Learn Guide 10
Buy premium publishers that are not on the exchanges
A large share of premium media is never offered in the auction. Buyers who only buy programmatically never see it.
Where it is
Regional streaming channels, FAST channels, podcast networks, screens in malls and transit, specialist sites with loyal readers. Many of these publishers have no supply-side platform, or keep their best inventory out of the auction to protect its price. They sell direct, when they have a sales team, or not at all.
Why buyers miss it
- It is not in the bid stream. A buying platform only sees what exchanges offer.
- Direct does not scale. One publisher means one negotiation, one order, one report.
- Nobody answers. Small publishers often have no one to reply to a brief in time.
How a buying agent reaches it
A buying agent sends one brief to every selling agent that matches it, on every channel. Publishers that run a selling agent answer with plans from their own packages and prices, even without a sales team or an exchange. The plans come back in the same columns, so they can be compared line by line. You confirm what runs, within your budget and guardrails.
What you prepare
- Your advertisers, each with its own budget, markets and exclusions.
- Your guardrails: CPM ceilings, what needs your approval.
- A brief: objectives, markets, dates, budget.
With Skopa, sending briefs and comparing proposals is free. You pay one credit, USD 4, for each publisher you book. Oderra takes 0% of your budget.