Programmatic Ad-Buying Is Now Available for Social Influencers

The market is slowly becoming standardized

The trends, they are a-changin'. No longer will advertisers, brands or social influencers have to struggle for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms, like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process a lot more simple.

"The social influencer market is basically in the Wild West stage," said Seth Kean, the CEO of ROI Influencer Media, to Adweek. "It reminds me of before video, digital or mobile advertising became standardized. This is the beginning of influencer marketing becoming standardized."

What does that mean for digital ad buyers?

Ease, for starters.

Now when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

"For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically," said Jay Sampson, Rubicon Project's head of strategic partnerships.

This will create a balance between customizing and standardizing this new media landscape, said Kean. By giving access to ROI's 10,000 influencers (including Lauren Bushnell, Keegan Allen and Mike Conley), brands can include a much more direct version of programmatic ads into their media mix. And the influencers have just as much say in the deals as before; if it's not a perfect fit for their personal brand, they can absolutely negotiate the deal or outright turn it down.

Programmatic ads will follow a CPM model, ensuring brands are purchasing only guaranteed viewable impressions.

"Our partnership with ROI Influencer Media is a perfect example of how publishers are leveraging programmatic solutions across new inventory channels such as social media influencers' sites and walls," said PubMatic's vp of publisher development, Michael Adair.

According to Kean, ad-spending forecasts show more buyers leaning toward programmatic-direct over the next 36 months.

"Our premium inventory allows agencies to see everything in an organized way and allows influencers to still control their feeds," said Kean.

For example, Mike Rowe, whom you might know from Discovery Channel's Dirty Jobs, reaches more than 5 million people between his podcast and social media presence. And he doesn't take that lightly.

"I know my audience extremely well, and there's never an upside to speaking to them in a way that's not authentic and completely transparent," said Rowe. "Digital has allowed me, in a way that broadcast has not, to reinvigorate short-form storytelling."

"I look for advertisers who appreciate the format," said Rowe. "Then, with great respect, I ask them to trust me."