What are the main benefits and challenges of using PMPs for video and audio advertising?

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.

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.

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.

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.

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.