Programmatic advertising promises a world of automated bliss, however, many publishers have started to realize that without the right processes and systems in place, setting-up, managing, and optimizing programmatic revenue can still be extremely time-consuming and reduce the overall effectiveness of programmatic as a revenue channel.
In search of maximized programmatic revenue, many publishers must place their inventory on a number of exchanges or SSPs to ensure they receive the best price available on the market. This means managing various SSPs across multiple systems, leading to much of your valuable time being spent on repeated manual data entry, systems management, and report extraction.
Without a suitable system to bring all these separated data points together in a format that can be easily compared and analyzed, the true value of programmatic sales can be canceled out. This is where ADvendio’s newly released programmatic revenue data update can improve your operational efficiency by ensuring you have the data you need in one secure location to optimize your revenue.
The Programmatic Automation Gap
Managing multiple SSPs can be the most time-consuming aspect of programmatic ad sales. Manually creating deals across a number of SSPs and exchanges can lead to costly data entry errors. This disconnected nature of managing data across a number of systems makes simply identifying your programmatic revenue a challenge.
The second major issue faced by publishers in managing multiple SSP is the separated nature of reporting which is spread across a multitude of disconnected systems. This makes overview reporting almost impossible without a great deal of manual extraction and normalization before comparing the data to what is tracked within your own systems.
ADvendio’s programmatic revenue data import feature automatically collects, normalizes, enriches and assigns your programmatic data to relevant inventory products and customer accounts without costing you any manual effort. Automatically collecting this data in one central location provides incredible opportunities for optimization, by helping to you simply identify actionable insights without the manual burdon.
Automated Data Importing Drives Operational Efficiency
Following ADvendio’s 2.120 release for Winter ‘20, we have made managing your programmatic revenue data an automated process by creating seamless links to your integrated SSPs which allow you to house all your data in one location. The benefit of this comes in the reporting and analysis of your data. From one system you can easily compare the performance of your direct & programmatic revenue in interactive reports and dashboards. This makes extracting actionable intelligence from your data quick and painless. You can even set up custom subscriptions to email reports directly to key stakeholders at scheduled intervals to completely automate the entire process and keep your finger on the pulse of your most important metrics.
Our media configuration feature has been enhanced to allow you to generate media campaigns that track programmatic revenue both ‘by product’ and ‘by advertiser’ allowing you to monitor and compare the performance of your various ad products and key clients. The advantage of having your programmatic data in the same format as your non-programmatic sales data is that it helps you to offer added value by identifying trends in your data, no matter the channel, to predict future performance and easily identify campaign optimization recommendations. This information can also be reused to optimize other aspects of your business such as driving sales goals.
Manage your Direct and Programmatic Revenue in One Central Hub
Programmatic advertising is going through a difficult period with many people feeling disillusioned with automated buying because of the growing concerns over consumer data protection brought about from the introduction of GDPR regulation last year and further boosted by California’s CCPA effective from January 1st, 2020. Regulations over client first-party data will have an impact on some aspects of programmatic sales such as open auctions. This makes it more difficult for companies to collect and store users’ personal information without following rigorous data security standards and policies. This does not mean the premature end for programmatic advertising but just that a pivot is needed to find alternative methods of identifying audiences, with universal IDs, contextual targeting and first-party data among the potential solutions being discussed.
It is clear that in order to stay ahead of the game publishers need to diversify sales activities to focus on generating both direct and programmatic revenue across your different channels. To make managing multiple revenue-generating channels as efficient as possible is it crucial to have a system that can automate manual processes that would otherwise slow you down and negate the efficiencies offered by programmatic sales. Furthermore, by storing all your relevant data in one central location, reports and dashboards help you to understand your revenue data across each channel without hours and days of manual analysis. With this information available at your fingertips, it is simple to achieve a clear overview of your entire business to help identify actionable intelligence and drive operational efficiency, saving you time to concentrate on further revenue-generating activities.
