From time to time, I like to pull back the curtain on the inner workings of our agency to share how we go above and beyond for our clients. Our team is always quietly working behind the scenes to improve results for our advertisers. And that work deserves to be highlighted.
One way we improve results through our digital buying services is by negotiating with publishers and supply-side partners (SSPs) to get private marketplace (PMP) deals.
I like to compare digital buying through a demand-side platform (DSP) to shopping inside a giant warehouse. Digital buyers go into the warehouse with a list of our client's needs. We then pick and choose the right inventory and data mix to best suit their goals.
You have huge pallets of inventory you can choose from inside that warehouse. You can buy off the shelf, which in this case is the open exchange where thousands of publishers and suppliers put their inventory up for sale. This is great because the inventory supply is steady and ample. But, there is a vast array of options from low-quality to high-quality, so it requires a lot of quality control efforts. If you only purchase open exchange, you will rarely wind up on premium inventory.
To help ensure better quality, we often go directly to the publisher or SSP and cut a better deal resulting in a cost reduction and higher-quality inventory. That deal is a PMP. It's like getting a corner of the warehouse accessible only to you, with great inventory at lower prices.
Our digital team is constantly working to get better inventory access for our clients. It's a project that has no end! Thanks to this work, we have amazing PMP deals through our SSPs and DSPs, along with many premium publishers. In 2022, about 70% of our inventory ran through PMPs. Fifty-one percent of that inventory was via PMPs we negotiated directly on behalf of our clients.
I'm very proud of the hard work our digital team does to ensure that we are always considering our client's objectives and inventory quality.
If you're interested in learning how our talented team can help you meet your objectives, drop us a line!