He’s temporarily complicating things by testing a new ad server, Adform’s programmatic publisher ad server (PPAS), which eliminates all the passbacks that come from working with multiple partners. It plugs directly into Adform’s demand, via its DSP and buy-side ad server.
The goal will be to implement Adform’s ad server across direct and programmatic campaigns in the future. The ad server includes a “perfect priority” technology that allows competition between direct and programmatic impressions. Enabling such competition has become an in-demand feature for publishers as programmatic rises in CPMs and popularity.
“We want to use one ad server for programmatic and direct sales so they can compete,” Gerken said. “I also want to be sure I don’t miss any [high-value programmatic] retargeting campaigns because the direct sales team hasn’t sold any inventory.”
Jysk Fynske Medier, which started testing the solution in February, hopes to have it implemented across all its campaigns by the end of the year.
It is one of about 10 publishers testing the PPAS, Adform CMO Martin Stockfleth Larsen said.
With its publisher ad server as well as other publisher solutions like a DMP, it hopes to build a full stack on the sell side to complement the one it’s already built on the demand side.
That might make Adform an appealing “media-agnostic” alternative to Google, Larsen said. “Publishers are struggling to compete with Facebook and Google, and the only way they can do that is through more efficient platforms where they have full transparency.”