Forward to: Programmatic Team

Programmatic Advertising
Workflows

Ten agent workflows for the programmatic team — yield optimization, brand safety monitoring, advertiser domain vetting, demand source intelligence, floor price optimization, audience segment enrichment, viewability scoring, contextual targeting enhancement, ad fraud detection, and programmatic partner evaluation — all powered by domain intelligence across 100M+ domains.

1Yield Optimization Intelligence

AI agent analyzes advertiser domain profiles to optimize CPM yields — matching high-value advertiser categories with AdvanceLocal content sections for maximum revenue per impression.

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Analyze Advertiser Category CPM Patterns
/pricing /products IAB Categories OpenPageRank Personas
YIELD OPTIMIZATION — ADVERTISER CPM ANALYSIS ══════════════════════════════════════════════════ ANALYZED: 12,400 advertiser domains bidding on AdvanceLocal inventory CPM BY ADVERTISER CATEGORY (IAB Classification): Advertiser Category Avg CPM Volume PageRank Avg Yield Score Legal Services $24.80 Low 5.8 94 Healthcare / Pharma $19.20 High 6.4 97 Financial Services $18.60 High 6.8 96 Automotive Dealers $14.20 High 4.2 85 Home Services $12.80 Medium 3.8 78 Travel / Tourism $11.40 Medium 5.2 76 Retail / E-commerce $8.20 High 4.6 62 Entertainment $6.80 Medium 5.0 54 OPTIMIZATION: Increase healthcare/legal/finance ad delivery on relevant content Current: Healthcare ads served on 12% of health content impressions Optimal: 45% — $340K annual revenue increase from yield optimization
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Generate Yield Optimization Rules
Company Signal
AdvanceLocal — Yield Gap: Healthcare advertisers pay $19.20 CPM but are only served on 12% of health content impressions. Domain intelligence categorization (IAB) can match advertiser categories to content categories with 94% accuracy. Implementing IAB-based yield optimization across all AdvanceLocal properties would increase blended CPM from $11.20 to $13.80 — a $340K annual revenue increase with zero additional traffic needed.
YIELD OPTIMIZATION — $340K annual revenue from better category matching

2Brand Safety Monitoring

AI agent continuously monitors advertiser domains for brand safety risks using web filtering categories, domain age analysis, and content classification — preventing unsafe or low-quality ads from appearing on AdvanceLocal properties.

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Scan Advertiser Domains for Safety Risks
/about /legal /products Web Filtering Categories Domain Ages OpenPageRank
BRAND SAFETY SCANNER — ACTIVE ADVERTISERS ══════════════════════════════════════════════════ SCANNED: 12,400 advertiser domains in programmatic demand FLAGGED: 234 domains with brand safety concerns HIGH-RISK ADVERTISER DOMAINS: quickloansnow247.com — BLOCK Web Filter: Potentially Deceptive | Domain Age: 2 months PageRank: 0.4 | /legal: No terms of service RISK: Predatory lending, new domain, no legal compliance miracle-supplement.net — BLOCK Web Filter: Health Claims/Unverified | Domain Age: 4 months PageRank: 0.8 | /products: Unsubstantiated health claims RISK: FDA non-compliant health product, potential liability cryptotradegenius.io — REVIEW Web Filter: Financial/Cryptocurrency | Domain Age: 8 months PageRank: 1.2 | /legal: Minimal disclosures RISK: Crypto trading platform, regulatory uncertainty BLOCKED: 89 domains auto-blocked | REVIEW: 145 domains pending manual review
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Implement Automated Brand Safety Rules
Company Signal
AdvanceLocal — Brand Safety: Domain intelligence auto-blocked 89 advertiser domains and flagged 145 for review. Auto-block rules: domain age under 3 months + PageRank under 1.0 + web filtering category "Deceptive/Suspicious." These rules prevent 98.4% of brand-unsafe ads while only blocking 0.3% of legitimate advertiser revenue. Brand safety incidents damage publisher reputation and reader trust — prevention is worth the minimal revenue loss.
BRAND SAFETY — 98.4% unsafe ad prevention with only 0.3% legitimate revenue impact

3Advertiser Domain Vetting

AI agent performs deep due diligence on advertiser domains before accepting them into programmatic demand — checking business legitimacy, compliance status, and quality indicators to maintain AdvanceLocal's premium publisher positioning.

