Mike Petrella
Title: Director of Publisher Services Delivery
Areas of expertise: Inventory yield optimization and management
How long have you worked at Advertising.com?
I’ve been with Advertising.com over ten years, since it was originally called Technosurf. I started on Feb 2, 1999 as the company’s first employee, working out of a townhouse in Towson, MD.
I’ve spent a third of my life working on the inventory side of the business. My roles have included account management, market trend analysis, business plan development, and management of our publisher-specific operations. Most recently, I’ve devoted a significant amount of time to understanding the various media buying options available in today’s market – including real time bidding, inventory management companies, audience behaviors and much more. I live and breathe yield management and optimization. If new methods are out there, I want to learn about them and find ways to incorporate them into the suite of solutions that make Advertising.com the most efficient, effective and innovative partner.
What is the most common question you hear from publishers?
You’re still there?
Where do you see display advertising in five years?
I think companies will use much more data, as well as more audience-specific targeting. The market is cluttered with messages of who can provide what solution, whether or not the solution is proprietary or a commodity, and frankly, who can put on the best dog and pony show.
Advertisers and publishers want results. They want transparency on how companies are going to produce those results and they want less clutter. The companies that can provide the best, most efficient, and effective solutions will be the ones that succeed and stick around for many years to come.
What are the most common mistakes publishers make when managing their inventory?
Don’t lose focus on the potential of your inventory. Keep a strong focus on the possibilities that come with strategic partnerships so you can do more than simply buy/sell impressions. There is an opportunity cost associated with turning inventory purchasing into a black and white process – there is far more color out there. Don’t follow the most recent trend or fad; go with the industry experts who have the foundational knowledge, expertise, resources and desire to engage in a mutually beneficial and profitable partnership. Work with a partner who has a solid track record and can provide premium rates, advice to increase yield, cross-product opportunities and transparency.
Taking another view, one other “mistake” that I see is blocking too many campaigns. Blocks limit spend. Advertising.com is working with thousands of advertisers running tens of thousands of creatives – providing a huge opportunity to generate the greatest earnings on your inventory. While some publishers are concerned that removing ad blocks will hinder their direct sales efforts, the chances of a campaign from our network impacting a direct relationship or the sales pitch is minimal at best.
If you could give one piece of advice to publishers, what would it be?
My advice: Retain control of your inventory and focus on the possibilities, not the current state. Partner with companies that are flexible enough to meet your needs and work on a consultative basis to maximize yield.
What problems keep you up at night?
Clutter. Both on the publisher and advertiser side. Everyone is pitching a similar story, just with a slightly different spin. Stick with the experts and work with companies that turn ideas into beneficial solutions. Our team has the knowledge, the relationships, and the expertise to deliver the greatest results the right way.
What are you working on right now?
Ensuring our display network continues to be the most efficient and effective delivery vehicle for any publisher and advertiser. I can’t tell you how I’m doing it; that’s for me to know and you to find out.
Name one fact about you that surprises most people.
I have two degrees of separation from Bruce Springsteen, BB King, Carlos Santana, Phil Lesh and Kid Rock.
Learn more about how Advertising.com can help publishers here.
