Reports

Programmatic Advertising Opportunities for News Publishers

10 September 2014

Free for Members

US$795 Value

Summary:

How media companies can capitalize on programmatic buying in the fast-evolving sales of digital advertising is the focus of the INMA report, “Programmatic Advertising Opportunities for News Publishers.” The report provides history and context on programmatic advertising sales, the market opportunities for news publishers, the local advertising landscape for programmatic, and where this space is going next.

Report highlights:

  • An overview of programmatic advertising, including a history and definitions.

  • The market, buyers and sellers of programmatic advertising.

  • How the local advertising landscape is evolving for programmatic buying.

  • The improvements needed and future of programmatic buying.

  • The report is augmented by case studies from leading news media companies worldwide.

Who should read the report:

Executives involved with advertising sales and digital, chief revenue officers, as well as senior managements who must review and approve programmatic advertising activities.

What you get with this report

Included with your report: Price
Complete report, PDF US$695
Click “add to cart” above

Free for INMA members*
Executive summary and table of contents, PDF Free
PowerPoint presentation of report Included with Webinar
Invitation to live Webinar for report Included with report

* Free to INMA members whose memberships were active on September 11, 2014

Author:

Matt Prohaska is CEO and principal of Prohaska Consulting, which offers strategy and tactics for publishers, advertising technology companies, agencies, brands and investors in the field of programmatic advertising. He was the first programmatic advertising director of The New York Times, which closed more programmatic direct campaigns than any other publisher in the world during his tenure.

Detailed overview:

Programmatic sales will represent the majority of digital advertising sales by 2017. For media companies to capitalize on the new ways in which digital advertising is bought and sold, they must:

  • Accelerate learning about the new economics of digital advertising.

  • Understand programmatic advertising is at the heart of those new economics, with real-time bidding (RTB) an important sub-set.

  • Plug into the emerging technology infrastructure to facilitate programmatic advertising.

  • Invest in people, technology, and vendors to move quickly in this space.

“Programmatic Advertising Opportunities for News Publishers” takes an incredibly dense subject and aims to break it down so media company executives can examine the business possibilities.

Among the issues author Matt Prohaska tackles:

  • What is programmatic advertising?

  • What is a tech stack, and why is it important to programmatic advertising?

  • What does the “plumbing” of a tech stack look like? Ad server? Yield management? Exchanges? Data management platforms? Publisher trading desks?

  • What are the differences between open exchanges and private exchanges?

  • Where is programmatic display ad spending expected to go through 2017?

  • What are the different programmatic transaction types?

  • What are the benefits of programmatic advertising to buyers and sellers?

  • Why is there an imbalance between sellers and buyers today, and how will that change tomorrow?

  • What does the local landscape look like for programmatic buying?

  • Why is Google such a major player in this space?

  • Who are the vendors helping media companies move quickly into programmatic?

  • What are the differences between local and national advertising in programmatic?

  • What are the limitations of existing advertising exchanges today?

  • How are publisher sales teams progressing to utilising programmatic methods more?

  • How can a publisher's audience data be leveraged further?