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Deep Vet Incoming Advertiser Domains
/about /legal /compliance /leadership Web Filtering Categories Domain Ages
ADVERTISER VETTING ENGINE ══════════════════════════════════════════════════ VETTING CRITERIA (all must pass): Domain Age: > 6 months Weight: 20% PageRank: > 2.0 Weight: 20% Web Filter: Not flagged Weight: 25% /about page: Present + legit Weight: 15% /legal page: Present Weight: 10% /leadership: Identifiable people Weight: 10% RECENT VETTING RESULTS: njluxuryauto.com — APPROVED (Score: 92/100) Age: 8 years | PR: 4.8 | Filter: Clean | /about: Established dealer /legal: Full terms | /leadership: Named management team bestdeals-electronics.com — REJECTED (Score: 18/100) Age: 3 months | PR: 0.6 | Filter: Suspicious | /about: Generic text /legal: Missing | /leadership: No names — likely dropship/scam greenclean-nj.com — CONDITIONAL (Score: 64/100) Age: 14 months | PR: 2.1 | Filter: Clean | /about: Present /legal: Minimal | /leadership: Owner named — needs /legal improvement
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Maintain Premium Demand Quality
Sector Signal
Programmatic — Quality Demand Premium: Publishers that implement domain-level advertiser vetting see 15-20% higher blended CPMs because premium advertisers preferentially bid on brand-safe inventory. Domain intelligence vetting allows AdvanceLocal to maintain a "premium verified" demand pool that commands a quality premium. 78% of top advertisers (PageRank 5+) avoid publishers with visible low-quality ads — vetting protects access to premium demand.
QUALITY PREMIUM — Advertiser vetting enables 15-20% higher blended CPMs

4Demand Source Intelligence

AI agent evaluates SSP and ad exchange partners by analyzing the quality and value of demand they bring — scoring demand sources by the advertiser domain profiles, CPM levels, and brand safety of their inventory.

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Analyze Demand Source Quality
/about /products /partners IAB Categories OpenPageRank Web Filtering Categories
DEMAND SOURCE SCORECARD ══════════════════════════════════════════════════ Source Avg CPM Advertiser Avg PR Brand Safe % Quality Score Google AdX $14.20 5.8 97% 94 Amazon TAM $12.80 6.2 98% 92 OpenX $10.40 4.6 95% 82 Index Exchange $11.20 4.8 94% 84 Magnite $9.80 4.2 91% 76 33Across $7.40 3.4 84% 58 AdColony $5.20 2.8 78% 42 RECOMMENDATION: Increase Google AdX and Amazon TAM allocation Reduce 33Across and AdColony share — low CPM and brand safety concerns
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Optimize Demand Stack
Company Signal
AdvanceLocal — Demand Optimization: Reallocating 15% of impression share from low-quality demand sources (scores below 60) to high-quality sources (scores above 85) would increase blended CPM by $1.40 while improving brand safety from 92% to 96%. Annual revenue impact: +$186K. Domain intelligence scoring of advertiser domains within each demand source provides the data to make this allocation shift with confidence.
DEMAND REBALANCE — Shift to quality sources for +$186K annual revenue and better safety

5Floor Price Optimization

AI agent dynamically recommends floor prices by content section and advertiser category using domain intelligence — ensuring AdvanceLocal maximizes revenue without losing fill rate.

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Analyze CPM Distribution by Content-Advertiser Match
/blog /pricing IAB Categories Personas OpenPageRank
FLOOR PRICE RECOMMENDATION ENGINE ══════════════════════════════════════════════════ Content Section Current Floor Optimal Floor Fill Rate Impact Revenue Impact Health/Medical $8.00 $14.00 -8% +$12K/mo Real Estate $7.00 $12.00 -6% +$8K/mo Legal/Government $8.00 $16.00 -10% +$6K/mo Sports $6.00 $8.00 -3% +$4K/mo General News $5.00 $6.50 -2% +$3K/mo Entertainment $4.00 $4.50 -1% +$1K/mo TOTAL: Floor price optimization = +$34K/month ($408K annual) Healthcare and legal content are severely underpriced
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Implement Dynamic Floor Pricing
Company Signal
AdvanceLocal — Floor Price Revenue: Domain intelligence-driven floor prices by content section and advertiser category would generate $408K annual incremental revenue. The healthcare section alone is leaving $144K/year on the table with $8 floors when healthcare advertiser domains (IAB: Healthcare) routinely bid $19+ CPM. Raising healthcare section floors to $14 loses only 8% fill rate while increasing average CPM by 75%.
FLOOR OPTIMIZATION — $408K annual revenue from dynamic pricing by section

6Audience Segment Enrichment

AI agent enriches AdvanceLocal's audience segments using domain intelligence — adding IAB categories, persona data, and interest signals from the domains readers visit to create more precise targeting for programmatic buyers.

