The term “Holistic Ad Serving” or the HAS in digital advertising is self-explanatory. It simply refers to unifying programmatic and direct sales methods under one processing system which aims to increase revenue recognition by maximum payouts.
The Holistic Ad Serving concept overcomes all the cons of other methods and adds to the pros as well. In other words, Holistic Ad Server eliminates the deficiency of other programmatic methods where direct campaigns take the highest priority to serve before non-guaranteed campaigns regardless of the payout of the direct sale. Holistic Ad Serving method tackles this challenge by making guaranteed/non-guaranteed campaigns prioritize according to the highest payout.
We have published an article earlier about Holistic Ad Serving Vs. other programmatic methods we recommend that you read first if you have not yet.
Holistic Ad Serving, on the other hand, might slightly cause a decline in the short term revenue. However, it gives publishers or their representatives the edge to negotiate higher payouts when striking deals with direct advertisers.
Holistic ad serving: best practices
When discussing Holistic Ad Serving method from a publisher point of view, it is very important to pay attention to the main two focal points this method covers. It is very important to understand that Holistic Ad Serving method in most cases end up letting non-guaranteed campaigns overshadow guaranteed or direct buys. The underlying reason for this situation lies within the range of RTB against flat payout and dynamic floor pricing. A publisher that has a good analytical mindset and tools, will be able to use such information to negotiate more competitive payouts from direct demand. In other words, the publisher will be able to raise the competition for the desired impression in a specific niche.
Looking at this from a different perspective, publishers need to pay attention to direct advertisers as they aim to target the high-value impressions even if they do not express their desires explicitly. While non-guaranteed campaigns aim to do the same thing of buying high-value impressions at the same time direct buys attempt to do the same. This might result in a non-satisfactory outcome for the direct buys. This process is known as Cherrypicking.
In conclusion, it is always better, as a publisher, to have a Holistic Ad Serving SSP on your side that is partner focused and provides real time analysis in order to aid you to manage your yields.