Publishers and advertisers could really take programmatic guarantees to the next level this year, provided that both players make use of it on a global scale.
A global adoption would require publishers to apply better forecasting tools so buyers can know “what kind of inventory can be there in the future,” says Tanuj Joshi, Senior Director, Strategic Media Enablement, MediaMath in an interview with Beet.TV.
When it comes to the advertiser side, technology must advance to enable campaigns that need to perform a guaranteed delivery.
“It’s coming to the point where publishers have to be smarter in allocating specific priority. At what price do you give what priority to what kind of buyers?” says Joshi. “The decision of priority over price was always important but now it’s even more important.”
Read more on Beet.TV to learn why MediaMath thinks native programmatic provides better ROI for advertisers and creates user retention for publishers.
Watch the full video clip here.