Programmatic buying has become a household name in the advertising industry with hundreds of millions of dollars being spent on data scientists and sophisticated algorithms, all aimed at predicting the marketvalue of any given impression opportunity in real-time. According to Forrester, programmatic buying will account for 22% of digital video spending in 2013. But programmatic selling has received considerably less attention and publishers have been unable to reap the full benefit of automating the sales process. SpotXchange is changing that by giving publishers comparable transparency and control that buyers have long enjoyed so they can optimize their inventory’s pricing and ultimately maximize their revenues.
“The SpotXchange marketplace has always supported both real-time buying and selling, but the rise of demand side platforms (DSPs) has armed the buy side with greater market intelligence and tools,” said Mike Shehan, CEO of SpotXchange. “It’s not a fair market if buyers are better-informed than sellers, which is why we’ve rolled out new tools to give publishers increased transparency into marketplace activity, putting them on an equal playing field with DSPs and agency trading desks (ATDS) by allowing them to make informedreal-time selling decisions.”
SpotXchange’s programmatic selling tools for publishers provide new transparency and control features,including:
Bid Activity Report: Publishers can now identify the segments of inventory that are in highest demand based on advertisers’ bid activity regardless of whether bids are above or below the publishers’ floor price.
Price Floor Optimization: Based on signals and insights from the bid activity report, the new tools will provide visual cues that indicate level of demand for their video inventory in relation to their price floor. This information will help publishers make more informed decisions to raise or lower their price floors, and in turn, make the most money for their inventory.
Pricing Rules: Publishers now have a simple way to establish “if-then” business rules that can automatically charge a premium for their top-quality placements, or a discount for the inventory with less demand, without the need for physically segmenting their video inventory and creating multiple tags. The SpotXchange platform will dynamically change ask prices based on certain characteristics of the ad opportunity including player size, region, URL and advertiser among other things.
In addition to the new tools being released to publishers, SpotXchange completely rewrote the platform’s auction code, bringing down primary auction times to 30 – 40 milliseconds. This will deliver an added benefit to publishers who wish to serve the most valuable ad to their audience without requiring them to wait several seconds for an ad to render, which is more common with traditional daisy chain ad server implementations.
SpotXchange will conduct two training webinars this Wednesday, March 20 to introduce the new tools to the company’s existing publisher partners and teach them how to best leverage the suite of tools for optimalresults. To sign up for the US-based publisher webinar, please visit: https://cc.callinfo.com/r/1k5rntf9wquq0. The new suite of tools will be generally available to all digital video publishers on April 3rd.
For more information on SpotXchange’s new programmatic selling tools, please visit: http://www.spotxchange.com/spx_publishers_overview.html.
With more than 400 million auctions per day, SpotXchange is the largest global marketplace of video ad inventory reaching 110 million unique visitors in more than 50 countries each month. The leader in programmatic buying and selling of video, SpotXchange connects thousands of digital publishers with advertisers, agencies, trading desks and ad networks running top brand campaigns through its IAB-certified marketplace. SpotXchange shows premium publishers and more than 500 world class advertisers that there is a better way to buy and sell digital video – with solutions that guarantee total transparency, control, and the best targeting and real-time optimization tools available in a premium video exchange environment.