We've moved.
Visit our new home for news and updates from AdSense
Inside AdSense
Google's official blog for news, tips and information on AdSense.
Discover why leading publishers and marketers are using Programmatic Direct
Friday, January 27, 2017
In the next article in our #SuccessStack series, we look at a tool used by leading publishers and marketers that offers your publishing business an opportunity to grow.
1
Programmatic Direct allows advertisers to programmatically execute deals that were once reserved and transacted directly. Advertisers can now use real-time data to reach the right people in the right moments in brand-safe publisher environments. A shift is happening, and more and more advertisers are adopting Programmatic Direct deals to optimize their direct and guaranteed transactions.
What is Programmatic Direct?
Programmatic Direct unites traditional media reservations with the power of real-time bidding. It offers early access to premium inventory, data-driven targeting, a direct relationship between the advertiser and publisher, and automated workflows. Programmatic Direct offers
four different deal types
and lots of flexibility to meet the needs of advertisers and publishers.
Why are 90+ Ad Age’s top 100 global marketers
1
and 50% of ComScore top 50 US media owners
2
using it?
Advertisers are empowered:
Programmatic Direct offers real-time data, flexible deal structures, efficient workflows and brand safe premium inventory. These benefits can improve user engagement and may translate into greater ad spends with your business.
Publishers grow new relationships:
Programmatic Direct creates more opportunities to deepen relationships with existing advertisers and generate new business in a brand-safe environment. Darby Sieben, President at Mediative says, “We see Programmatic Guaranteed as another important step to connect advertisers with premium publishers’ inventory. Google’s technology helps automate the buying and selling of premium inventory, which is important to ensure that we can deliver the best experience for our advertising and publisher partners.”
Is Programmatic Direct right for your business?
Programmatic Direct isn’t for everyone. Publishers who don’t currently use DoubleClick for Publishers or negotiate deals directly with advertisers may not see advantages to adopting programmatic.
Others, though, will find it a great fit for their businesses. Here are a few signs that Programmatic Direct might be the right direction for your publishing business:
You’re looking for operational efficiencies on the traditional direct model:
Programmatic Direct reduces the administrative burden of creating and managing direct ad deals with features like automated billing and collections. This usually offers substantial cost savings to the publisher.
You need control:
Advertisers and publishers alike benefit from the controls offered by Programmatic Direct. For publishers this means greater control over the ads you show on your sites.
You have the resources to support it:
You don’t need hundreds of full time employees, but you will need someone with the time and energy to dedicate to creating and managing your Programmatic Direct deals for optimal earnings.
Next steps
If you’re wondering whether Programmatic Direct might be a good move for your sites, then you’ll benefit from a chat with one of our experts. They can offer a personalized consultation to help you make the right choice for your business.
Book a slot.
1 - DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Minimum $1K spend.
2 - DoubleClick Ad Exchange data, Oct 2014 - Dec 2015. Cross references with ComScore 50 US list December 2015.
Labels
#GlobalSpotlight
2
#SuccessStack
9
Active View
9
Ad formats
22
Ad layout
6
Ad Placement
2
AdSense
5
AdSense Anniversary
15
AdSense features
231
adsense guide
14
AdSense In Your City
22
AdSense Interface
61
AdSense Team
31
AdSense101
13
AMP
3
AskAdSense
4
Audience Engagement
4
Beginner's
1
Best Practice
22
Beta
1
Case studies
99
Certified Partners
4
Content strategy
23
DoubleClick
17
download
3
Earnings/Reports
70
eBook
3
Education
4
engagement
1
Facts and Fiction
11
FAQs
1
Feedback
10
Google Analytics
7
Google's Certified Publishing Partner
3
googlenew
13
Guest Blogger
4
Help
2
How to avoid policy violations
1
India
1
infographic
3
International
118
Learn with Google for Publishers
17
Matched content
6
micro-moments
5
Mobile
67
Mobile optimization
3
Multi-Screen
32
Native
1
native ads
4
Newbie
32
Optimal ad placement
1
Optimization
165
Other
245
Other Google products
106
Page-Level
1
PageSpeed
10
Pakistan
1
Passion into profit
8
Payments
62
Policy
2
Pop-Unders
1
Pop-Ups
1
Product update
11
Program Policies
79
Programmatic
1
Social
19
Support
10
Tips
37
Urdu
1
User Generated Content
1
Video
41
Viewability
13
Webinars
15
YouTube
3
Archive
2019
Oct
Sep
Aug
Jul
May
Feb
Jan
2018
Dec
Nov
Oct
Aug
Jun
May
Apr
Mar
Feb
Jan
2017
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2016
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2015
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2014
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2013
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2012
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2011
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2010
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2009
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2008
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2007
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2006
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2005
Dec
Nov
Oct
Sep
Aug
Feed
Subscribe to receive posts via email:
Visit this group
Follow @adsense
Useful links
Get started with AdSense
Sign in to your account
AdSense Help Center
AdSense Help Forum
Related Google products
AdMob: Monetize your app
DoubleClick for Publishers Small Business
Google AdWords
Google Analytics
Give us feedback in our
Product Forums
.
