Right now, traders must do manual adjustments to ensure they’re buying enough of a publisher’s impressions through their DSP. But OpenX is in conversations with DSPs who are interested in building the functionality into their products. Instead of just focusing on price, the DSPs would create “reserved” line items, programmed to evenly pace impressions throughout a campaign with a publisher.
“In order for the industry to support this buying model, there will need to be changes within DSPs,” acknowledged Paul Sternhell, general manager of programmatic direct and the ad server for OpenX.
For publishers to use real-time guaranteed, they’ll have to implement OpenX’s header bidding product, which enables it to see and bid on all impressions passing through the server. Being in the header also allows the audience sync to take place.
“We hope to see this drive deeper audience matching and broader opportunities to collaborate with key publisher partners,” Paolozzi said.
OpenX hopes the focus on guaranteed will make publishers comfortable opening up more premium sections of their sites to data-driven ad buyers.
Adoption may ultimately depend on how agencies organize their trading desks in relation to the rest of a client’s team, according to Sternhell.
“The question is how much these worlds – the buyer looking for a premium brand website and reach and delivery against those goals and the trading desk focused on audience targeting and ROI – are going to converge,” he said.