A major part of ATS London is around the growing theme of ‘programmatic premium’, which MediaMind are speaking to, but how can programmatic coexist with premium?
Many companies in the programmatic space today are limited with the capabilities of their solutions, which is preventing brands from jumping in. Either they are dabbling in private exchanges and calling it premium, or utilising verification tools after the fact to ‘finger point’ when quality isn’t being achieved. In addition, post-verification alone is no longer acceptable and advertisers are looking for more preemptive measures to verify RTB buys, often through their ad server.
A recent visit to a large FMCG client of ours highlighted that big brands are really keen to get involved, but they want to get their hands on the technology themselves and all the necessary education to know how to use it.
Once the programmatic part is fine-tuned, premium can be obtained. Buyers on the exchanges want good content and good reach. But, advertisers don’t want a high CPM. If you can prove the value proposition advertisers won’t mind paying more for quality.
What does MediaMind have to offer in this space beyond rich media capabilities?
MediaMind, the online division of DG, has evolved far past that of a mere rich media provider into a full online technology platform. Recent acquisitions and partnership agreements with Peer 39, Encore Metrics, Adagoo and Nielsen demonstrate that we are providing an end-to-end stack of core capabilities from planning and buying media, to delivering advertising and measuring and analysing campaign performance that is suitable for advertisers, agencies and publishers alike.
Specifically for trading, MediaMind has developed a set of trading desk capabilities around our managed service offering. The data powerplay we now have in place, with a leading ad server platform together with Peer 39 data, features heavily in our product offering.
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Global Desk Editor