Augustin Ory, CEO, The Moneytizer, in this article talks about how small and mid-sized publishers are implementing/ adopting programmatic
Programmatic advertising has become an ideal solution for small and mid-sized publishers, as it optimizes revenue and allows for more efficient sales processes. A few years ago, it was unthinkable for small sites and blogs to host ads on their pages from big advertisers. However, the arrival of specialized programmatic advertising platforms has revolutionized the landscape and brought new strategic opportunities for small and mid-sized publishers.
In fact, programmatic advertising has grown from being just a small component of a publisher’s advertising activity to becoming a priority area of their business strategies. According to a study by IAB Europe, 25% of the editors surveyed rated programmatic as a priority, while another 50% recognized it as being part of their top-five priority tasks. These results confirm that publishers already recognize the benefits of programmatic advertising, which is particularly advantageous when compared with selling inventory directly-providing a series of advantages that range from operational efficiency to a better return on investment for advertisers.
General trends suggest a sustained increased in programmatic advertising too. According to the latest eMarketer study about programmatic spending, ‘US Programmatic Ad Spending Forecast 2018: Private Setups Pull Even More Ad Dollars to Automation,’ more than 80% of digital display ads will be purchased through programmatic platforms in the United States in 2018. According to the same report, spending on programmatic advertising in the U.S. will increase by $10 billion to a total of $46 billion.
In short, programmatic advertising has created a new scenario that small and mid-sized publishers would be wise to exploit.
What advantages does programmatic offer to small and medium-sized publishers?
The main advantage of programmatic advertising is that it allows these publishers to save time. Until the arrival of this type of platform, the main way to generate advertising revenue for smaller publishers was through direct campaigns. Selling advertising in that fashion requires a significant investment in time to determine rates, find advertisers, process payments, etc. Direct campaigns also demand a skilled sales force that understands the marketplace and can capitalize on the media offering; the time and resources required to build this team can often place a strain on smaller publishers as well.