2. Our Programmatic Credentials:
• Programmatic = 50% of our ad revenue
• 45% served via PMP (1,000’s of campaigns)
• Named a Top 10 Programmatic Publisher by
Ad Exchanger
11. Remember – if you want to succeed:
• Technology is no substitute for talented people
• Communication is key
• Verify everything
• Never stop learning
Editor's Notes
Automation was going to take away jobs.
But in reality it was more like this. The robots couldn’t replace the people, interactions, education and relationships.
We work together to make sure programmatic is working for consumers, advertisers and publishers. What we’ve found is that…
For a long time we were letting the robots do the work and we were basically asleep at the wheel. What we’ve learned in the last year is that if you’re not paying attention the bad actors step in and game the system. So how did we uncover this….We got a call one day from one of our advertisers and they told us they didn’t want to buy a PMP with us anymore b/c they were spending more at lower prices on the open exchange….When we looked into it we found that in actuality they spent $97 so where were they spending?
Then I put on my investigator hat and started to uncover that they thought they were buying our inventory but in actuality they were buying either sites that claimed to be Business Insider or were buying from unauthorized exchanges. So what does that mean? It all goes back to the game of telephone. We put an impression up for auction and someone buys it. Then that person then goes out to market and sells it (this is not allowed on any exchange but it’s very hard to monitor). The problem here is that a) the ad may or may not have run, b) your dollar never made it to the publisher you intended it to. What happens with these types of hops is that it dilutes the impression and its performance and creates unnecessary tension between the advertiser/agencies and publishers as well as with the exchanges.
Verification is key and we know that you as healthcare advertisers need to know exactly where you’re running at all times by taking these steps and working with your tech partners to make sure you’re buying what you think you’re buying is very important.
Even when you do all of that it’s still changing all the time so we’re all still at a disadvantage. You’ve got enough to worry about with Med regs and your internal approval processes therefore programmatic can’t be a core competency which is why we are educating our clients
That’s why as partners we believe it’s crucial that we work together to educate. Lunch & Learns help buyers understand the pub side of things. This lead to a better understanding for the agency, client and ultimately created a close partnership for all involved.
