Published April 2015
By Sarah Sluis, AdExchanger
The McClatchy Company’s programmatic strategy didn’t look good when it played second to direct sales. CPMs were low and block lists barred big advertisers.
With the support of McClatchy leadership, Tobias Bennett, the digital display revenue manager, removed block lists and implemented Google’s dynamic allocation tool, designed to let all impressions compete with each other.
“Rate wins regardless of channel for all cases,” Bennett said of the equal opportunity approach to sales.
It represented a big shift from the previous mindset, where “the opinion was that the only reason they weren’t buying with us directly was because they could get it cheaper somewhere else, and if you block them, they’ll come back and pay rate cards.”
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