Exploring Curated Deals
Curated deals, or private marketplace (PMP) advertising, represent a targeted and exclusive approach within the ad:personam data marketplace.
Ciro Scognamiglio
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Within ad:personam's Data Marketplace, Curated Deals provide an exclusive bidding environment where select advertisers gain access to premium inventory from high-caliber publishers. This process is facilitated through an invite-only auction, utilizing deal IDs to bridge the demand-side platform (DSP) with publishers' supply-side platforms (SSPs).
How Do Curated Deals Work?
Curated Deals operate just above the open exchange in the programmatic media buying ecosystem, with each auction maintaining specific parameters for price and access as set by the publisher. Advertisers bid on this inventory using a cost-per-mille (CPM) model, enabling them to target specific audiences or content that aligns with their campaign goals. The efficiency of Curated Deals lies in their programmatic nature, eliminating the need for manual negotiations between advertisers and publishers.
Benefits of Using Curated Deals
Enhanced Brand Safety: Gain control over where your ads are placed, significantly reducing the risk of appearing next to unsuitable content.
Access to Premium Inventory: Enjoy access to a variety of formats including display, video, audio, native, and connected TV, all within ad:personam's pre-negotiated deals, meticulously packaged by the Microsoft team at Xandr.
Informed Decision Making: With more data available through deal IDs, advertisers can optimize their messaging, placements, and formats for maximum impact.
Deal Types Explained
In the data marketplace, curated deal types are categorized to accommodate diverse advertising strategies:
- Single Publisher: Offers exclusive access to inventory from a specific publisher, allowing targeted advertising within a single, reputable domain.
- Run of Network: Aggregates inventory across multiple publishers, providing a broad reach within a network of quality sites.
- Content Categories: Sources premium inventory from multiple publishers within specific categories, like Travel, enabling targeted advertising in niche sectors.
Understanding CPM Guidance
Within the curated deals data marketplace view, the CPM (cost per mille) reflects bid guidance shared by the publisher. This information aids advertisers in making competitive bids, ensuring they can secure the desired inventory effectively.
How to Target with Curated Deals
To integrate curated deals into your advertising campaigns effectively, follow these steps:
- Select the Appropriate Template: In ad:personam's DSP platform, opt for either the Smart Template CTV or the Video PMP template, tailored to suit your campaign's focus area. These templates are specifically designed to facilitate the use of curated deals, ensuring a seamless setup process.
- Explore and Select Curated Deals: Navigate through ad:personam's data marketplace to discover the array of curated deals available. These deals, arranged by the Microsoft team at Xandr, span various publishers and content categories, allowing you to select inventory that aligns perfectly with your campaign objectives.
- Initiate Your Campaign with Selected Deals: With your curated deals selected, proceed to launch your campaign. The advanced targeting capabilities provided by ad:personam guarantee that your ads are placed in the most relevant and impactful settings, enhancing the overall effectiveness of your campaign.
Curated deals in ad:personam's data marketplace offer a strategic advantage for advertisers aiming for precision, brand safety, and quality in their programmatic buying efforts. With the added insight of deal types and CPM guidance, advertisers can navigate the marketplace with confidence, leveraging the unique benefits curated deals provide.