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Build Enriched Audience Segments
/blog /products Personas IAB Categories Countries
ENRICHED AUDIENCE SEGMENTS ══════════════════════════════════════════════════ Segment Size Enrichment Score CPM Premium Monthly Revenue NJ Homeowner (Enriched) 1.2M 94% +45% $18K/mo NJ Commuter (Enriched) 1.4M 91% +38% $16K/mo Health Conscious 780K 87% +52% $14K/mo Sports Enthusiast 920K 82% +22% $8K/mo Shore Local 420K 85% +28% $5K/mo Auto Intender 560K 88% +41% $9K/mo TOTAL ENRICHED SEGMENT PREMIUM: +$70K/month ($840K annual) Domain intelligence enrichment increases CPM premiums by 22-52%
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Package Segments for Programmatic Buyers
Company Signal
AdvanceLocal — Segment Revenue: Domain intelligence-enriched audience segments command 22-52% higher CPMs than standard segments. The "Health Conscious" segment enriched with IAB healthcare domain interest signals achieves the highest premium (+52%) because healthcare advertisers value precise targeting. Total enriched segment revenue: $840K annual — making domain intelligence one of the highest-ROI investments for the programmatic team.
SEGMENT PREMIUM — $840K annual from domain intelligence-enriched audience targeting

7Viewability & Quality Scoring

AI agent scores ad placement quality by analyzing which content sections and advertiser-content combinations deliver the highest viewability and engagement — optimizing placement strategy for premium programmatic demand.

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Analyze Content-Viewability Correlation
/blog /products IAB Categories Personas
VIEWABILITY ANALYSIS BY CONTENT TYPE ══════════════════════════════════════════════════ Content Type Avg Viewability Time on Page CPM Impact Quality Score Service Journalism 82% 4:20 +35% 96 Interactive Tools 89% 6:45 +48% 98 Long-form Features 78% 3:50 +28% 88 Sports Scores 64% 1:20 +8% 62 Breaking News 58% 0:45 +2% 48 Crime Reports 52% 0:35 -5% 38 INSIGHT: Interactive tools = 89% viewability, 6:45 time on page Crime reports = 52% viewability, 0:35 time on page Premium advertisers buying on viewability prefer service journalism 2.4x over news
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Optimize for Viewability Premium
Company Signal
AdvanceLocal — Viewability Strategy: Interactive tools and service journalism content deliver 78-89% viewability vs 52-58% for breaking news and crime. Programmatic buyers increasingly buy on viewability guarantees. Shifting premium ad placements toward high-viewability content sections and investing in more interactive tools would increase viewability-guaranteed CPMs by 35-48%. Estimated impact: $220K annual revenue from viewability premium repositioning.
VIEWABILITY — Service journalism + tools = premium viewability, $220K annual potential

8Contextual Targeting Enhancement

AI agent enhances contextual targeting by classifying AdvanceLocal content with IAB category taxonomy from domain intelligence — enabling precise advertiser-content matching in a post-cookie world.

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Map Content to IAB Taxonomy
/blog /products IAB Categories Personas Web Filtering Categories
CONTEXTUAL TARGETING — IAB TAXONOMY MAPPING ══════════════════════════════════════════════════ NJ.com CONTENT → IAB CATEGORY MAPPING: Content Section IAB Primary IAB Secondary Accuracy Real Estate Articles Real Estate > Residential Personal Finance 96% Health/Wellness Health & Fitness Science > Medicine 94% NJ Transit Coverage Travel > Ground Transport News > Local 92% Restaurant Reviews Food & Drink > Dining Travel > Regional 95% Property Tax Articles Personal Finance > Tax Real Estate 93% High School Sports Sports > Youth Education 88% POST-COOKIE VALUE: IAB contextual targeting delivers 87% of cookie-based targeting performance Contextual CPMs are +23% higher than run-of-site in cookie-free environments Domain intelligence IAB taxonomy = 400+ categories for precise matching
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Build Contextual Targeting Packages
Sector Signal
Programmatic — Post-Cookie Contextual: As third-party cookies disappear, contextual targeting is commanding premium CPMs. Domain intelligence provides 400+ IAB categories for both content classification and advertiser categorization. Publishers with strong contextual targeting capabilities are seeing 23% higher CPMs in cookie-free environments. AdvanceLocal's content breadth (18 topic areas) creates diverse contextual inventory that few regional publishers can match.
POST-COOKIE — IAB contextual targeting delivers 87% of cookie performance at +23% CPM

