Tips For SSPs and DSPs To Prepare For The Future Of Programmatic OTT

OTT industry is prepping for improvements as it’s gaining popularity since improvements will need to be finished before advertisers and publishers can taste the programmatic success. As OTT subscription revenues are expected to reach $19.9 billion by 2024 in Asia-Pacific, DSPs and SSPs will need to work in cohesion to help make negotiation on OTT easier for sellers and buyers the programmatic way. 

DSPs

It’s imperative for DSPs to make considerable investments to realize the promise of programmatic TV in a true sense. Even now, so many DSPs do not have a mechanism to perform a programmatic strategy across multiple impressions lesser than a multi-hour viewing session. Going ahead, solving this issue will be crucial to attaining programmatic success. 

Utilizing the most direct and cost-effective way to supply available will make sure DSPs are prepared to aid buyers, as well as sellers, capitalize on the growing opportunities brought forward by programmatic OTT while fabricating positive experiences for a progressing segment of TV consumers. 

As buyers and sellers ask for solutions for competitive separation and frequency capping, bidders won’t treat each slot in an ad pod or user session independently. They should consider how one bid will create an impact on the next and alter their strategies accordingly. Forward-thinking organizations will depend on DSPs to create novel open RTB signals that better communicate ad pod information. 

In this new environment of TV, publishers will expect to request multiple ad pods in advance for both, user experience reasons as well as technical limitations. Consequently, DSPs may get huge bid requests having dozens of ad slots and potentially many deals. If they’re not able to process such huge requests, they tend to miss out on the whole stream worth of premium ad inventory. 

As the advancements in the programmatic ecosystem, the partnership is important to the future of OTT. To deliver the evolving expectations of buyers and sellers, DSPs must be running programmatic OTT tests with preferred partners to surface issues and collaborating with partners to develop open RTB signals which will identify and optimize long-form video inventory. 

SSPs

To maximize the potential of OTT for publishers, SSPs need to provide long-term revenue optimization solutions. This includes providing the technical foundation in order to attain a viewer-driven strategy, resources for TV as well as digital and innovation. Such qualities of the SSP can deliver the tools and insights publishers require to optimize monetization in the long run. 

The quick proliferation of content platforms means that SSPs need to help publishers maximize the value of viewers. Programmatic OTT is to stick to the lifetime value of their viewers is what is expected by the advertisers. Focusing on viewer-driven experience will give an edge over viewers and advertisers since this experience becomes standard.

In order to support the growing shift to streaming TV, many new OTT-centric programmatic platforms have started to develop, and as TV and digital buying coverage, advertisers will need to buy at scale across various different platforms. This also means that SSPs should help publishers direct TV as well as digital.

As publishers try to win their share of the OTT market, many of them are finding themselves being stuck with legacy partners who look more interested in maintaining the status quo rather than supporting innovations. SSPs must prove that they prioritize solving for immediate interoperability with eyes on the future of OTT. 

The OTT programmatic technology is rapidly evolving as the demand grows and more standards develop to help advertisers understand the ROI of their investments. In order to protect publisher revenue in the long-term, SSPs should prioritize a viewer-first approach, align with DSPs to make sure a positive end-to-end experience, and assure staying power and desire to interrupt the status quo.

Source: The Drum