How advertisers use them and what publisher may do about them.
Back in June, I had the privilege of sitting on Joanna O’Connell’s panel at the Cynopsis Digital Big Monetization Summit in New York. A lively conversation ensued which revealed some of the friction between publishers and advertisers. On the one hand, publishers are represented by supply-side partners that are working to sell blocks of inventory at favorably negotiated prices. Advertisers, on the other hand, are represented by demand-side partners trying their best to cherry-pick impressions and acquire them at rock bottom prices. My post-conference thoughts reflected on the difference between the premium impressions we have become accustomed to and the new choice impressions.
Premium impressions come from premium publishers. They are, in fact, defined by the publisher that generates them. Choice impressions, in contrast, occur naturally and can be found anywhere.
Choice impressions are those where the confluence of audience, content, and creative conspire to produce advertiser value.
The impression is choice (as in the preferred cut of meat, or the best seats in the house), because it represents a highly qualified consumer who is currently engaged with content that is relevant to the brand’s message in the creative. Having caught the right... Read more