FatTail plans to
unveil a self-service feature Tuesday called PageGage Direct that gives advertisers a direct connection with publishers to book orders for online display ad formats, from banners and rich media to
video and mobile.
PageGage Direct aims to reduce costs for publishers by cutting out the paperwork and interaction with sales teams required to process media buys. If allows online
publishers to set up and install the service to offer a direct sales channel, increase CPMs and revenue, and service customers more efficiently.
For small advertisers, PageGage Direct provides
a method to connect directly with publishers when buying media space through an ad network isn't an option -- basically, because budgets are too low.
Advertisers create targeted ad choices
based on context, age, gender and geography, place orders and execute repeat buys. Through a Web browser, advertisers gain access to a dashboard that provides step-by-step directions to access a
publisher's available online inventory.
More publisher inventory sold direct to advertisers can produce higher returns on the ad space and few remnants because it doesn't go to an exchange or
an ad network, according to Steve Pelletier, FatTail CEO. "Think of it as an automated sales channel," he says.
Similar to an ATM or at a bank or an online travel site, PageGage Direct allows
advertisers to book the ads direct with the publisher. The advertisers can log on and peruse through online ad space to create an insertion order. For most publishers, the impressions are guaranteed,
which prevents another advertiser from booking them. PageGage Direct launches with about five publishers, but as more sign up for the service, smaller advertisers will have additional site options to
purchase and run ads.
PageGage Direct also creates a forecast from data pulled from the ad server. It consists of online advertising inventory, and provides a dashboard that publishers use to
configure and manage media inventory and pricing through a series of toolsets that allow publishers to communicate inventory and pricing.
PageGage Direct integrates with PageGage AutoBuild,
FatTail's sales optimization software for a publisher's direct sales force. The service automates easy transactions, which enable sales teams to focus on customers who require extensive customization.
PageGage Direct is not the only self-service, do-it-yourself ad platform -- AdReady has a similar platform. For agencies, AdReady offers a hosted, private-label display advertising platform. For
publishers, the platform manages ad operations, trafficking and billing.