One of the most common questions that marketers face in buying display advertising is whether to contact a publisher or ad network directly to purchase inventory (called a Direct Buy), or through indirect channels using real-time bidding (RTB) systems.
To those with experience in the RTB realm, it’s well understood by now that there is an element of unpredictability and fluctuation in the availability and consistency of volume from specific publishers or sources of ad inventory. This can often lead to frustration, especially when trying to optimize and automate your campaigns.
To appreciate why this happens, it helps to understand how ad inventory becomes available in the RTB ecosystem, how direct sales orders (aka insertion orders) affect the amount of inventory available, and the interplay between the two sales channels for website publishers.
The Publisher’s Dilemma
Website publishers are in a tough position. They have a strong desire to increase their advertising revenue with as little headache as possible. For publishers needing a quick revenue solution, outsourcing the whole process to Google AdSense has typically been the easiest way to go. The problems with AdSense, however, are that it’s restricted to buyers on the AdWords platform, the revenue model lacks transparency, and the revenue yield to the publisher is low.
See on marketingland.com