Exploring Curated Deals
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Curated deals, or private marketplace (PMP) advertising, offer a targeted and exclusive approach within the ad:personam Data Marketplace. This feature allows select advertisers to access premium inventory from high-caliber publishers through an invite-only auction.
How Do Curated Deals Work?
Curated deals function above the open exchange in the programmatic media buying ecosystem. Each auction has specific parameters for price and access set by the publisher. Advertisers bid on this inventory using a cost-per-mille (CPM) model, which enables precise targeting of specific audiences or content that aligns with campaign goals. The programmatic nature of curated deals streamlines the process, eliminating the need for manual negotiations between advertisers and publishers.
Benefits of Using Curated Deals
Enhanced Brand Safety: Advertisers gain control over ad placements, significantly reducing the risk of appearing next to unsuitable content.
Access to Premium Inventory: Curated deals provide a variety of formats, including display, video, audio, native, and connected TV, all within pre-negotiated deals managed 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
Curated deal types are categorized to accommodate diverse advertising strategies:
Single Publisher: Exclusive access to inventory from a specific publisher, allowing targeted advertising within a reputable domain.
Run of Network: Aggregates inventory across multiple publishers, providing broad reach within a network of quality sites.
Content Categories: Sources premium inventory from multiple publishers within specific categories, enabling targeted advertising in niche sectors.
Understanding CPM Guidance
In the curated deals marketplace view, the CPM (cost per mille) reflects bid guidance shared by the publisher. This information helps advertisers make competitive bids to secure the desired inventory effectively.
How to Target with Curated Deals
To effectively integrate curated deals into your advertising campaigns, follow these steps:
Select the Appropriate Template: In ad:personam's DSP platform, choose either the Smart Template CTV or the Video PMP template, designed for curated deals to ensure a seamless setup.
Explore and Select Curated Deals: Navigate the data marketplace to discover available curated deals, arranged by the Microsoft team at Xandr, spanning various publishers and content categories.
Initiate Your Campaign with Selected Deals: Once you've selected your curated deals, launch your campaign. The advanced targeting capabilities of ad:personam will ensure your ads are placed in the most relevant settings.
Curated deals in ad:personam's Data Marketplace provide a strategic advantage for advertisers aiming for precision, brand safety, and quality in programmatic buying efforts. With insights into deal types and CPM guidance, advertisers can navigate the marketplace confidently, leveraging the unique benefits that curated deals offer.