A Direct IO (insertion order) deal guarantees a specific number of impressions over a set time period at an agreed-upon rate. It is an effective way for both publishers and advertisers to benefit from the power of the Triton advertising platform.
This article is about Direct IO (insertion order) technology for advertising operations. It is not about direct I/O (input/output) for direct memory access in computer hardware.
How it Works
The publisher and advertiser (or the advertiser’s agency) agree to the deal’s terms and sign a contract.
The publisher’s advertising operations team (AdOps) enters the details into TAP.
The campaign runs.
At the end of the campaign, the publisher’s AdOps team provides delivery reports to the advertiser (or their agency).
The advertiser or agency pays the publisher.
Why it Works
For advertisers:
Provides a guaranteed brand presence on valued content to a valued audience, and premium placements.
Can provide tight granularity in targeting.
Facilitates sponsorships.
For publishers:
Providers higher CPM than standard insertion orders.
Ability to connect directly with small- to medium-sized advertisers, like local retailers, or schools, and so on.
Can provide tight granularity in targeting.
Better control over programmatic advertising in your content. If a publisher doesn’t like a product they simply don’t make a deal with that advertiser.
What Tools are Used
Forecasting
TAP Forecasting for inventory availability. Publishers can determine their advertising inventory and what is available to sell.
Campaign Management
TAP campaigns specify, monitor, and optimize the publisher’s digital audio campaigns.
Reporting
Affidavits: creates a static report at the publisher, advertiser, and campaign level. Affidavit report setups can be saved and scheduled.
TAP Explore: The query tool is used to customize impressions and related reports with various filters and dimensions. TAP Explore report setups can be saved and scheduled.
Campaign creatives report: provides deeper insight into creative performance such as reach, frequency, LTR (Listen Through Rate), and more.