Successful media planning today is challenging, particularly for advertising campaigns targeting multiple online audiences in premium and non-premium content environments. Along with conventional ROI metrics such as reach, frequency and GRP, online media optimization frequently includes additional measures of impressions, clicks, dwell scores, frequency capping and numerous other criteria.
Media planners work hard to ensure that the right message is delivered to the right audiences at the right time. However, when the campaign’s over, it’s not unusual to find that it reached only a small percentage of the target audience. Even relatively simple targeting criteria such as gender or age brackets can end up missing the mark by a wide margin. This is a tremendous waste of ad spend and planning resources. Everyone in the industry seems to be aware of it – but no one, up to now, has been able to do anything about it.
With MASS Exchange, media planners and ad buyers now have the ability to target specific audience segments – as well as to view the current market CPM rate of those segments, in various combinations, trading on MASS Exchange. MASS Exchange participants can also compare the CPM rates of individual audience segments to the CPM rates of specific ad placements.
Finally, MASS Exchange offers ad buyers the ability to bid for - and purchase - specific ad placements across all addressable media channels that will be delivered to only those customers matching the selected set of audience attributes.
MASS Exchange works on behalf of ad buyers by matching their audience attribute and ad placement “buy” orders with similar “sell” orders offered on the exchange by leading online publishers. While the exchange operates as an electronic marketplace bringing together ad buyers and sellers – it will never buy or sell ads itself.
After executing an ad transaction on the exchange, buyers and sellers continue to use their normal business processes for insertion order creation, ad delivery, invoicing, payment and reporting.
Today’s online publishers operate in a fast-paced, data-driven world. The introduction of ad networks, ad exchanges, demand-side platforms (DSPs), supply-side platforms (SSPs) and data management platforms (DMPs) have dramatically altered the ad sales process – and offer publishers the chance to capture valuable new buyers and expand advertising sales.
But for many publishers, the large potential revenue opportunities offered by new inventory bidding and optimization technologies have come with daunting new risks.
In practice, early promises of increased yields, lower cost of sales and operations, and better management of guaranteed and non-guaranteed inventory have been undercut by sales channel cannibalization, rapid inventory commoditization – and most important, publishers’ loss of control over pricing power and proprietary audience data.
Many cautious publishers say programmatic inventory buying could be valuable in the future. But for now, they say, the technology is still very much skewed towards advertisers.
We hear you.
MASS Exchange offers publishers the chance to realize many of the rewards of programmatic trading – while retaining the power, control and brand safety critical to publishers’ inventory monetization and sales management.
Through MASS Exchange, publishers make inventory otherwise monetized by relatively low CPM RTB available to the higher CPMs of guaranteed contracts, using already proven and accepted programmatic technologies – all the while optimizing revenue and profits across a mix of guaranteed and non-guaranteed ad sales at CPM rates controlled by the publisher.
Publishers can leverage MASS Exchange to expose and automate inventory to the highly targeted CPM of long tail demand – finally bringing scale to new types of buyers that current ad sales operations have struggled to support. MASS Exchange makes this possible through highly enhanced inventory management and revenue forecasting models.
If you’re a publisher looking to offer your clients cutting-edge technology and valuable high quality audiences at scale – while retaining the price control you’ve been used to – you’ll want to talk to us.