This article is about Direct IO (insertion order) technology for advertising operations. It is not about Direct I/O for direct memory access in computer hardware.
A Direct IO 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.
How it Works (in brief)
The publisher and advertiser (or agency) agree to the deal’s terms and sign a contract.
Once the contract is signed, 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/agency.
Advertiser/agency pays the publisher.
Why it Works
For advertisers:
Provides a guaranteed brand presence on valued content (and by extension, valuded 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 smaller advertisers (local retailers, SMB, schools, etc.).
Can provide tight granuarity 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’s Inventory Availability forecasting tool. It is used by the publisher to determine their advertising inventory and what is available to sell.
Campaign management:
TAP is used to enter, 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 customise impressions and related reports with various filters and dimensions. TAP Explore report setups can be saved and scheduled.
Campaign creatives report: This report provides deeper insight into creative performance such as reach, frequency, LTR (Listen Through Rate), and more.