“That’s a phenomenon I’ve noticed more this year,” Sanchez said.
In those scenarios, his programmatic team serves as the product experts for programmatic and lead conversations about data, for example.
“Clients are looking for more than just media, and we have great data,” he added.
Rodale uses a data management platform to organize information about its readers, which it uses to sell products and for its advertisers.
“We have a significant direct marketing business, where we sell products, DVDs, coconut oil – everything across the board,” said COO Beth Buehler.
Because it sells products on its own ad space, it knows how certain ad placements perform and how to tweak its pages so ads “yield the higher value,” she said.
Because Rodale views programmatic as a way to feed its direct business, it’s halved the number of partners it works with over the past year. That decision reduced reporting burdens and page load times, which boosted revenue. Yield rose 50% year over year, and 15% so far this year.
Up next, Rodale is exploring header bidding. But because it often sells out its inventory, it wants to deploy it with a twist: Rodale is testing solutions with an “off” switch for periods where the tech would be pointless.