Archive for November, 2011
Why Publishers Should Embrace Programmatic Buying
Nov 30th
by mpuentes in Company, Lijit publishers, industry, technology
Those who “own” inventory are concerned that through exchanges, advertisers and trading desks have access to the same premium placements at lower CPMs, thereby diluting direct sales opportunities.
As a premium publisher, you probably invest in a sales team to monetize your inventory. You sell a unique readership, social engagement capabilities, contextual relevance, and other site-specific aspects that help value premium inventory at premium prices. Your team works hard to close direct deals with high CPMs to make sure the value of the inventory is not diluted so they can keep cash in their pockets!
On the other side of the coin is the brand advertiser. Brand advertisers also have concerns about exchanges because they are hyper-sensitive to brand alignment. They work hard to protect their brand from the “Wild West” we call the Internet, and are über-sensitive to the variability of content across the web.
Buying direct from premium publishers ensures contextual relevancy and protects against brand conflict. It’s the safe route that allows a brand advertiser to lock in contextually relevant real estate and track ROI.
A “true” private exchange turns potential dilution of inventory, internal struggles with the sales team, and contextual awareness into a big-time publisher opportunity. In a true private exchange, the sales team continues to work with advertisers to sell premium inventory. Let’s not forget what’s important to advertisers: (1) contextual placement and (2) guaranteed inventory/unique(s).
A “true” private exchange gives priority bidding to the select advertisers that have negotiated a higher mid-tier CPM. The CPM is higher than on an open exchange because it’s backed by data, yet lower than a premium CPM because it’s not guaranteed.
The industry needs to embrace true private exchanges. A “true” private exchange solves a real business problem for both the publisher and advertiser:
(1) Publishers can place inventory on a private exchange at a $3-$10 CPMs and offer it to a “select” set of advertisers
(2) Publishers can use the private exchange to build a process and compensation plan for the sales team
3) Advertisers feel safe using a private exchange that guarantees contextual placement and protects against brand conflict.
The private exchange is a true private marketplace where the prioritized advertiser with the highest bid wins.
Tags: ads, blogging, industry, Lijit Advertising Services | View Comments
Last week a group of us here at Lijit ventured to New York City for the annual ad:tech New York event. ad:tech is always one of the industry’s biggest events of the year and this year proved to be no different. The event brings together industry professionals from all aspects of the digital space – from the extensive amount of publishers present, to technology providers, and everyone in between, the opportunities for networking and idea sharing were endless!
To kick-off ad:tech, Lijit co-hosted the Unofficial User Generated Music party along with M6D, AdSafe, Audience Science, and Pubmatic. With more than 1,000 people in attendance, the evening was definitely one to be remembered!
The amazing night of entertainment began with an industry band—Something Heavy—and was followed up by rock star live band Karaoke. Lijit’s very own Manny Puentes graced the stage and proved that CTO’s can sing too! Check out pictures from the event below…
A big thank you to all Lijit publishers who came and supported this event as well as our new FMP team members in the New York office!
Tags: fun, good times, industry, lijit, Lijit publishers | View Comments
So you’ve managed to imbue your articles and posts with wit and creativity. Check. You’ve developed an audience. Check. You’ve embraced the twitterverse and gotten positive response but you’re still not getting paid. Wait, what? Every day I meet new people who are in the various stages of monetizing their website through online advertising. From seasoned veterans to the novice looking for a turnkey solution, one aspect of connecting with your prospective income conduit is often overlooked: the personal branding found on LinkedIn.
Many publishers embrace the anonymity that is afforded them through their work by posting in a pen name or simply staying under the radar. When it comes to digging up information about potential advertisers it’s a cold case with no leads. If you want to make money with your content, and you should, let it be known who you are and why the world should do business with you. There are literally hundreds of options out there waiting at your beck and call to put a dollar sign in front of that talent if they could just find you.
Tags: employee guest post, Lijit publishers, publishers | View Comments