Publishers’ growth in programmatic revenue is outpacing traditional direct sales for desktop and mobile across display and video advertising. New technologies like “programmatic guaranteed” are further blurring the lines between direct and programmatic channels.

A new study by The Boston Consulting Group, commissioned by Google, found that despite this trend, many publishers are failing to appropriately capitalize on the programmatic opportunity. For example, the study found that less than 25 percent of programmatic team time is spent on value-creating activities, causing publishers to miss out on significant revenues.

The study also closely analyzed the operations of those publishers that consistently outperform their peers in terms of value creation and efficiency, and arrived at best practices and approaches other publishers can follow to achieve similar success. Using simpler ad tech stack configurations, best in class publishers were on average 30% more efficient, had up to 24% higher CPMs, and delivered 10% more impressions otherwise lost to discrepancies.

Head over to to read the full study.

Posted by Yamini Gupta
Product Marketing, DoubleClick