2016 will gain investment in programmatic Ad inventory. With a huge change in industry (more is yet to come), the programmatic Ads are sold in a four stage priority; First come the ‘Automated Guarantee’ which use technology to reproduce the favorable pricing. Second comes the unreserved fixed rates, third Invitation-only Auction and at the bottom of the priority exists the Real-Time Bidding (RTB) Auctions.
However, in the Era of technological advancements where automated platforms are breathing more, we wonder that how long will this last priority last?
In the game of demand and supply, RTB systems have improved a lot by now to imitate some of the automated guaranteed channel’s benefits in private market. The more refined RTB platforms are paying for ad buyers having a control over campaign effectiveness, came ahead with new capacities to define the required performance of the chosen ad inventory and great value prices.
Yet RTB systems are introducing more exclusive formats as well, which challenge even that benefit. Therefore, the value of the automated guaranteed deals could be risky, and they too may fall out of the ad buying priority.
Here are the few ways to improve the Real Time Bidding System.
More Effective Limits on Bot Traffic
Rationally, Bot fraud problem will never be solved despite of the channel through which the ad space is sold. On the other hand, it’s very important that the fight against fraudsters should continue to let the cleanest programmatic platforms win-out. Though, reporting on the authenticity of inventory sources, fake impressions, and instances of malware and masking of domain names will help the entire Ad industry to get rid of such fraud.
Combinations of Targeting Data
Some Ad technologies already enabled targeting based on a combination of spectators and relative relevance.
But, easier compositing of brands’ own data, publishers’ data, behavioral targeting companies’ data, search string data and the user’s specific and preferred mobile device location data will fetch hyper targeting to Real Time Bidding systems as a lot of publishers are creating more ad space available programmatically it should become more and more possible to mix targeting techniques without compromising the scale of campaigns.
More Indigenous Ad Formats
The functionality of ad formats has direct impact upon performance of the campaign. Presently, most of the ads existing through programmatic systems are everywhere. However, nowadays most native ads find it hard to scale across thousands of online publishers to get a campaign with adequate reach across the mobile and desktop web.
Even the automated guaranteed deals can possibly struggle with programmatic native ads. There is just too much offline negotiation and regular customization for the majority of these formats to be involved in a really automated market. However, the choice of such native ad formats available programmatically is growing rapidly. These Ads are being made available through RTB systems, proffering more imaginative, innovative and native placements in order to surprise and connect consumers (positively). So, there is no reason to think that other non-standard formats will be expelled from RTB markets in the future.
Create and Deliver Viewable Ads
Comscore has confirmed that the most of digital ads never have a chance to be seen. As a result, viewability is becoming one of the basic performance criteria upon which ads are now being selected. There are rumors in the air that certain agencies shall begin trading on viewable impressions as early as on Q1 2016.
The platforms testing viewability performance has observed that sometimes advertisers compromise on the number of impressions they purchase. However, publishers who are expecting to create a higher yielding product line from VCPM (viewable cost per mille) campaigns in the future are expected to be disappointed. Practically, Brands expect all their Ads to be seen and also, don’t want to pay an extra penny for that.
Programmatic platforms could integrate a viewability score data from providers such as Moat, which will display the full spectrum and degrees of viewability, giving vital insight to ad buyers. The programmatic platforms have to move away from predicted viewability scores.
The technology and research providers out there are delivering accurate metrics on viewability. Soon there will be no excuse not to guarantee viewability through programmatic platforms.
Precise Page Positioning
The precise positioning of an ad has a direct effect on its value. Presently, as long as the ads are showcased above the fold, most advertisers will be happy. However, an ad located down a page can also have as much value or more if it displays relevant editorial at an appropriate point in regard with the consumers’ engagement with the content. Most probably above the fold ad space are more price efficient than those below the fold. Though, the programmatic platforms that facilitate ad buyers to choose an array of page positions to display their ads will have an additional control over their campaign budget as well as on performance too.
Optimal Site Depths for Ads to Appear
Loyalty to particular publications is rapidly sliding down due to the universal sharing of deep links on social media that directs consumers directly to media titles’ articles. Various people shall view just a single page of a media title before getting back to what they were formerly doing or moving on to some other site. This clearly shows that it is less important and perhaps less valuable too. Programmatic platforms allowing advertisers to pick the site depth at which their ads should be showcased will give massive control to the marketers.