Quick check-list for optimizing programmatic competition for an ad seller:
Analyze the current demand: Before you start optimizing programmatic competition, you need to understand the current demand for your ad inventory. This will involve looking at the types of advertisers interested in your inventory, the types of ads they are looking for, and the prices they are willing to pay.
Analyze the current supply: In addition to analyzing demand, you also need to understand your current supply. This will involve looking at the types of ad inventory you have available, the formats you offer, and the pricing models you use.
Choose the right programmatic platforms: Once you have a good understanding of your demand and supply, you need to choose the right programmatic platforms to work with. This will involve looking at the different features and capabilities of each platform, as well as their fees and pricing models.
Optimize your ad inventory: To maximize your revenue from programmatic competition, you need to optimize your ad inventory. This will involve looking at the types of ads that are performing well, the formats that are most popular, and the pricing models that work best.
Set floor prices: Floor prices are the minimum prices that you are willing to accept for your ad inventory. You need to set floor prices that are competitive but also ensure that you are not underselling your inventory.
Monitor performance: Once you have implemented programmatic competition, you need to monitor its performance regularly. This will involve looking at metrics such as fill rate, CPM, and revenue, and making adjustments as needed to optimize performance.
Continuously improve: Finally, it’s important to continuously improve your programmatic competition strategy. This will involve experimenting with new formats, pricing models, and programmatic platforms, and making changes based on the results you see.