Meet Directopub
Directopub is a platform revolutionizing the relationship between publishers and advertisers. By allowing publishers to directly connect with advertisers of all types and sizes, they foster mutually beneficial connections that allow businesses to develop new revenue streams while keeping full control of their spend.
Fastener founder and CEO Jay Westlin sat down with Stephen Novenstern, Senior Sales Director at Bucksense, Inc., to talk about the benefits of the Directopub platform. Here’s what we learned.
Publishing has changed. So has advertising sales.
In the digital publishing ecosystem, everyone has a piece of media to sell — influencers, traditional content publishers, bloggers with native ad space — even businesses like movie theaters. Directopub makes use of this dynamic environment, allowing advertisers and publishers alike to leverage multiple channels and formats, from display ads to social media mentions.
Imagine 20 years ago, when a business’s sales team relied exclusively on ‘pounding the pavement’ and cold calling to secure revenue. Over time, email and social media have expanded that scope. Now, Directopub offers an entirely unique new way for sales teams to operate. “We have a number of publishers who’ve built a totally new business model with revenue streams in the millions of dollars,” says Novenstern. “This is more than improving yield by a few percentage points — it’s a brand new revenue stream you can give to your sales team.”
Small and mid-size businesses: The biggest untapped revenue opportunity
Small and mid-size businesses (SMBs) make up 99 percent of online businesses, but tend to spend their marketing dollars with Google, Facebook, Amazon, and other “self-serve” platforms. Since SMBs often don’t have budgets to try new channels, these middlemen are able to profit from a large margin of their spend. “We think publishers and media companies are missing a huge opportunity by not providing, or not being able to provide, a similar self-service platform,” says Novenstern. Directopub facilitates that platform, building relationships between publishers (or ad networks) and advertisers with a digitized rate card.
Scale spending with Directopub
Small business advertisers can use the Directopub platform to scale spending and partner with otherwise inaccessible publishers. “A small business can’t go to a major publisher and say ‘Hey, I’ve got $50 to try something out here’ — the publisher’s sales team is going to require a much higher minimum,” says Westlin. But that same small business can go to a large publisher with the Directopub platform available and spend their $50. “If they make money on that, then they can spend $500. They keep making money, and they can spend $5,000.”
Reduce friction between SMBs and publishers
Advertisers can use the Directopub platform to buy media directly from the source, with the same familiar social media and search controls they’re accustomed to using. This offers SMBs the flexibility and control advertisers need to optimize campaigns and drive growth. A frictionless media ecosystem allows advertisers, publishers, and businesses of all sizes to collaborate for increased sales and visibility.
How does it work?
Directopub creates results that meet and exceed business objectives by facilitating a unique type of ecommerce. “Imagine you were a brick and mortar store, and someone convinced you to make a website 10 years ago, that’s what we’re trying to do for ad sales now,” says Novenstern. “It’s a very specific type of ecommerce -- we’re like Magento for Media.”
So what does Directopub do? They help you scale, automate growth, and offer new revenue streams to make the most of your content. Check out these case studies to learn more about how the platform has benefitted companies like Digital Trends, Grindr, and Saltwire. Here are some key takeaways:
Launch new campaigns in under five minutes
Access multiple channels and formats, including display ads, promoted listings, social media, social posting, sponsored posts, video and CTV
Sell first-party audiences to connect advertisers with the right people at the right time
Create your own campaigns, or offer control to advertisers and agencies
Access 24/7 real-time reports
Integrate flawlessly with an existing ad stack
Visit Directopub to learn more about optimizing growth.