Publishers that have traditionally segmented their premium and non-premium ad inventory are missing high-value opportunities that can be captured with better header integration.

Intermarkets, whose portfolio of digital publishers includes Drudge Report, embraces this approach as it gears up for what should be a year of “unprecedented levels” of political advertising spend, according to Erik Requidan, VP, Sales & Programmatic Strategy.

“Our header integrations are a way to create unified view of our inventory for our buy-side partners to understand,” says Requidan. “The way a lot of publishers had structured themselves was to say, ‘Premium goes this way and non premium goes that way.’ The reality is there is a lot of lost opportunity there.”

The result is a better way to bring traditional premium deals “and to automate and really understand that those high value opportunities exist on almost every single transaction,” Requidan says.

Intermarkets sees political advertisers as no different in their goals than marketers of any particular stripe.

“There’s a lot of other sites that want to manage the political process and capitalize on premiums by creating very aggressive pricing and control a lot of the executions in very specific ways,” says Requidan. “The way political buyers want to buy is no different from a brand advertiser and no different from anybody else who wants to be able to find what they want to find, run their data sets against it and pay you a premium.”

This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.

Programmatic in 2016, a series presented by OpenX