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Part II of III on Programmatics buying checklist

December 6, 2017

stage 2

 

ACTIVATION

 

Aim:Agree on details to ensure Private Marketplace*will deliver ROI. Includes parties involved, inventory transparency and financial terms

List involved parties (and a contact person for each):

  • Platforms? (DSP, SSP, Ad Servers) 

  • Data providers? (DMPs) 

  • Vendors? (Verification services: view-ability, fraud, measurement) 

  • Buyer? (Advertiser, agency, agency trading desk) 

  • Seller? (Publisher, network) 

  • Billing? (3rd party)

.Inventory transparency: 

  • Level of transparency? (URL, domain, run of site/network) 

  • O&O inventory? 

  • 3rd party inventory? 

  • Inventory attributes?

 • Platform: Mobile, TV, PC, DOOH 

• Format: Video, Display, Native, In-app 

• Content Type: Video, Game, Music, Application, Text

   

Deal financial terms: 

  • Budget/commitment level? 

  • Fraud/view-ability guarantees? 

  • Auction (bidding guidance) or unreserved fixed rate? 

  • Fee structures? (penalties) 

  • Terms of payment? (platform agreements) 

Deal timing: 

 

Flight dates? (e.g. always on or start/end dates) 

Buyer response time? (inventory expiration) 

Timelines: (SLAs) 

• Data availability 

• Creative approval Issues 

 

 

As always, If you need help making sense of the process of programmatics buying contact us at Global Concepts Media Agency

 

Globalconceptsmediallc@gmail.com

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