Programmatic Channel Allocation, Part 2: Holistic Yield Management with PMP, Programmatic Direct, & RTB

(This is Chapter 13 of the Adomik Programmatic Yield Management Handbook)

Holistic yield management with programmatic media requires well thought out programmatic inventory channel allocations that meet your business objectives

Which channels will help you meet your business goals?
Are you using programmatic channels to increase your sell through rate? Pushing for steady and reliable sales? Are you working to meet buyers where they are in the modern landscape of programmatic channels? To maximize your revenue and CPM potential, you should be putting forth effort in each of these channels to identify the most appropriate media strategy. Each of the programmatic channels outlined in the prior post will help you get there. After reflecting on what channels work for your business now, identify programmatic channels that you want to add or strengthen in your sales offering. Let’s discuss some benefits of each channel in achieving your business goals:

• Open RTB exchange sales will allow you to sell your inventory at market prices. Turning on the open exchange could be a hands off solution to increasing your fill rate. And with proper floor pricing strategies, you’ll see better performance. Open RTB lets you leverage the notion of  buyers coming to you. As you evolve your yield management strategy, you’ll better understand who your buyers are, how they value your inventory and how to use the channel to its fullest potential.
• Programmatic direct is a more efficient way of selling premium inventory compared to traditional insertion order processes. Programmatic direct is generally the goto channel for the direct sales teams to approach buyers directly to build long-term, reliable and sticky business. Reliable future sales can help you understand your inventory value and pricing in other channels and deliver some financial predictability. You can take programmatic direct further by coordinating your relationships with your buyers by selling deals that include direct and first-look public and private PMP deals using RTB.  programmatic channels
• Private marketplace deals (PMP or Deal ID) will allow you to control your buyer relationships and see competitive CPMs based on market conditions while offering premium inventory at CPMs that you control with the buyer. Choose this method to best organize your inventory sales and manage relationships with known buyers. You can further optimize PMP by analyzing deal ask prices in relation to market prices and making sure you are actively troubleshooting and monitoring deal success.

The unheralded key: How to monitor and manage your programmatic channels
To optimize programmatic channel performance, you must know your inventory, its value, appeal, demand ecosystem, and how it evolves with market trends so you can capture high buyer demand on the most appropriate channel. In order to assert this control, sellers need to own and command their programmatic data. This means more that just pivoting on this data in excel. A robust analytics dashboard will help you understand your revenue –just as Google Analytics helps you understand your traffic.
In further Programmatic Yield Manager Handbook posts, we will share tips on what to look for in your sales data. You can learn how to follow the markets, create pricing strategies for open RTB and PMP deals, run simulations for business decisions, and be data driven in achieving your revenue goals.
Feel free to connect with us to learn how we can help you optimize your programmatic revenue with optimal channel allocation.
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