4 Questions on the Future of Programmatic Direct for Publishers and Advertisers

Many in digital advertising are predicting the demise of open web advertising. Why?

Privacy changes are making it much harder for advertisers to track and target people around the web. On top of that, brand safety and fraud issues persist. Plus, advertisers can go to the walled gardens to reach users at scale with the giants’ user data.

But programmatic direct offers a path for premium publishers and advertisers to improve on the open programmatic market while providing the targeting capacities that privacy changes are diminishing elsewhere. With programmatic direct, advertisers and publishers get a transparent, highly trustworthy, and efficient means to buy and sell media against verified first-party audiences in high-quality content environments. 

So, premium programmatic direct means reaching audiences on the open web in higher-quality environments than many long-tail sites. And it means greater efficiency, revenue maximization, and transparency than the open market offers.

This is why Bucksense, an advertising technology company offering a DSP to advertisers and a self-serve platform to publishers, is integrating to Deals Marketplace released last month by FatTail. Deals Marketplace will allow Bucksense to help its publishers and advertisers reap the rewards of direct deal automation.

To explain more about what this announcement means for digital advertising, we asked FatTail CEO Doug Hungtington to elaborate.

Doug, Bucksense is adopting FatTail’s Deals Marketplace. What does Deals Marketplace offer Bucksense that had been previously missing in the market?

Deals Marketplace gives Bucksense access to real-time product, pricing and inventory information. It connects directly into the publisher’s inventory reservation and fulfillment systems for guaranteed delivery.

How will the integration benefit Bucksense’s publisher community?

It enables them to better organize and centrally manage their product catalogs and universally distribute them to any buyer or buying system connected to the marketplace, which helps them drive more revenue with minimal operational overhead.

How will Deals Marketplace benefit Bucksense’s advertisers?

It gives their advertisers access to the publisher’s highest-quality inventory, which is often not available in the open market. It lets them plan and execute media buys from a single platform so they don’t have to swivel between screens. It also gives them full transparency and control over what they are buying and who they are buying from.

What does the adoption of Deals Marketplace by Bucksense and other adtech companies portend for the future of programmatic and programmatic direct specifically?

It’s a bright future for premium content providers and their consumers. Direct relationships between trusted partners will once again rule the day. Advertising revenue and journalistic value will become more fairly aligned.