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How to Sell More Ads with a Data Management Platform (DMP)

July 8, 2018

As any sales person knows, the goal is always to sell MORE. No matter what you are selling, your business’s bottom line, and possibly your commission, are impacted by the amount you can sell. Data Management Platforms (DMPs) like Lotame give publishers the ability to sell more ads, create new ad products and even charge higher CPMs. How exactly can this be achieved?

First, you need to understand the basics of what a data management platform is, and what it does. Lotame’s Data Management Platform (DMP) centralizes data from any sources, including online, offline, mobile, search, social, CRM, POS, campaigns, and beyond. Once that data is collected and organized, the DMP offers deep audience insights about your consumers, and makes this data actionable for audience targeted advertising and beyond.

A DMP not only enables smarter marketing across any device or screen, but also allows publishers to earn higher CPMs by targeting valuable audience segments and improving campaign performance. You can use lookalike modeling to grow your prospective target audience, send them relevant messaging based on which audience they fall into, personalize the content they see to increase pageviews, and much more.

But, if we’re just focusing on selling ads, here are a few specific ways to help you get started selling more ads with a DMP:

  • Include a targeted audience component with proposals to win more RFPs. Give the marketer the ability to reach exactly who they want to reach, with no ad waste.
  • Sell smarter using audience insights on your first-party data, by understanding the interests, actions, demographics, and locations of your consumers to be able to find more of the same. Don’t rely on endemic advertising by selling your “sports fans” only on sports-related content. Extend and enrich your audience to increase the amount of engaged eyeballs you can get on each ad. 
  • Scale audiences using related attributes, behaviors and interests of your advertisers’ target. Again, the more prospective audience members you have, the higher your likelihood of campaign success. 
  • Win business from new advertisers (now that you have the audiences they want and the ability to build custom segments)
  • Respond to RFPs illustrating key audience profiles to help you WIN. 
  • Make your advertisers smarter (with audience insights and audience profile reports) to help deepen your relationships and win new and repeat business. Share new insights with the advertiser to become a partner, not just a salesperson. 

For more information on how Lotame’s data management platform can help you sell more media, contact us for a demo of the platform. We’d love to show you how our platform can help you sell more ads to make more money!

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Looking for more tips & tricks to succeed with a DMP? Check out our DMP Playbook for Publishers for a wealth of insights to help you increase the ROI from your audience data.