3 responses

  1. Adam Lynch
    March 26, 2014

    Joanna, it's interesting that the majority of publishers cite the inventory availability from publishers being a huge problem for the industry. If anything I'd suggest that it's the technology that is currently limiting the amount of spend that can come through (especially on PMP's). Responses to bid requests on deals ids continue to remain low. I'm not sure if there's a specific reason for this, but I am hoping that with "programmatic direct" we'll see things improve.

    • Joanna
      April 15, 2014

      Me too, Adam! And I think you're right, technology is a big part of this. Not necessarily the technology "not working" per se, but the number of technologies participating (there are a lot, if we're thinking about buy side ad servers, sell side ad servers, DSPs, SSPs, exchanges...) and the lack of standardization and transparency across them. I've heard this from trading desk folks and DSPs alike recently - essentially, we don't know what we don't know, so how can we get better? It may be mostly an information sharing problem where the technologies at play are concerned, not any one entity's fault exactly. That isn't to say that there aren't also big business and organizational challenges at play too - there definitely are.

      • Romain Job
        April 16, 2014

        For programmatic direct and PMP to work you indeed need the first party ad server to be involved.

        Lack of technological standard is definitely an issue, but I'd rather point out the business challenges you've just mentioned. Publishers need control (technology), but also revenue transparency to trade their best inventory in a programmatic way.

        They definitely lack the second one. The marketplace is currently being driven by middlemen and this creates an imbalance of the value chain to the disadvantage of the publishers.

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