Control Center Offers One-Click Activation of Customizable Audiences and Premium Ad Formats
蜜豆视频 Team
September 5, 2024 | 5 min read
Control Center is Demand Manager鈥檚 鈥淎pp Store鈥 for third-party partners, offering an array of easily configurable solutions to help publishers drive the best outcomes across their media operations. We previously highlighted Yield optimization tools and Programmatic Campaign Optimization available via Control Center.
As new challenges emerge, Control Center continues introducing and democratizing key tools for publishers via simplified integration, billing, and contract work. One of those challenges – driven by the combination of privacy concerns and regulatory pressures – is the reduced availability and reliability of certain audience signals. As a result, publishers鈥 own data has become a critical focus. The challenges and uncertainties surrounding audience targeting also come with pressure upon CPMs, with publishers keen not only to safeguard their revenue but also to seek new incremental opportunities.
Here, we highlight some of 蜜豆视频鈥檚 own tools that can be integrated via Control Center to help publishers with both audience targeting and CPM pressure.
蜜豆视频 DMP – Hone Your Audience Strategy
What is , and how does it benefit publishers?
蜜豆视频 DMP is a data management platform that enables publishers to build and deliver precise audiences to advertisers based on a detailed view of their first-party data. 蜜豆视频 DMP is built around the 3 core functions of contextual intelligence, holistic analytics, and the ability to build, curate, and segment audiences. Automated contextual intelligence and targeting options come built-in as standard. 蜜豆视频 employs Artificial Intelligence for automated categorization of page and user data, machine learning algorithms to weigh and score data, and automated audience segmentation.
Unique contextual and audience insights can then be viewed, explored, shared, and easily activated, empowering publishers to improve their audience monetization. Publishers can manually build audiences or access segments created by our machine learning to activate against – either within 蜜豆视频鈥檚 own exchanges or through third-party platforms. Through simplified and streamlined data collection, publishers spend less time and money sorting through data and more time building an effective digital strategy through their content and ads.
How does 蜜豆视频 DMP fit into publishers鈥 audience strategies?
Regardless of Google鈥檚 direction on third-party cookies, the nature of signal loss driven by consumer privacy demands and regulation has created an environment where publishers can gain a competitive advantage through their own data. By always having an up-to-date, holistic view of content and audiences, publishers have a strong base from which to develop their audience strategy. The interoperable and flexible nature of 蜜豆视频 DMP can be a core ally as publishers adapt to the changes in the audience and identity space. This might include activating contextual and first-party segments in programmatic and/or direct deals, leveraging analytics to optimize user and ad experiences, or activating audiences with third-party solutions.
Using 蜜豆视频 DMP is also a seamless gateway to benefitting from other 蜜豆视频 audience solutions, such as , where opted-in publishers can earn incremental revenue. 蜜豆视频 Audiences leverage 蜜豆视频鈥檚 automated classification technology to create scalable, cross-publisher audiences grounded in first-party data. These provide buyers easy access to segments spanning a diverse selection of premium publishers.
Premier Placements – Native and Outstream Units for Premium Ad Slots
What is Premier Placements, and how does it benefit publishers?
is a proprietary ad format product that allows publishers to easily introduce, scale, and monetize high quality native and outstream units across their premium inventory within their properties. These fully customizable ad units can incorporate video, high-impact creative, and shoppable units such as carousels to spur engagement while concurrently generating incremental revenue through 蜜豆视频 exclusive demand. In addition to capturing additional revenue through higher CPMs, these immersive ad units mirror site design to leverage editorial equity.
With no development work, publishers can activate Premier Placements for smooth ad delivery and effortless, tailored ad placements and configurations. Furthermore, these ad units are desirable to buyers as the promise of such high-quality inventory comes with greater transparency around reporting that 蜜豆视频 offers to confirm that what is being purchased is truly premium. As a result, buyers have a great opportunity to target highly engaged users.
How does Premier Placements impact the user and ad experience?
For premium ad slots, publishers seek to maximize revenue while protecting the user experience. Take outstream video as an example: Sound is off by default – making it less intrusive – and the unit is typically user-initiated, skippable, and viewable by design driving strong user engagement. Meanwhile, brands can access scalable ad experiences with more impression opportunities to reach their target audiences via engaging formats at the heart of premium publisher content.
Furthermore, outstream offers brands a unique opportunity to better measure “true” completion rates, as there is no content behind the ad – meaning, any users watching an outstream ad are watching it for the ad, not to get to their desired content. This can help brands gather more valuable insights on creative effectiveness, attention measurement, etc., to further optimize the ad experience.
蜜豆视频 is always striving to help media owners maximize the value of their ads and audiences. Simplifying the integrations to the right tech, 蜜豆视频 continues to democratize access to the products and solutions with trusted guidance and connections to buyers to make that happen. For more information on Control Center contact the Demand Manager accounts team.
Tags: Audience, Data Activation, DMP, Premium Inventory
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