A reseller can use Reach Extension to traffic inventory from owners. In other words, it allows publishers to use resellers to sell more inventory to buyers. Reach Extension connects resellers to publishers' inventory, allowing the reseller to market the publisher's inventory to the reseller's roster of advertisers.
Reach Extension includes these features:
Owners can delegate inventory for resellers with direct flights and Programmatic Guaranteed deals.
Resellers can use contracts to access owner inventory.
Resellers and owners can use Triton Metrics for reporting on the reselling.
TAP Affidavits can ensure accurate accounting for both parties for impressions gained through Reach Extension.
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How to use Reach Extension
To use Reach Extension, you work with these TAP features.
Contracts
Resellers have access to a Contracts section in TAP, where they can create and manage their contracts.
Owners have access to a Contracts section in TAP, where they can see and review the contracts created by resellers.
Organizations
Resellers exist within New TAP as organizations. Owners connect to the reseller organization by creating an advertiser based on the reseller organization.
Advertisers
Owners create a Reseller advertiser for each reseller that they contract with for Reach Extension. A reseller advertiser differs from a standard advertiser in that:
No industry is specified, so there are no Competitive separation settings for Reseller advertisers. The industry comes from the reseller's advertiser.
There is no Currency setting for reseller advertisers, as the revenue comes from the contract.
Campaigns
Owners create campaigns using the reseller advertiser as the campaign's advertiser.
Flights
Owners create flights in the campaigns for reselling. When a flight is linked to a reseller advertiser, the only flight type available is reselling. Most other reselling flight details are the same as for regular flights except:
In the flight’s content targeting rule, the owner must target a Reseller contract.
Instead of choosing creative for the flight, the owner chooses a contract. As with creative, the owner must save the flight first, then assign a contract to it.
CPM is the only available pricing model. There are no CPS flights for Reach Extension.
To create many flights that target the same reseller contracts, you can create a targeting template with a content targeting rule for Reach Extension. For details, see Targeting Templates.
Reach Extension in Metrics and Reporting
Reach Extension opens two new revenue channels: Resold and Contracted. You can see these channels in Triton Metrics.
TAP Explore
To see metrics on Reach Extension, use the Reach Extension report type in TAP Explore. It includes metrics specifically developed to give both Owners and Resellers key information about Reach Extension:
Reseller Impressions
Inventory Owner Revenue
Average CPM (optional)
Media Cost (optional)
Reach Extension reports are split across these dimensions:
Reseller Contract Name
Reseller Name
Inventory Owner Name
Contract Margin Model (optional)
Reseller Advertiser (ID) (optional)
Reseller Advertiser IAB Code (optional)
Reseller Advertiser Name (optional)
Revenue Channel
Affidavits
An owner or reseller can run Affidavits for their own campaigns. Resellers can see the owner's stations that delivered their campaigns.
Forecasting
Resellers can see the inventory that a Triton inventory owner has made available through Reach Extension. For details, see Forecasting for Reach Extension.