The Complete Package: Bridging Managed and Programmatic with Inventory Packages
As more brands and agencies increasingly purchase media programmatically, they are looking for ways to leverage what’s worked for them in IO-based buys in this new environment. Taking advantage of an inventory package that mirrors the targeting parameters that they are used to is a simple way for those new to programmatic buying to get started.
By bundling inventory into a package, marketers and their DSPs can easily identify and bid on supply that meets predetermined criteria. Whether it’s hard to identify inventory like LDA-compliant apps and sites, or properties that skew toward specific audiences like Hispanic or African American, packages on the Millennial Media Exchange enable buyers to easily target the most relevant supply for them.
I’m pleased to announce that Millennial Media has several new “always on” packages available to all buyers accessing our exchange. Accessed using DealID, these packages are organized in ways that make mobile simple for our advertiser partners.
You can explore all of our packages here, but let me give a few examples of how they work. We’ve categorized them into four types of packages: contextual, performance, rules & regulations and video.
Our contextual packages contain a variety of mobile apps and sites that skew toward specific audiences or interests. For example, marketers looking to reach the lucrative market of parents — particularly mothers who often control household spending — our Moms & Parenting package offers an easy way to connect with your target audience.
Want to reach consumers interested in sports, travel, or autos? We’ve got a package for that. Packages are also available that target apps and sites frequented by specific demographic groups.
Marketers wanting to reach specific performance targets should consider a performance package. We’ve already bundled top-performing apps and sites based on CTR (high) and eCPC (low). For marketers that have their own list of top performers, we can create a custom package just for you so you can easily identify the inventory that you know performs.
Rules & Regulations Packages
Check out our Rules & Regulations packages when you need to make sure your campaign runs within specified guidelines. Must run on LDA-compliant apps and sites? Consider our 21+ Package to make sure you play by the rules.
Consumers are 5 times more likely to engage with mobile video ads than standard banners. Check out one of these packages if you’re looking for brand-safe, high-completion or pre-roll mobile video. Additionally, your DSP can overlay these packages with even more data (like location) to make a campaign even more focused on the right audience. Your DSP must be integrated with OpenRTB v2.2 (or higher) and supporting deal ids to access these packages, which include inventory from numerous mobile apps and sites, including:
You can explore all of the packages on your own, or you can also reach out to us directly to learn more. Want a custom package? Let us know and we can create a unique private package based on your specific requirements, including first-look access, fixed-price CPM and more.
I look forward to speaking with you about how Millennial Media can make mobile simple for you.
More from Graham Howarth
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.