The Contoso Daily News newspaper is selling display ads on its website using the direct or guaranteed method of selling display advertising. Which statements describe this selling model?
Select all that apply.
- Clients can choose the specific context or location.
- Individual impressions are sold though real-time bidding.
- It is sold through an agreement, contact, or insetion order.
- Packages are pre-sold and guaranteed.
or
- Individual impressions are sold though real-time bidding.
- It is sold through an agreement, contact, or insetion order.
- Clients don’t manage their ad campaigns.
- Clients can choose the specific context or location of where their ads are placed.
Explanation: The correct statements that describe the direct or guaranteed method of selling display advertising, as applied by Contoso Daily News newspaper, are: Clients don’t manage their ad campaigns, Clients can choose the specific context or location of where their ads are placed, and It is sold through an agreement, contract, or insertion order. In this selling model, clients have limited involvement in managing their ad campaigns as the newspaper takes on the responsibility of ad placement and management. Clients have the opportunity to select the specific context or location where their ads will appear, allowing them to target their desired audience more effectively. Additionally, the sale of ad space is typically conducted through formal agreements, contracts, or insertion orders, providing both parties with clear terms and conditions regarding the advertising arrangement. Unlike the real-time bidding method where individual impressions are sold through automated auctions, the direct or guaranteed method offers a more controlled and predictable approach to selling display advertising, ensuring advertisers have greater control over their campaign placements and outcomes. Therefore, understanding the characteristics and processes associated with the direct or guaranteed method of selling display advertising is essential for advertisers and publishers alike to effectively collaborate and achieve their advertising objectives.