Obtaining the best performance at the lowest price is essential in the management of its site. However, publishers need to help buyers get a broader view and use the best techniques to diversify the way they optimize their sites.
For example, when developing a programmatic strategy, many buyers tend not to consider “backfill” or “replacement” ads. Unwanted, these are usually low value ads that most or all partners have refused to buy.
Buyers and sellers need to understand that the open market and programmatic direct agreements are constantly evolving. It’s up to publishers to take a close look at their buyers’ buying habits, looking at the density of offers, the rates of gain among sources of supply, and seasonal patterns.
Publishers can optimize each print through a thoughtful and informed pricing system. Writing teams must constantly review site scans and traffic patterns to inform their publishing decisions. The business revenue sector must use this same data to inform its Floor price. The latter is to be analyzed by day of the week. The ad unit and the content area must be considered and can have a significant impact on the eCPM as a whole.
A temporal dimension is also notable. The beginning of the year and the summer are periods of generally low demand for example.
In addition to optimizing for current open market models, it is the responsibility of a publisher to research and provide private market opportunities (PMPs) tailored to the KPIs of the buyers. These PMPs then realize the magic of actually lifting the CPM on different marketplaces, thus improving performance at all levels.