Savvy marketers know that there are a number of different ways to use their DSP to achieve optimal results. While traditionally, the majority of inventory is facilitated through the open marketplace, sometimes there is a need to be a bit more private and strategic about where you want your ads to run. Deal IDs can unlock inventory reserved for deals or they can be used to target very specific inventory.
StackAdapt clients have always enjoyed access to brand-safe, premium and relevant inventory through the open marketplace and while this tactic will remain as relevant as ever, we are excited to introduce StackAdapt Partnerships—a team to help marketers achieve their goals by enabling supply partnerships across the ecosystem.
According to eMarketer, Private Marketplaces, or PMPs for short, have been rising steadily since 2016, with $9 billion being spent by advertisers this year alone. The spend is predicted to rise to nearly $13 billion, accounting for almost 20% of total programmatic spending.
PMPs can provide an optimal solution to many campaign challenges—allowing access to higher-tier inventory, inventory not available on the open exchange and greater control over the placement and the performance. Whether the goal is to get in front of video-on-demand bingers, snag that above-the-fold placement or ensure an exact audience match with a list of curated publishers—PMPs can help marketers get there.
Designed to deliver precise target at scale, private marketplaces are a hybrid of the access and agility of the open exchange, with the control and safety of dealing directly with publishers. Now the best of both worlds—high-performing open and private marketplaces—is available in StackAdapt. And the StackAdapt Partnerships team will do all of the heavy lifting for you.
At a glance, here is the differences between open and private marketplaces:
Deal IDs provide added functionality that makes it easier to set up rules for deals.
The StackAdapt Partnerships team will create Deal IDs packaged for tentpole events such as Thanksgiving, the Super Bowl and Valentine’s Day, and vertical-specific Deal IDs for travel, finance, healthcare etc. The team will also facilitate custom deals for StackAdapt customers upon request.
To enhance this offering, StackAdapt is also releasing Deals Inventory in October. Customers will be able to activate pre-packaged exchange deals and request custom bespoke deals within the platform.
To learn more about the StackAdapt Partnerships team, reach out to your representative or contact us.