Premium Advertising: Shrinking to the Center

Image for post
Image for post

I have been observing the progress of premium advertising for a few years now. After waking the programmatic channel for Netbook Media, I can clearly say the future of premium advertising lies in elimination of the extremes:

1. It is getting harder and harder to convince the brands to pay $20K for reserving the home page masthead of a premium publisher for 24 hours.

2. As is letting brands dominate your inventory with dirt cheap (eCPM wise) CPC deals, when you can monetize those same impressions via programmatic at a much better eCPM.

3. Result seems to be a more uniform distribution starting with premium and premium programmatic and ending with open auction RTB.

4. The degree of data implementation will be closely related to the overall eCPM you are selling your inventory.

Publishers should implement this kind of mindset throughout all their sales channels and start realizing that losing those customers who pay the highest does not necessarily mean they have to lose money. They can make up for (or even surpass) their loss via programmatic by selling those impressions programmatically:

Scenario A: 2000CPM*$10 = $20000, 8000CPM*$1= $8000. Total of $28000

Scenario B: 4000CPM*$4 = $16000, 6000CPM*$1.5=$9000. Total of $25000

This should be the type of transition for a publisher switching from pre programmatic to post programmatic.

Private deals are an important part of programmatic and this scenario is much more plausible with the contribution of private deals that provide valuable data to the trade desks.

Archon Programmatic House

Written by

Helping Publishers Maximize Their Programmatic Ad Revenue Through 20+ International Partners

archonph.com

Archon Programmatic House is a global network of publishers and aims to relieve publisher of the significant burden programmatic advertising has brought on them by maximizing their revenues and letting them work with 20+ partners through 1.

Archon Programmatic House

Written by

Helping Publishers Maximize Their Programmatic Ad Revenue Through 20+ International Partners

archonph.com

Archon Programmatic House is a global network of publishers and aims to relieve publisher of the significant burden programmatic advertising has brought on them by maximizing their revenues and letting them work with 20+ partners through 1.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store