B2B Publishers: Get a Crash Course in Programmatic

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Programmatic: It’s a word that sends shivers down the spines of many B2B sellers. But just hoping it passes you by isn’t an option—79 percent of B2B marketers expect to buy digital advertising programmatically in 2016, according to a new study from Connectiv and Kantar Media. 

Do you know the difference between an open auction, a private marketplace and programmatic direct? Do you know which one enables publishers to let advertisers buy highly targeted ads smoothly while preserving pricing levels and which one is a free-for-all that kills your CPMs?  

On Tuesday, Aug. 23 at 2pm ET, The Connectiv/Kantar Media Boot Camp on Programmatic Buying webcast gives publishers a crash course on programmatic, from what programmatic buying is (including the different types of programmatic sales) to how to protect ad dollars from buyers who just want to drive down price. We will cover,

  • What programmatic really means, including the different types of programmatic marketplaces.
  • What’s the opportunity for publishers? Programmatic doesn’t make sense for everyone, when is it right for you?
  • How to start having programmatic conversation with advertisers. Whether you want to offer programmatic solutions or show advertisers why it’s not the best option, this webcast will show you how to manage customers.

The boot camp is free to all Connectiv and SIPA members. To register click here. Then join us for Part II at 2pm ET on Sept. 20, which looks at how publishers can start developing answers for programmatic, including the creation of private marketplaces that command a premium.

Matt Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.