The process of buying and selling ads used to take a few days or weeks to complete. Publishers had to undergo the long and laborious process of signing contracts, issuing manual insertion orders, and scheduling in-person meetings. Now, with the help of demand partners, securing ads for your digital space can be done conveniently and almost instantaneously.
What is a Demand Partner?
If you’re new in the advertising scene, the term ‘Demand Partner’ might sound foreign. Simply put, a demand partner is anyone supplying advertisements to a publisher’s ad inventory. The inventory could either be on their website or a mobile app.
While there’s no shortage of demand partners competing for your slots, there’s only so many ads that you can host on your platform. With that in mind, how do you find partners who could maximize your space; and help drive more traffic and revenue to your website or app?
To make things easier for you, we’ve listed down a few helpful tips to consider when choosing a demand partner:
Word of Mouth
With ad slots being filled out left and right, the competition can be tough. Ideally, you’d want a partner with a proven track record. But with every potential partner trying to one up other players and claiming that they are the leaders in the industry, deciding who to pick can be tricky. If you want to single out the best of the best, there’s nothing that the good old word-of-mouth method can’t fix.
There are a few ways you can go about this, the easiest being asking the opinion of friends or colleagues from the industry. They can provide you with truthful and valuable insights of their experience with a particular partner. If you’re new to the industry and haven’t established connections yet, turn to authorities on the internet. Seek recommendations from online forums, blogs, or reach out to successful publishers via email or direct messaging.
Ask the Right Questions
Finding a demand partner who is honest, transparent, and follows best practices shouldn’t be an afterthought. Once you’ve listed down a good number of partners, narrow it down even more by asking the following questions:
- What are their payment terms? If you want to make updates or improvements on your website or app, you’d need ad revenue to do so. Choose partners who can guarantee payment within a 15- to 30-day period. This will ensure that you have enough budget to implement future changes on your site.
- What data can they provide? A partner should be able to provide rich insights on how certain ads are performing on your platform. This will help you gauge whether current monetization and content strategies are effective or needs revising.
- Can they provide a diverse portfolio? Look at their previous or current clientele. Are they now successful in their category and do they generate revenue? If the answer to both is yes, then you’re on the right track.
As a publisher, user experience should be your top priority and a partner should be able to respect that. Any content that they pitch to you should follow Federal Trade Commission guidelines on clear labeling and other advertising best practices.
Connect with a Reputable Demand Partner
Aniview hosts a video ad marketplace where publishers can connect with vetted advertisers and agencies from around the world. Schedule an appointment today by filling out our online form.