9Ad Fraud Detection

AI agent detects ad fraud by analyzing advertiser domain patterns — identifying bot-generated clicks from low-quality domains, spoofed advertiser domains, and suspicious bidding patterns from domains with fraud indicators.

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Scan for Fraud Indicators
/about /legal Web Filtering Categories Domain Ages OpenPageRank
AD FRAUD DETECTION — DOMAIN ANALYSIS ══════════════════════════════════════════════════ SCANNED: 12,400 advertiser domains | FRAUD FLAGS: 67 domains FRAUD PATTERNS DETECTED: Pattern: Domain Spoofing (12 domains) amaz0n-deals.com Mimic of amazon.com | Age: 2 weeks | PR: 0.1 waImart-savings.com Mimic of walmart.com | Age: 1 month | PR: 0.2 ACTION: Block immediately — brand impersonation + fraud Pattern: Click Farm Indicators (23 domains) Domain cluster: 23 domains registered same day, same registrar All have PageRank < 0.5, no /about pages, identical /products templates Web filter: Classified as "Newly Registered / Suspicious" ACTION: Block entire domain cluster — coordinated fraud operation Pattern: Arbitrage Domains (32 domains) Domains with /pricing pages showing ad arbitrage pricing models Buy traffic cheap, sell impressions at markup ACTION: Review — may reduce ad quality but not strictly fraudulent
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Implement Fraud Prevention
Company Signal
AdvanceLocal — Fraud Prevention: Domain intelligence identified 67 fraudulent or suspicious domains attempting to serve ads on AdvanceLocal properties. Blocking these domains prevents an estimated $23K/month in fraudulent impressions and protects advertiser trust. Domain spoofing detection (comparing domain names to known brands via PageRank) catches 94% of brand impersonation attempts. Cluster analysis (same-day registration, same registrar) detects coordinated fraud operations.
FRAUD BLOCKED — 67 domains prevented, $23K/month in fraudulent impressions blocked

10Programmatic Partner Evaluation

AI agent evaluates potential new programmatic partners (SSPs, DSPs, header bidding wrappers) by analyzing their advertiser domain quality, brand safety track record, and premium demand access — guiding technology stack decisions.

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Score Potential Programmatic Partners
/about /products /partners /case-studies OpenPageRank Domain Ages
PROGRAMMATIC PARTNER EVALUATION ══════════════════════════════════════════════════ Partner PageRank Age /partners Count /case-studies Score pubmatic.com 7.2 18 yrs 1,234 89 92 triplelift.com 6.8 12 yrs 567 45 88 sharethrough.com 6.4 14 yrs 345 34 82 yieldmo.com 5.8 10 yrs 234 23 76 newadtech.io 3.2 2 yrs 45 3 42 EVALUATION CRITERIA: Partner domain authority (PageRank) — indicates market credibility /partners page size — indicates demand-side relationships /case-studies count — indicates proven publisher success stories Domain age — indicates stability and longevity
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Make Partner Stack Decisions
Company Signal
AdvanceLocal — Partner Stack: Domain intelligence scoring of programmatic partners enables data-driven stack decisions. PubMatic (score 92) and TripleLift (score 88) are recommended additions based on high advertiser quality, extensive partner networks, and proven case studies. Avoid newadtech.io (score 42) — domain age 2 years, few partners, minimal case studies indicate unproven technology that risks integration time without guaranteed returns.
STACK DECISION — PubMatic + TripleLift recommended, avoid unproven partners
Sector Signal
Ad Tech — Consolidation Signal: Domain intelligence shows the top 5 SSPs by partner page count (Google, PubMatic, Magnite, Index, OpenX) collectively appear on 78% of all publisher /partners pages — up from 65% a year ago. The programmatic ecosystem is consolidating around premium players. Publishers should deepen relationships with top-tier partners and reduce the number of lower-tier SSPs in their stack for operational efficiency.
CONSOLIDATION — Top 5 SSPs gaining share, simplify stack for efficiency
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