monetization options

8. 5 Use the Private Marketplace to encourage
advertisers to reach a video ad spend threshold
PMPs can take a lot of time and effort to manage and
can be difficult to scale
WAYS TO LEVERAGE THE PMPs
When managed correctly the PMP can be used as an incentive
to encourage advertisers to reach a spend threshold specified
for premium video inventory

9. 6 Consider mixing your programmatic video with
your external channel
Consider enabling advertisers to reserve audience
targets first in a direct-sales deal before opening
bidding on a more constrained set
MIX IT UP
Since header bidding enables all demand sources inc. PMP +
direct to compete on each impression, publishers see more
clearly the value of their inventory

10. 7 Align your video stack with your advertising goals
It makes sense to focus on revenue goals tied to
audience data, yet many publishers work in the scope
of technology limitations
GET YOUR DUCKS IN ROW
In video, where there’s more to gain, this approach is costly.
You could risk overlooking new formats & improved auctioning
technologies that deliver better optimization results.

11. In sum
Better video technology tools together with growth in video
formats viewed across more mobile devices means more
valuable insights
Publishers today are empowered with more negotiation
leverage
More advanced user-friendly optimization & media agnostic
tools means publishers can take back inventory control &
substantially grow their programmatic video business