“There is a better way. Programmatic direct, or ‘automated guaranteed,’ as the Interactive Advertising Bureau calls it, is not just a solution for large agencies, trading desks and big brand marketers. It can also work for publishers who do a ton of business with small to medium-sized buyers,” Andy Nibley writes.
“Publishers can find immediate cost savings by using automated, programmatic direct systems. They will get a high level of control and visibility, and make those deals easier and less time consuming. Programmatic direct solutions are inherently efficient, enabling publishers to accept smaller recurring buys, quickly renew deals, and process more changes and optimizations.
The MediaPost study also concludes that programmatic direct advertising can:
- Allow for better, more tiered targeting
- Quick, efficient analysis
- Let buyers adjust their buys with publisher OK in real time
- Lead to a universal system across publisher platforms.
To read more about how publishers can better use programmatic advertising, visit MediaPost.com.
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