MARKETING INTELLIGENCE FOR PUBLISHERS

Transcription

1 AdClarity MEDIA INTELLIGENCE MARKETING INTELLIGENCE FOR PUBLISHERS Alright sellers. I emphasized it over and over again in the previous post- the end of RMX is not the end for you. In fact, it could only be the beginning of a much stronger and more beautiful premium selling process. You may be able to find a new ad exchange, or, more likely, new ad networks, SSPs, and DSPs that will work better for you. I m assuming that with the closing of RMX you may be dealing with a few trust issues due to lack of information and transparency. That s okay. And it s understandable. But I m telling you that there is a way to overcome these challenges and that s through Marketing Intelligence. Marketing Intelligence is the process of gathering all the world s online media data and presenting it in a useful and accessible manner to allow for better decision making. And now, I m going to show you exactly how you can use Marketing Intelligence to overcome your challenges, as a publisher, by using AdClarity, the leading Marketing Intelligence tool in the online advertising industry. 1

2 Challenge 1 Finding the relevant ad networks, DSPs, and SSPs that will lead you back to your favorite advertisers and other relevant advertisers in order to maximize your revenue and access thousands of advertisers that wouldn t have bought directly from you. In this scenario, I m a publisher who used to work a lot with Travelzoo. Once RMX was shut down, I no longer had access to Travelzoo. What do I do now? By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) Travelzoo is working with, I am able to know which mediator I need to be in contact with in order to work with them again. 2

3 Additionally, I can assume that advertisers in the same industry as Travelzoo are most likely using the same DSPs. I should therefore make sure that the ad exchange I am working with works with that specific DSP or that I m working with the DSPs that are most relevant for me. This will help me find advertisers that will yield results from my site and therefore continue running their ads with me. I can also use AdClarity to figure out which SSP and ad exchange I should be working with. By using Marketing Intelligence to uncover which DSPs and ad exchanges an SSP is working with, I can see which SSPs have access to premium advertisers and if other publishers they are working with are in the same industry as me. 3

4 By making sure I have access to top of the line advertisers, I can maximize my revenue by knowing that premium advertisers are trying to outbid each other for my premium inventory. Additionally, AdClarity shows me the ecpm of my competitors so that I can see what my inventory is really worth and whether my price floor is too high or too low. If it s too high, I ll know to lower it so that I won t be missing out on advertisers. And if it s too low, then I can raise it and maximize revenue. 4

5 You see, the thing with Marketing Intelligence is, is that it does most of the work for you. It lets you gain complete visibility and transparency into the ecosystem to understand what works and what doesn t. Your competitors have spent an exorbitant amount of money on trying to figure out what brings them the best results, so why not just reap off of their knowledge and work off their success while avoiding their failures? With the right Marketing Intelligence tool, you can sell more inventory, bring in new advertisers, identify new business opportunities, and offer the right CPM in order to maximize your revenue. AdClarity MEDIA INTELLIGENCE This white paper was produced by AdClarity, the leading Marketing Intelligence tool in the online advertising industry. 5