Technorati found out that almost half of publishers (45.45%) are having programmatic frustration as they are not being able to have demand partners compete with each other on each impression.
The given data was the result of the company’s survey in conjunction with Digiday, from June 23rd to July 10th last year. Over 600 buy and sell professionals claimed that, they are forced to use passbacks and floor prices just to be able to maximize yield of programmatic demand solutions. The practice of “Daisy-chaining” and “Waterfalling” are extremely important to give each partner a chance at an impression before passing it along to the next partner if not purchased. Moreover, about the same percentage manually adjust ad serving rules based on estimated CPMs and fill and/or work with fixed-CPM partners.
Survey respondents identified the following as their biggest challenges when working with programmatic demand solutions:
- Not being able to have demand partners compete with each other on each impression (45.45%).
- Daisy Chaining or Waterfalling partners is inefficient and not as effective as publishers like it to be (43.43%).
- Not having own internal developers with time/resources/ expertise to support publishers needs (44.44%).
- Not having the technology and tools that address specific needs (43.43%).
Technorati also revealed that while the majority (64.71%) of publishers (and buyers) use just 1 to 5 programmatic partners, a significant segment of both groups use more than 6 programmatic partners (29% for buyers and 27% for sellers).
“As we learned from our survey, publishers need a lot more help than they are getting to ensure an optimal trading process,” says Shani Higgins, Technorati’s CEO.