With tightened privacy regulations and increasing restrictions on data flow, the future of open RTB is uncertain, to say the least. Now more than ever publishers are turning towards direct advertiser relationships not just to boost ad sales, but to secure long-term business stability. We’re going to take a deep dive into the world of direct advertising deals and their current, semi-automated form. Primarily, we will focus on Programmatic Guaranteed, which currently accounts for more than 60% of the programmatic ad spend in the US.
Data is the driving force behind any business’s growth. More importantly, data helps businesses get up close and personal with website visitors and create content that drives reader engagement and builds stronger relationships with them. As a content-driven industry, one might think that publishers would naturally utilize data to their advantage, but alas, many are not. Primarily, we will focus on exploring “bidstream” data, what to look for, and how to use your findings to create high-performing pricing rules.