Until recently, when an advertiser offered to buy an AdUnit from a publisher using Coguan AdShare, the price was already fixed by the publisher. Now, Coguan offers the chance to negotiate that price, making the Marketplace a more dynamic tool.
Interaction between both parties
On occasions, the price of some AdUnits can chase away interested advertisers. Thus, they do not insert advertising on a web that can be of interest for that specific campaign. The publisher also loses the opportunity to insert advertising on his or her webpage that, although outside of the established budget, could prove to be profitable.
For these reasons, our IT team has created a tool with which the advertiser and the publisher can communicate and negotiate, privately, the price of inserting ads on the webpage.
How to negotiate
When an advertiser creates a campaign and selects different AdUnits, a button will appear on the right side of the page called ‘My selection’.
Under every selected AdUnit there is another button with ‘Make new offer’. By clicking on this link, a new window will appear from which the advertiser can specify the price he is willing to pay the publisher for his ad space.
By clicking ‘Accept’, the tool will send the new offer to the publisher who will then have to accept or reject the offer, or make a new counteroffer. Once the advertiser receives the reply, he too will have to accept, reject or counteroffer. This will continue until both parties accept the offer, in which case the campaign will begin immediately on the publisher’s AdUnit, or until one of the parties definitively rejects it.
