READY FOR THE RISE OF “PREMIUM PROGRAMMATIC”?
The nature of publishing and media monetization is changing. The cookie is crumbling, and the days of RTB-based, open market deals dominating the industry are numbered. Welcome to the age of “premium programmatic.”
We went in search of insights from revenue leaders at premium media brands about how they expect to do business this year (and beyond).
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See how much growth publishers are expecting in key “premium programmatic” areas including Programmatic Guaranteed and PMPs
Gauge publisher sentiments about where and how ad spend will increase (or decrease) over the course of 2021
Discover the top three challenges that publishers say they face in terms of face in adopting “premium programmatic,” including greater transparency into bid and audience targeting
ABOUT THE RESEARCH
In the third quarter of 2020, FatTail, CoLab and Beeler.Tech collected data from a group of more than 95 global publishers, whose combined annual revenues topped roughly $10 billion in 2019.
When asked about key areas of post-pandemic growth in terms of their programmatic inventory, an overwhelming majority of publishers said they were planning for increased spend in the areas of Programmatic Guaranteed, PMPs and Preferred Deals, a slice of the market FatTail defines as the “premium programmatic” segment.