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3 ways to squash publishers' RTB fears

3 ways to squash publishers' RTB fears David Zaleski

Emphasize transparency

Publishers don't want to be surprised by the quality and context of the advertisers that are coming through, just as advertisers want transparency from publishers so that they know they are marketing on brand-safe outlets. If you are open and clear about the companies who will stream into open inventory on publisher platforms, you will make huge strides on warming them up to the potential that real-time bidding creates for everyone.

Few know the RTB space better than Brock Bradley, VP of business development at Redux Media. In this exclusive interview at the iMedia Canada Summit, Brock speaks about his company and how it's tackling exciting opportunities and executing successful RTB strategies for clients.

Assure them there won't be sales circumvention or cannibalism

Publishers don't want to feel like they are being tricked or taken advantage of. They don't want to feel like a campaign that used to be bought direct is going to be bought in real-time at a much lower rate. Because of this, some publishers don't even fully expose their inventory. Trust and transparency are the keys to overcoming this obstacle, and as an agency, you need to give publishers assurance of your rates and intentions. If you want to buy in real time, you sometimes need to have the uncomfortable conversation about how much you are willing to pay and why. Sometimes it will be less than a direct order, but you can justify a lower cost with RTB if you explain it professionally and properly.

Brock Bradley from Redux Media continues our conversation by explaining why being open and transparent with publishers is the main key in circumventing publisher concerns.

Stay in touch and maintain a strong personal relationship with your publishers

A big concern publishers have about real-time bidding is that it will harm the personal relationships they enjoy with their advertisers. Publishers don't want to feel like they have lost touch and that a faceless entity is in control of their ad inventory. You need to make an effort to maintain a personal relationship with your publisher contacts and keep them up-to-date on your RTB practices. This all comes back to transparency and trust. Don't disappear from the picture just because you can buy ad inventory using computers.

Brock Bradley from Redux Media ends our conversation by explaining his position on programmatic and how it will shape the marketing ecosystem in the coming years.

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Learn more about Redux Media.

"Businessman crushed by a boulder" image via Shutterstock.

David Zaleski is the Media Production Supervisor for iMedia Communications, Inc. and Comexposium USA. He graduated from Loyola Marymount University with a BA in Film & Television Production, specializing in editing, animation, and...

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to leave comments.

Commenter: Wade Kingston

2014, June 03

Mr. Bradley's comments are spot on. I would add, however, that another myth is that RTB - especially as it pertains to mobile - is something that will be important in the future, not today. That couldn't be more erroneous. Look at What Airpush, Twitter, and other mobile advertising / social media giants are doing with mobile RTB. If it's "the future," then the future must be here. http://www.airpush.com/what-is-mobile-rtb-and-why-should-i-care/