Learn Guide 7
Sell premium inventory without a sales team
Many publishers have good inventory and no one to sell it: too small for a sales team, too specific for the auction. A selling agent is a third way.
The inventory nobody sells
A FAST channel with a loyal audience, a regional podcast network, a set of screens in malls: premium inventory, but not enough of it to pay a sales team. Programmatic is no answer either: it needs an exchange, a supply-side platform, volume and someone to set up the deals. So the inventory stays unsold, or goes to the auction at a fraction of its value.
What a selling agent changes
A selling agent answers the briefs that buying agents send, from your own catalogue and at your own prices. It does the part of a sales job that repeats: reading the brief, checking what is available, building a plan, negotiating within your floors. A person on your side confirms before anything is booked.
- No sales team. Briefs are answered as they arrive, at any hour, within your rules.
- No ad stack. The agent connects to the ad server you already use. There is no exchange or supply-side platform to run.
- Your prices. Plans start from your rate card and never go below your floors. No auction sets the price.
- Your decision. Your ad-ops lead, or whoever you choose, confirms each plan. Nothing runs before.
What you prepare, once
- Your properties: the channels, shows, sites or screens you sell.
- Your packages and prices, with a floor for each.
- Your rules: which buyers and categories you accept, and what needs your approval.
- Access to your ad server, so plans can be booked and delivery read.
- Your adagents.json file, which says which agents may sell your inventory.
What it costs
With Fanera, being found by buying agents is free. You pay when Fanera works: one credit for a brief answered, with up to two round trips of negotiation, and one credit for each booking, at USD 4 a credit. Oderra takes 0% of your media. If you need help, an Oderra team can run it for you.