“Should you don’t have the suitable performance and reporting, I’m not going to have the ability to retain patrons long run,” Kaplan mentioned of the exchanges he evaluates.
He closely weighs how effectively he can optimize offers throughout a marketing campaign. Many exchanges solely supply rudimentary capabilities for just a few classes, like viewability or video completion, whereas Xandr has extra strong optimization levers. And since he’s typically organising 5 offers a day, the consumer interface must be fast and simple.
The opposite cause why SHE Media is working extra with Xandr is its capability to herald distinctive demand, because of its demand-side platform Xandr Make investments, which dietary supplements SHE Media’s personal direct relationships.
And Xandr’s deep connections to patrons helps SHE Media market itself higher. The trade will talk what patrons are on the lookout for – like seasonal content material or tentpole occasions the place patrons are searching for stock, mentioned Kate Calabrese, VP of programmatic gross sales at SHE Media. Then SHE Media can develop packages that meet these wants. In the end, SHE Media’s focus isn’t simply on offers, however discovering methods to activate its first-party information and lean into its rising prowess in created area of interest packages the place the context and content material present the very best fishing floor for advertisers.