PubDirect consists of a suite of capabilities for direct and indirect sales that is designed to help publishers maximize the value of their digital assets. PubDirect delivers a transparent, granular view of the publisher's digital ad inventory business across sales channels, giving publishers control over both monetization strategy and execution.
PubDirect delivers advanced monetization tools and is comprised of several key functions:
Decision Manager. Decision Manager provides holistic decisioning and control capabilities, giving publishers control over pricing and allocation of ad inventory between direct and indirect channels in real time. By integrating with legacy ad serving platforms, Decision Manager allows impressions from direct inventory to be available for programmatic bidding without jeopardizing the publisher’s direct campaigns' guaranteed delivery obligations. Criteria such as on-schedule indicators, priority, price and other decision rules determine whether to make an impression available to a programmatic media buyer. Decision Manager also provides publishers with a single dashboard to understand their advertiser relationships across direct and indirect sales channels.
Direct sales consists of Programmatic Direct and Private Marketplace.
Programmatic Direct. Programmatic Direct provides publishers and media buyers with tools to significantly increase the efficiency of their direct sales relationships by automating the ad insertion order process. Through our user-friendly web interface, publishers and media buyers can implement new ad campaigns within minutes. Publishers can package and price inventory, propose deals to qualified media buyers, and close new deals with media buyers. Media buyers are able to review and select relevant publisher packages on the basis of publishers' context or audience attributes.
Private Marketplace. Private Marketplace provides publishers with the tools and controls they need to sell premium ad inventory to media buyers using Real Time Bidding technologies. Private Marketplace accommodates preferred relationships and guaranteed delivery execution. We enable digital publishers to package inventory for specific advertisers, and to package inventory on the basis of content category, audience data and targeting attributes (e.g., location, carrier, device, app, audience segment). These packages can be offered in proposals to media buyers or executed in a pre-negotiated manner. Our platform enables publishers to establish a 100-level deep customized priority structure for selling these packages to any number of buyers based on their defined rules and preferences.
Indirect Sales consists of Open Auction RTB and Spot Buys
Open Auction RTB. Open Auction RTB provides publishers with the ability to sell their ad inventory across any RTB-enabled buyer, typically a demand side platform, at the highest available rate in the market. We enrich each publisher impression with data and sell it in our RTB platform. Through the open auction RTB functionality, publishers see significantly higher eCPM or pricing than they do from traditional ad network transactions and media buyers are able to pinpoint the right inventory and audiences to fulfill their marketing campaigns in real time.
Spot Buys. Spot Buys provide publishers with the capability to sell their ad inventory to non-RTB enabled media buyers, such as traditional ad networks.
Inventory, Pricing and Packaging. Inventory, Pricing and Packaging consists of a set of capabilities that allow publishers to package and price their media and audiences intelligently. Publishers can understand advertiser bidding patterns, advertiser win and loss rates, and marketplace level insights in order to identify and package the right contextual or audience bundles at the right price. With Inventory Pricing and Packaging, publishers can leverage the voluminous data from RTB transactions to better inform their sales strategies.
Audience Management. Audience Management allows publishers to layer their own first-party audience data with third-party audience data to create custom audience packages for programmatic sale by publishers. Audience Management allows publishers to tailor their sales processes to audience segments targeted by multiple media buyers in real time. This capability allows publishers to tap into media buyer budgets that are committed to particular target audiences, to which they may previously not have had access.
Brand Protection Manager. Brand Protection Manager enables publishers to control the advertisements that will appear on their digital properties and ensure compliance with their brand standards. These tools allow publishers to: dynamically block specific advertisers, advertiser vertical categories, creative attributes and content standards; view and block unapproved cookie and pixel activity; monitor latency trends to prevent site interruption; help prevent malware from impacting consumers; and review each ad running on their sites. By utilizing Brand Protection Manager, publishers are able to ensure that the advertising on their web site is consistent with their brand and enhances the consumer experience.
Compliance. Compliance provides our enterprise clients with a robust set of capabilities designed to ensure enterprise level compliance with a variety of their internal and external risk mitigation protocols. Capabilities include access control to ensure customers' individual user accounts have limited read or write access and limited data visibility, an alert and activity logging framework, and audit trail access. External protocol risk mitigation provides compliance with the Network Advertising Initiative's, or NAI, opt-out management requirements as well as compliance with personal data collection restrictions under the Children's Online Privacy Protection Act, or COPPA.