Not at all.
More and more premium publishers are embracing programmatic and making their inventory available. Since the dawn of digital, premium inventory has been sold to clients via direct sales teams with guarantees surrounding placement and positioning. Today, premium inventory is also available through open exchanges and private market places meaning that a site’s home page, or a popular and high quality section of a site, is also likely available through programmatic.
Remnant inventory, sold after premium inventory has been pre-sold by a direct salesforce, was once the traditional fair of networks. The rise of programmatic has managed to disprove the concept of “remnant”, as one bids on the user, not necessarily on the site. In doing so, the value of the impression is whatever the value of the user is, not a pre-defined low cost, bulk buy to achieve inventory fill. At The Exchange Lab, we have access to your audiences across the sites and devices Brand safety – do you know where your ads are?
Brand safety has always been a hot topic and at The Exchange Lab there are a number of processes in place to ensure all campaigns run in brand safe environments.
1. Blacklists? Whitelists? Which is which?
The Exchange Lab has a blacklist of sites that are not suitable or appropriate for your campaigns to run on. These blacklists are regularly updated with the URLs of sites deemed inappropriate and we ensure specific exclusions are made based on the brand safety sensitivity of individual clients. Whitelists consist of activity on inventory that has already been vetted by the advertiser and The Exchange Lab welcomes any whitelists that the advertiser wants to run on. Note, whitelists can lead to availability issues and increased CPM.
2. Content verification…meaning?
The Exchange Lab uses market-leading content verification technology and works together with exchanges to proactively exclude and block bots, toolbar publishers, hijackers and other sources of bad or unwanted inventory prior to evaluating bid opportunities. The Exchange Lab can work with any content verification partner that our clients already have a relationship with.
3. Platform-level screening and the importance of the human eye
The Exchange Lab believes the automated processes used by Demand Side Platforms (DSPs) and exchanges to screen different site content requires a human element to work in tandem with the automation. The philosophy we employ to safeguard brands means we don’t just rely on technology and algorithms to deliver a brand safe environment, everything passes human eyes to ensure all specifications are met.