July 31, 2017

Low visibility keeps programmatic reserve from reaching its potential

For those who know about programmatic reserve, it’s still unclear whether the cost of securing premium guaranteed inventory is worth it

With all of the buzz about programmatic reserve — also called programmatic direct or programmatic premium — it would be easy to miss the fact that market adoption has remained slow. In fact, some trading desks claim that it accounts for less than 1% of their revenue. Many advertisers still don’t know about programmatic reserve. And for those who do, it’s still unclear whether the cost of securing premium guaranteed inventory is worth it.

While there’s some debate about the definition of “premium” inventory (see “What Makes Premium…Premium?” and “Note To Publishers: Not All Of Your Inventory Is ‘Premium’”), the term typically refers to nonstandard, above-the-fold ads placed on sites — with high-quality content — that reach a valuable demographic at a prime time and place. All of these attributes make premium more valuable than remnant.

Read the rest of the article at Adexchanger.com

AUTHOR

Nancy Marzouk

What to read next

May 12, 2021

MediaWallah Integrates With Adobe Real-Time CDP, Providing Adobe Customers With Enhanced Control of Identity Data

Adobe and MediaWallah are expanding their partnership, giving marketers an enhanced 360-degree customer record in the Real-time CDP.

LEARN MORE

February 11, 2021

Checklist: Prepare for Third-Party Data Depletion With These Seven Key Steps

The "Cookiepocalypse" and Ad ID changes are coming soon. Are you focused on the right initiatives to get ready?

LEARN MORE

November 11, 2020

How Do You Build an Experience-Led Tech Stack?

Learn the secrets to a more effective customer experience (CX) tech stack in this new eBook from Adobe and partners.

LEARN MORE