A comprehensive approach to understanding buyer behaviorAs digital advertising evolves, advertisers continue to increase their investment in programmatic buying.

However, those teams that base their pricing decisions on a limited view miss critical insights into buyer behavior.The importance of this is highlighted in a study from the Boston Consulting Group.

While they found that fewer than 25 percent of publishers regularly translate advertiser data analysis into sales initiatives, those that did were better able to understand how and why advertisers buy and value different inventory, leading to higher yield and additional revenue.

One publisher they studied makes an average of one extra sale per week from analyzing advertiser data and up-selling based on the results.

Analyzing spend across SSPs, over time and across different channels will help you optimize your programmatic yield:Analyse buyer spend across SSPsEach advertiser is likely to have different names across various SSPs.

Take Acme Corp, for example:With manual reporting, it’s very challenging to aggregate and analyze data across these naming conventions.