Like many premium publishes, The New York Times viewed the shift to programmatic ad buying warily.
No longer. Four months ago, it brought in Matt Prohaska as its first programmatic ad director. The ad tech veteran is now charged with figuring out how the publisher opens up more inventory to automated ad buying systems. At yesterday’s Digiday Programmatic Advertising Breakfast yesterday, he readily admitted that The Times is behind the curve on this front.
Here are the key points he made:
“We didn’t have the product set or the inventory management or the understanding of how that entire other side of the world, and much more integrated part of the world, has been working.”
Organization and efficiency
“It’s not just me and a team of 12 doing that for the programmatic on the side; it’s the person that handles IKEA for conferences, and print, and all things digital, so why should programmatic be any different?”
“Being part of this organization, one of the best editorial and rich content environments in journalism and news, it’s understandable that there’s a natural strength where we’d lean on leveraging and advertising a brand, like Rolex, in an environment talking about our style section. But there are a lot of other clients, Ann Taylor and others, that have budgets and objectives for brand awareness, and budgets and objectives to drive a sale today.”
“The ability to control, yield, and create in the financial world futures market that we really don’t have right now in programmatic today, but to get there and have a conversation and guarantee a certain share of voice throughout a season.”
“It has to do with making sure that there’s good value still given for our inventory and audience. Part of that is our responsibility to make sure that it’s as visible to our buyers as possible, either through the exchange or old-fashioned sales collateral.”
“For us, our goal is to move as much inventory as possible into the preferred as possible and give everyone first look. When you do those things and you see folks finding good value and volunteering to take price up because we’re converting well and performing nicely, you get a nice leap frog effect that search has known about for 18 years. CPMs are going north nicely, starting off from a crazy, low base.”
Watch the full presentation below:
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.