Programmatic Field of Dreams?
Scott Bender writes today in MediaPost’s Real-Time Daily: With opening day just weeks away, I’m reminded of the classic 1989 film “Field of Dreams.” The main character, Ray Kinsella (played by Kevin Costner), is inspired to build a baseball diamond in his Iowa cornfield when he hears a voice telling him: “If you build it, he will come.”
Digital publishers seem to be hearing a similar message in regard to the programmatic private marketplace (PMP) — that by just making these types of deals available, buyers and their ad dollars will follow. The reality is not that simple. Yes, growth in programmatic is real. PMP is becoming an increasingly larger part of that pie.
But while programmatic may be automated, it’s not completely “automatic.” PMP sales need to be carefully planned and executed to be successful, considering three key factors: a differentiating strategy, strong outbound sales efforts and effective ad operations. Publishers need to go the distance for PMP success. Read the full article here.