Rethinking the Role of Programmatic in Your Ad Revenue Strategy
With programmatic technology, publishers have a variety of tools with which they can optimize overall yield. Integrating the new technology into legacy practices can be challenging, but incredibly effective when leveraged strategically. To find success with programmatic, publishers must define business goals, understand their options, and position inventory accordingly. Only then can programmatic become a strategic means to an end, and play an important role in executing a yield optimization strategy.
Cheryl Ng is vice president, publisher development at Gamut, a media services company owned by Cox Media Group that serves agencies and publishers, programmatically and direct.