Programmatic Selling Drives Publishers' Revenues

Marketing leaders and their agencies are increasingly requiring that the publishers they work with embrace programmatic selling processes to maximize efficiencies and facilitate the deployment of data for more-effective targeting. While some publishers have resisted, fearful that their inventory would be commoditized and cause further erosion of their cost-per-thousand (CPM) rates, those that have embraced programmatic selling are enjoying rising CPMs on portions of their inventory and, at the same time, gaining greater control over their revenue drivers. Marketing leaders should read this report to learn what programmatic selling really means, the challenges publishers face when adopting it, the benefits they can reap, and the best practices to drive greater publisher ad revenues.