Why publishers should act like agencies
Think about it like this: Digital agencies offer a central channel where an ad can be purchased on any site or device, whereas standalone publishers can only place ads on the properties they own and operate. To meet broader needs and solidify their presence in the publishing world, publishers need to adopt an agency mindset to fully appeal to advertisers’ multifaceted needs.
What Makes a Good Publisher Great?
Many publishers are capable of racking up page views organically or by buying traffic, but just as many have a tough time meeting an advertiser’s laundry list of needs. Strong publishers know their audience—and their audience’s behaviour. They use that information to target their own site, which is all well and good, but they shouldn’t stop there. Publishers need to target the same audience from other websites, too.
That’s what agencies do, and it’s what publishers need to be better at in order to boost their revenue. In other words, a publisher needs to be able to buy ad inventory on other sites, targeting visitors who have been to the publisher’s site before—its audience—on behalf of the advertiser. This is known as reach extension or audience extension, and it’s executed using digital signal processing technology. DSP also enables the associated analytics to be aggregated. This transactional relationship allows businesses to scale, which is the main goal of operating like agencies.
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