What Is A Publisher Trading Desk?
A novel variation on the traditional Agnecy Trading Desk is the publisher trading desk. They are given by publishers that use their own data and insights to target audiences on behalf of their customers, as opposed to being delivered by outside agencies. These services are occasionally supplied internally by the publisher, but more often than not they are given through a collaboration with an agency or other kind of third party.
There is a lot for modern marketers to do. Finding time for meetings, deadlines, and everything else on their plate may be challenging enough. Add to that the effort required to fully utilise DSPs, ad exchanges, and impression trading desks.
A publisher trading desk can help with that. Using a publisher trading desk, marketers may outsource and automate programmatic ad buying. For more details about publisher trading desks and how they might assist with your marketing efforts, continue reading.
Understanding Trading Desks
It’s crucial to first describe trading desks in general and their function in order to completely comprehend publisher trading desks. Media purchasing teams inside agencies that utilise Demand Side Platforms (DSPs) to acquire advertising inventory on behalf of clients are referred to as trading desks. They serve as somewhat of an intermediary between companies and DSPs and are trusted to provide turnkey, managed solutions for well planned and carried out digital marketing campaigns. Trading desk services have often been provided by bigger, full-service companies that have the necessary personnel and technological infrastructure.
How Does A Publisher Trading Desk Work?
A publisher trading desk’s key selling point isn’t necessarily the ad inventory itself, but rather how PTDs can use data to place bids and purchase media. Publishers have access to a wide range of internal data on various audiences, their tastes, and their routines. They have first-hand knowledge of customer behaviour on their website or app, in contrast to many agencies, and they are aware of potential future changes. Publishers have a considerable edge in programmatic ad buying thanks to their mastery of their first-party data.
Publisher trading desks enable publishers to provide their information as a service to brands and agencies looking to target particular demographics. Similar to how a typical trading desk would, they use the information they have to target specific demographics throughout the web on behalf of their customers. The key distinction is that a publisher trading desk only uses first-party data, in contrast to a standard trading desk that may utilise data from a number of sources.
What Advantages Do Publisher Trading Desks Offer?
Making use of a publisher trading desk has a lot of benefits.
Data Monetization For Publishers
Publisher trading desks, for example, give publishers a means to make money off of their first-party data. They have unique access to and have personally gathered this info. Brands and agencies frequently find this data to be of great value and are prepared to pay a premium in order to target particular demographics.
They provide a more effective approach to purchase and target media, which is another advantage. Publisher trading desks are better equipped to target their consumers than a regular trading desk since they are so familiar with them. As a result, media buying is more effective and might result in cheaper expenses for the advertiser.
Achieving Transparency for All
The field of programmatic advertising sometimes lacks transparency, which publisher trading desks provide. They are able to provide additional insight into the targeting process and the outcomes of campaigns because they are dealing with first-party data. Brands and agencies find this degree of openness to be incredibly appealing.
Publisher trading desk examples
Publisher trading desks have recently grown in popularity with illustrious publishers. Several instances include:
WP+ Program of The Washington Post
WP+, a 2014 announcement, is provided by famous publisher Washington Post. On behalf of their ad campaigns, it provides clients real-time bidding across independent websites. This cross-device targeting solution for programmatic buying is intended for clients that wish to broaden their reach and frequency. The Washington Post claims that WP+ offers its clients brand protection and transparency.
Response+ is the product of world renowned publisher and media company The Guardian, which created the digital performance platform to service the campaign goals of direct-response advertisers. It draws upon hundreds of thousands of insights across a range of audience verticals to provide clients with a unique, real-time understanding of how their target consumers are engaging with digital content.
Publisher trading desks offer a number of advantages for both publishers and advertisers. By understanding how they work, you can take advantage of this growing trend in programmatic advertising.
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