Publishers and advertisers are often dissatisfied with their existing media buying relationship. Advertisers fear they're not reaching their intended audience due to the uncertainty of where their ads run on exchanges. Publishers don't receive fair market value for their inventory. In between the two is a growing pool of intermediaries whose existence is creating increased separation between advertisers and publishers. A new way of approaching yield management may be what it takes to break down the barrier between buyers and sellers and relieve the pervasive angst between both parties. Let's consider the advantages of an ecosystem without tiered inventory:
To date, the majority of intermediaries that have joined the digital ecosystem lack this sort of automation and have only increased the complexity of the sales process, creating layers of confusion and disintermediation as well as more phone calls, involving more people and communications. This is compounded with the fact that in today's market, online publishers are struggling with dropping margins, pricing pressures, and content dilution, finding it increasingly difficult to continue to create quality content through advertising revenue. Each one of these hurdles can be attributed at some level to the increasing separation of publishers from advertisers and agencies. Over time, industry intermediaries are increasingly encroaching on the once direct relationship between advertisers and publishers. Rarely has an intermediary simplified the buying/selling process. Eliminating inventory tiers and implementing an automated sales process can recreate the more direct relationship that has been lost between advertisers and publishers.
Publishers need technology that can maximize revenue from all of their ad inventory; forecast what and to whom to sell to; enable the buy and sell sides to work together to ensure greater transparency in inventory and pricing data; and most importantly, remove intermediaries so that publishers can maintain a direct relationship with advertisers and agencies. Moving away from a tiered inventory structure through leveraging advanced technology will help address many of these problems.
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Nicolle Pangis, executive vice president, product management global media and technology, is responsible for the overall health and growth of 24/7 Real Media's global media and technology businesses. Ms. Pangis works directly with 24/7 Real Media's global team and partners to develop the overall product lines and strategic direction of the two divisions.
Ms. Pangis began her career at 24/7 Real Media in an affiliate relations role and later moved to account executive position. From 2001-2005, Ms. Pangis was employed by Cadent, Inc. as director of Northeastern operations, responsible for all new business in the Northeast region. Ms. Pangis returned to 24/7 Real Media in 2005, and worked briefly as an account executive, before being promoted to the role of director of strategic initiatives, North America, responsible for streamlining operations and workflow in the North American region.
Immediately prior to her current role, Ms. Pangis worked as the director of global deployment and business integration, responsible for all global projects and coordination of joint venture expansions, mainly in Asia. Ms. Pangis coordinated the opening of DTSI, a joint venture between 24/7 Real Media and Dentsu, one of the largest advertising agencies in Asia.
Ms. Pangis holds a Bachelor of Science in Communication from Boston University and an MBA in Strategic Management and Marketing from Rutgers Business School.
March 19, 2014