Overall, IBT Media is embracing programmatic because it sees its importance to buyers. “We understand programmatic is the best solution for the buyers right now, and we want to give them the best technology to give them the best performance,” she said of the publisher’s efforts.
Browne de-emphasizes IBTimes’ presence on open marketplaces, saying it prefers to set higher floor prices for open marketplaces that it thinks represent the value of its inventory.
Networks hold greater value than open marketplaces. “Some networks have great brands and great CPMs,” Browne said.
To allow its mix of direct, network and now programmatic direct buys deliver optimally through the site, IBT Media uses Google’s dynamic allocation product. It allows all the deals to compete against each other to yield the best price, while still following additional rules the publisher sets up.
Having that dynamic allocation solution in place will aid IBT Media as it adds its programmatic direct solution to its mix of offerings to buyers.