The Upside Of Open RTB For Publishers


It’s not all downside, you know. At least that’s what Jeff Clark, vice president-audience and analytics at Postmedia seemed to suggest during the “publishers” panel at OMMA Audience Targeting. How so? Well, Clark advised using RTB as a prospecting tool to convert non-endemic advertisers into endemic ones.

“If you see an advertising you’re not familiar with,” Clark advised, “go after them.”

While that direct pitch “may only result in a $2 CPM becoming a $4 CPM,” it’s still a 100% increase in the publisher’s yield.
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