In the case of Publishers who have to date implemented guaranteed campaigns (mainly sponsorship Cost Per Day campaigns / Flat Fee model) only within a traditional sales channel, such as direct campaigns, the implementation of the campaign in Programmatic Guaranteed represented a big challenge; mainly due to:

1. Ensuring an appropriate pricing policy within Programmatic Guaranteed – traditional activities differ from Programmatic only as a sales channel / method, but we constantly carry out campaigns on the same inventory. So in many cases, activities in the Programmatic are priced several times higher than they should be. At the end of the day, these are activities that are already burdened with technological costs related to SSP and DSP platforms.

2. Guarantees of space availability – it is necessary to ensure the proper management of the Publisher’s inventory and to control all planned and implemented campaigns in Direct vs Programmatic Guaranteed.

3. Advertisers’ approach to Programmatic Guaranteed – if to date sponsorship CPD campaigns have brought the expected results and more, it is often a big challenge to convince the Client of the benefits offered by Programmatic Guaranteed.

One of the solutions to the challenge was to initiate the sale of the Programmatic Guaranteed deals on the Publisher’s best inventory.

The process required our Yieldbird AdOps team to make the necessary adjustments and enhancements to the technological setup in order to be able to start displaying the creation of the screening format which is popular on the Polish market (horizontal banner + wallpaper on both sides of the content). This format is very common in Direct sales, but on the Programmatic market it is only available in the form of Programmatic Guaranteed deals; when servicing the creation is supported by the Publisher (when the Publisher is responsible for the servicing of the creation).

This unique value provided in the form of such campaigns can be discounted at a higher rate, which can be further increased due to the possibility of selling Programmatic Guaranteed deals in the CPD model (Cost Per Day) in the sponsorship priority (100% of available page views).

The challenge is always to coordinate activities within the guaranteed Direct vs Programmatic campaigns. Advertisers should be persuaded of the value and the benefits of implementing all campaigns under Programmatic Guaranteed.

It should be remembered to always indicate the additional values that Programmatic offers. At the back of their minds, Clients think that these activities are burdened with the additional technological costs of SSP and DSP platforms.

Each change in the scope of product and offer is a big challenge; but thanks to the commitment of each party, we were able to address this challenge and meet market requirements.

Justyna Niedziałek,
Demand Development Team Leader @ Yieldbird

Every success that a Publisher enjoys in the field of Programmatic development is seen as our personal success, to which the activities of tens of people at Yieldbird have contributed.

The figures achieved were the result of both a long-term strategy and close cooperation between the Publisher and Yieldbird. We are not slowing down; and we are looking for new opportunities to increase the effectiveness of monetization by optimizing existing resources, using new products and technologies, and Yieldbird insight know-how.

Vadym Kriuchok,
Customer Success Manager @ Yieldbird