How Publishers Sell Their Inventory to Advertisers

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Direct purchase of online media: Think about the UOL portal. To understand this process in a practical way, imagine that the portal produces content to attract people through various means, these visitors browse through various pages consuming content. In terms of page views , the number of times a page was viewed, that is, these are the impressions sold to advertisers through the cost per thousand (CPM), that is, it is the inventory or quantified space that the portal has to sell to advertisers.

This type of direct media purchase with portals usually has a higher CPM cost, but in return it has a certain “guarantee” of delivery of the contracted product.

Now, it is common for “ under ” to occur (delivery below the contracted amount), very common during long holiday periods in certain regions or due to the misconduct of the portal that sold more than its delivery capacity.

This is usually brazil mobile database communicated in advance and attempts are made to extend the campaign's run time, change the ad formats or the website category to be displayed.

Now, check out the 4 vital points in the online media buying process
Cost per thousand
When you receive a media plan from a portal, be sure to calculate the CPM (cost per thousand) for each format and channel in the proposal. By doing this, you will see what you are actually buying, since ad formats and channels with a value well below the market average usually have low click-through rates (CTR = click thru rate ) due to exposure in places with very little visibility. In other words, these inventories are considered trash by the portals.

To calculate the cost per thousand (CPM), simply divide the “total negotiated value” by the “total number of impressions” and then multiply by a thousand.

In the spreadsheet above, you can see, in the green column, the cost per thousand by format. Note that the superleaderboard format has the highest number of impressions and the lowest cost per thousand.

According to this proposal, this format would be displayed in internal categories (sports, employment and news) of the XYZ website. This low CPM cost shows that the format has little prominence/visibility and that in general it “camouflages” the calculation of the total CPM of this proposal, which is R$7.63. Therefore, always look at each case individually and not the total value.

After all, the cheaper the CPM, the less prominence within the vehicle.

proposal-summary
Now that you understand the importance and weight of each ad format and channel that will display your ads according to your goals, it is very important that you estimate your results based on your business data to understand whether or not this online media action is viable. Check out my post at this link and learn how to estimate results and have a greater chance of getting your plan approved.

36% of web traffic is fake
Even with the possibility of measuring practically everything regarding navigation, online media must always be questioned.

Did you know that 36% of web traffic is fake ? Yes, that's right! According to the Interactive Advertising Bureau (IAB), in this article , robots generate impressions and clicks without even impacting a single person, meaning that more than a third of the amount invested in online campaigns is basically being thrown away. It's sad, but it's a global reality.

Inconsistency in data
Facebook itself, in September 2016, acknowledged that it had made a mistake by overestimating the average time people spent watching video ads by up to 80%. After that, in November of the same year, the social network announced an update to its metrics tool, seeking to establish greater reliability in relation to data and reports.