Introducing AdBook Premium Supply Platform
by Doug Huntington
We recently introduced our newest offering; AdBook Premium Supply Platform (AdBookPSP) is an industry-first innovative offering designed to power a new independent marketplace for deal-based programmatic transactions. The addition of AdBookPSP to FatTail’s portfolio makes AdBook+ the only unified direct and programmatic supply platform.
Over the last two months, we’ve explored the potential of deal-based premium programmatic transactions as the digital advertising industry ecosystem moves into the next frontier. Along with discussing the potential offered by emerging programmatic direct deal channels, we also unveiled research that points to a shift of brand dollars into the programmatic direct space.
Our data revealed that 66% of 75 global publishers surveyed anticipate growth in programmatic guaranteed, while 60% forecast an increase in preferred deals and PMPs. Despite overwhelming demand for more programmatic guaranteed deals, full adoption in the marketplace has been a challenge. Among publishers surveyed,
45% noted that workflows are not fully automated with offline media planning, sales rules, approvals, and advertiser negotiations.
42% cited the lack of transparency into bid and audience-targeting data.
38% cited disconnected ad tech, plus decentralized revenue reporting and forecasting.
That’s all about to change. AdBookPSP is designed to “future-proof” programmatic advertising for both buyers and sellers as market interest expands beyond RTB-based open market trades, to prioritized transactions, quantity and price guarantees, custom targeting, and other conditions that mimic direct sales relationships. As cross-site identity solutions face increasing regulatory and consumer pressure, and as third-party cookies are eliminated, AdBookPSP offers an alternative approach to inventory, price discovery, and a direct supply path to premium sellers.
For PREMIUM PUBLISHERS, AdBookPSP offers programmatic distribution of differentiated inventory at non-commoditized pricing to high quality, direct advertisers. It provides an incremental revenue opportunity from DSPs in the form of private auction, preferred, and programmatic guaranteed deal types.
For BUYERS, AdBookPSP streamlines inventory discovery, deal development and negotiation, and execution. DSPs gain unprecedented access to premium inventory - with the transparency and brand safety benefits that come from direct publisher access, as well as the lowest supply-side tech fees compared to traditional SSPs or exchanges.
For more details on AdBookPSP and how it can help your organization grow revenue,
visit: www.fattail.com/introducing-adbookpsp or contact us at info@fattail.com.