The Lowdown on Programmatic Ad Revenue

Publishers are always looking for ways to increase advertising revenue – especially in digital channels. Programmatic comes up often as an ad-revenue driver, but there still seems to be some mystery around what Programmatic really is and if it’s only for the “big guys” in magazine publishing. Let’s take a look! (Hint: it’s perfect for smaller niche publishers too.)

We brought together three Programmatic experts – Jonathan Muzio (AdCellerant), Jennifer Meister (Phoenix New Times), and Ryan Gombeski (Blue Orchid) – in our Niche Success Series webinar last month to explain the basics of this ad revenue channel and discuss how publishers can get started or ramp up their current program.

By the way, the potential revenue is HUGE:

  • $150 Billion is anticipated in digital ad spending in 2020
  • 46% of those billions will be spent in Programmatic

The Basics

So what is Programmatic Advertising?

It’s simply the automated buying and selling of online digital advertising to predetermined audiences in your websites or through online networks of websites, applications and platforms. The audiences are verified through activity data (purchases, site visits, geolocation) or voluntary data (forms submitted.)

You can break down Programmatic into two distinct sides:

  • Demand Side: used by agencies for audience reach through multiple platforms
  • Supply Side: used by publishers to monetize open website inventory

Advertisers use real-time bidding to get their ads in front of the right audiences. And where it says “agencies” above – that includes you! Use a programmatic platform to leverage online networks to sell your advertisers into audience reach programs as well as open up your website to inventory fill for additional revenue.

Check out the full recording to understand the details and get straight talk about selling, setting up, and pushing Programmatic ad revenue!

PLUS: Check out our follow up Niche Success Series webinar on July 22 for a nitty gritty playbook on rolling out Programmatic, straight from publishers who’ve done it!

More about Kristi: Kristi Dougherty is the Content Queen (VP, Marketing & Programs) for Niche Media’s unique and dynamic conferences and resources for niche publishers. She has worked in media since the heady days of dot com magazines in the 90s and managed B-to-B, consumer, and association publications and events. Kristi has spoken at many media conferences, including Niche. When she isn’t obsessing over email design and building the perfect event agenda, she is hiking, snowshoeing, cooking, reading and napping. Sometimes all in one day.