Programmatic buying -- or automated advertising sales -- is accelerating within news publishing and is redefining the way advertising is bought and sold, according to a new report published by the World Association of Newspapers and News Publishers (WAN-IFRA).
This new report -- and an associated webinar on March 18 -- examines a complex topic, breaking it down so publishers can glean practical advice and insights about how programmatic can positively impact their businesses.
"As an industry, we are pretty guilty of using way too much jargon," said Janneke Niessen, co-founder and chief information officer for Improve Digital and a board member of the Interactive Advertising Bureau Europe. "But don't be confused – in the end, programmatic is really about automation and making things more efficient and effective. It is a good way to attract easy money. If you keep that in mind, it's not that complicated."
The report, supported by technology partner RadiumOne, delves into the major challenges, trends and opportunities around programmatic, including:
-- the power of premium inventory,
-- how to structure sales efforts,
-- how to address the threat of fraud,
-- the potential of mobile and video,
-- programmatic sales of native advertising,
-- and more.
"I believe in the future everything we will do will somehow be connected to programmatic, and it really doesn't matter if it is pure real-time bidding or programmatic direct. Programmatic will be a part of our DNA," said Robert Johansson, RTB and Programmatic Manager for Schibsted in Sweden.
Johansson and Schibsted are one of several featured news publishers in the new report, entitled "The impact of programmatic advertising on news publishers," which can be downloaded at: http://www.wan-ifra.org/programmatic (free to WAN-IFRA members, 250 Euros for non-members).
FREE Programmatic Webinar with The Economist
Paul Alexander, Director of Programmatic, EMEA for The Economist, is the featured guest of a free WAN-IFRA webinar, "Programmatic Advertising – Tips for Premium Success," scheduled for 18 March at 3 p.m. Central European Time. The Economist has never worked with remnant inventory on programmatic – it is only interested in premium. This makes the iconic publication a remarkable case study. To register, visit: http://bit.ly/1M7ax3v
Other leading experts share their advice in the report, which is essential reading for publishers who are considering implementing the technology as part of their overall ad sales strategy. Case studies include:
Condé Nast Telegraaf Media Group Schibsted Media Group Time Magazine Expressen Tribune Publishing Metro US
Programmatic at upcoming events
Programmatic advertising will be featured prominently at upcoming WAN-IFRA events, including sessions at Digital Media Europe in London from 20-22 April, and the World Advertising Forum in Washington D.C. from 1-3 June.
www.wan-ifra.org
