Programmatic advertising’s open auctions are not only a way for publishers to outsource the ad sales but get leads on new clients. However, converting programmatic advertisers into direct sales prospects can be time-consuming.

Accuweather typically receives the names of the advertisers buying its inventory from eight different supply-side platforms that the publisher uses to automate its ad sales. However advertisers’ names can vary from one SSP to another. Google’s SSP might list “Procter and Gamble,” whereas Index Exchange might stick with “P&G.” Accuweather’s sales team — or more likely an intern or independent contractor — has to comb through these lists and reconcile the SSPs’ various advertiser naming conventions.

  • LinkedIn Icon