A reseller can use Reach Extension to traffic direct flights and Programmatic Guaranteed deals for inventory that the reseller otherwise does not have access to. In other words, it allows publishers to sell their inventory to buyers via inventory resellers. Reach Extension connects inventory resellers to publishers' inventory, allowing the reseller to market the publisher's inventory to the reseller's roster of advertisers.
Reach Extension includes features in TAP that enable the resellers to access and market the publishers’ inventory. It also includes features in Triton Metrics, for both inventory owner and reseller, for reporting on the reselling. TAP Affidavits can ensure accurate accounting for both parties for impressions gained through Reach Extension.
Terminology
Owner: a publisher who owns the inventory that is being resold. Owners can be TAP users, or can be external publishers who do not use TAP. Unless otherwise indicated, this user guide’s refers to owners who are TAP publisher owners.
Reseller: An advertising network, sales house, or publisher who uses Reach Extension to sell inventory on behalf of other owners.
Contract: The link between the Owner's and Reseller's flights. When combined, it enables reselling of the Owner's inventory by the Reseller.
Buyer: The entity, usually an advertiser, that buys the inventory of the owner via the reseller.
How to use Reach Extension
To use Reach Extension, you work with these TAP features.
For details on using Reach Extension as an owner, see Reach Extension for Inventory Owners.
For details as a reseller, see Reach Extension for Inventory Resellers.
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. External owners do not have access to TAP.
Organizations
Resellers exist within New TAP as organizations. Owners connect to the reseller organization by creating an advertiser based on the reseller organization.
Advertisers
A new type of advertiser is available for Reach Extension: Reseller. 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 that are created for reselling. When a flight is linked to a reseller advertiser, the only flight type available is reselling. Most other flight details are the same as for regular flights except:
Owners must target a Reseller contract in their delegated flight.
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.
Reach Extension in Metrics and Reporting
Reach Extension opens two new revenue channels: Resold and Contracted. You can see these channels in Triton Metrics.
Forecasting in the Inventory Availability forecasting application includes features for Reach Extension.
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
For Resellers:
Forecasting will only account for the impressions recorded for a contract. Missed opportunities are not included in the calculation as the concept does not apply for reach extension contracts.
Forecasting for a contract will be accurate 28 days after the start date of the contract. This is the normal delay required for the forecasting engine to analyze the impressions patterns on the inventory.
For Owners:
Forecasts will be accurate immediately, because flights delegating to a contract reserve inventory.
Forecasting on inactive contracts has some limitations. For more information, see “Reseller Forecasting Limitations and Workarounds” in Reach Extension for Resellers.
For more information on forecasting, see Inventory Availability (Forecasting).