Has programmatic delivered its fair share to both publishers and buyers?

The Drum 09 Oct 2019 03:45

Is programmatic working for you? And how do you measure success? These questions were unravelled by industry experts at this year’s DMEXCO in Cologne. “Publishers should be rethinking their relationship with dominant tech vendors when it comes to programmatic advertising,” according to Romain Job, chief strategy officer at Smart AdServer.

Speaking to The Drum at Cologne’s annual digital exhibition, Job dived into the importance of strong independent adtech vendors for media companies in “a mature tech market.”

Job point out that publishers “need to rethink the ways they address the technology delivering programmatic advertising Both publishers and advertisers should take a close look at the value they are deriving from each tech vendor they work with.”.

How should publishers be maximising the value of the tech platforms that underpin their programmatic advertising?

Publishers need to get their priorities straight when it comes to delivering programmatic advertising on their platform. When it comes to doing business with advertisers, publishers must “put the tech at the centre again,” Job explains. The value of high performing technology creates “a way to collaborate better with the advertiser and share the value created by programmatic advertising.”

Patching the ‘wedges’ between buyers and sellers

“Rather than focus on supply-path optimization or demand-path optimization, [we like to refer to it as value-path optimization”, Nevins explains. Removing this “wedge” requires re-shaping the value proposition of advertising technology so that publishers receive the maximum portion of revenue from the media spend and advertisers realize better value and ROAS. Ad tech can - and should - bring buyers and sellers closer together by adding significant value, at a fair cost, and with full transparency.

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Smart AdServerMichael NevinsRomain JobArnaud CreputCologne