Quais são os principais benefícios e desafios do uso de PMPs para publicidade em vídeo e áudio?

Using PMPs for video and audio advertising offers significant benefits, notably access to higher-quality inventory. This curated environment allows advertisers to secure premium ad spaces often unavailable through open exchanges, ensuring that ads are placed in a context that aligns with brand values and reaches the intended audience more effectively.

PMP deals offer access to premium and exclusive inventory that might not be available through open exchanges. This can lead to higher quality placements and better engagement. It allows more precise targeting and customization based on detailed audience data and insights and this eventually improves the effectiveness of campaigns. As PMP deals are often private and invite-only, they can help reduce the risk of ad fraud compared to open exchanges, where fraud is more common.

In addition, you will also get a dedicated service rep to help trouble shoot any delivery or targeting issues. Speaking specifically of audio, while fraud has been a topic in the news lately, it's not something that we see often with our platform (Audiology) because we routinely run campaigns with double verify, who is a leader in the fraud detection space. We also run campaigns with attribution companies across our supply and have always performed well with these 3P companies. As another option for programmatic is to use your partner's managed service, where they can take all of the heavy lifting with targeting, scaling, etc off of your shoulders. There are tons of great options.

Navigating the intricate technical requirements, such as setting up deal IDs, matching audience targeting parameters, and ensuring compatibility across different ad-serving platforms, requires specialized knowledge and skills. This complexity can lead to longer setup times and potential integration issues, impacting campaign agility and efficiency.

These are important points that you should take into consideration when going the programmatic route, but again, a great partner will help you work through all of these challenges.

PMPs provide enhanced visibility, allowing for more informed decision-making, enabling advertisers to tailor their strategies for maximum effectiveness. However, accessing these high-quality insights often comes with a premium cost, and the select nature of PMP inventory may limit scale. Despite these challenges, the strategic advantage of utilizing data-driven insights to optimize campaign performance and achieve a higher return on investment makes PMPs an attractive option for advertisers aiming to maximize the impact of their video and audio advertising efforts.

This is 100% true but you really need to have a comprehensive understanding of the platform that you are using and all of the metrics for optimization and analytics. Ideally, you should have experience in managing media campaigns before jumping into the programmatic world.

By design, PMPs offer more exclusive and premium inventory, which naturally restricts the volume of available ad spaces compared to open exchanges. Balancing the need for quality and context to maximize reach requires careful planning and strategy. Despite this, the benefits of accessing higher-quality inventory and more controlled environments often justify the trade-off, providing advertisers with a more targeted and effective way to connect with their audience, enhancing brand safety and campaign performance.

I can only speak for the audio space. Yes, limited scale is true if you are working with a smaller publisher or network, however, Audiology has the largest supply of audio in the country so scale and delivery is not an issue if your campaign settings are set up correctly. It is true that the floor CPM is just a bid and the inventory may receive higher bids that take priority if your CPM is low, but that can easily be fixed with troubleshooting and making adjustments.

Yes, this is true but the same benefits can also be reached with direct managed services. At the end of the day, customization options are nearly endless for advertisers with the technology that's available and the ultimate goal is that you find a medium that is going to deliver (or over deliver) on your KPI goals.

PMP exclusivity means you will pay a premium for access to high-quality, brand-safe environments and engaged audiences. This investment sets a high bar for campaign performance and ROI, with advertisers expecting significant outcomes to justify the expenditure. Despite these financial and performance pressures, the benefits of enhanced audience engagement and brand safety often make PMPs a valuable component of a comprehensive digital advertising strategy.

Sure, CPMs might be higher, but that is because you are paying for premium inventory, which in turn is going to deliver results for you. Would you rather pay a $3 CPM and have all of your ads be delivered to bots, or would you rather they be delivered to an actual targeted audience that is likely to convert. Time and resources are a given for anything that's worth doing.

Some tips to extract the best out of your PMP deals: 1.Forecasting - Work prior with the Pubs/Partners on the CPM floors, est. volume/imps . Try using DSP planning tools for forecasting PMPs. 2.Integration - between the DSP and Publishers/partners around audiences, data and brand safety will ensure you don't run into scale issues. 3.Measurement - Have the right BLS metrics, KPIs in place to measure success of your PMPs. 4.Inventory management - Use this feature(available across most DSPs) to unlock benefits around f-capping, reach maximization, de-duplication. PMPs are great to cut through the clutter of the open marketplace and unlock premium inventory at manageable prices, while giving back considerable control to Media buyers.

# Stick with the Good Guys Only buy from trusted SSP partners who play by the rules and respect publishers' rules on distribution and price points. Better to have a smaller set of partners so you know what you are buying. # Direct Deals are better than big "private" deals The DSP-curated libraries are convenient but by design are more competitive. 1:1 deals with publishers help reduce competition, provide better data access, and let the publishers know that you are buying. # Get Granular, Get Results There are too many apps (especially in CTV) - choose the ones that work for performance and tailor your bids. # If the Price Looks too Good, It Probably Is If it seems sketchy, it probably is. Stick with legit, authorized inventory.