Not all impressions are created equal. So why trade them wholesale without distinction? It’s a good and democratic way to trade all your impressions in open RTB environment (akin to AdSense)—all publishers get the same data and price floor, the highest bidder wins, end of story. But that sort of “throw it to the market and let them decide” approach severely limits yield and barely scratches the surface of all the capabilities of programmatic selling. In this primer, we are discussing all four of programmatic deal types, along with their potential merits and disadvantages for media sellers. Also known as: Open exchange, Open marketplace, RTB Participation: All (eligible) buyers on a platform Ad Server Priority: Lowest (just above in-house ads) An Open Auction is the Wild West of auctions. — IAB It’s a lot like plug-and-play trading on AdSense: Every advertiser on an exchange/SSP/ad network gets the impression call, they all bid, and the highest … [Read more...] about Explainer: The Four Types of Programmatic Deals
Purch built itself a host of custom bidders to sell video inventory programmatically. SheKnows controls its auction dynamics through a header bidding wrapper of its own creation. Telegraph wants to overlay its data management platform on bid landscape to match its audiences more precisely with buyers. Washington Post created a 'customizable content unit' and chucked away several vendors that simply weren't good enough-all in a bid to replace ad tech with something they have control over. But even big league publishers can't entirely do away with ad tech vendors. The platforms publishers use to sell ad inventory put a strain on revenue, data security, and page speed. Publishers still rely on these platforms for the sake of access to demand at scale, sophisticated services, and, should something go wrong, "a neck to throttle". Even if a publisher has a strong internal tech team that is capable of building its own products to replace third parties, a lot of vendors stay … [Read more...] about How to Choose the Right Technology Partner to Sell Your Ad Space
There’s more to selling your inventory than signing up with AdSense. Savvy publishers will often silo their inventory and sell it via multiple channels to get the best value for every available impression. You’ve got: Semi-automated programmatic deals: Programmatic preferred (no fill rate commitment) and Programmatic guaranteed (fixed fill rate) are one-on-one deals with buyers for specific inventory packages at pre-negotiated CPM. Automated RTB: Real-time open and private auctions. Highly scalable and less resource-intensive model for selling impressions (and not just the remnant kind). Direct deals: There are also direct orders (manual direct deals) for native ads (roadblocks, sponsored content, page takeovers, etc.). And that’s without even throwing header bidding into the mix. How these techniques are prioritized is determined by types of impressions and buyers — with the goal being to sell every impression at best price. This is called an ad stack. In … [Read more...] about How Top Publishers Organize their Ad Stack
Earlier this month, we published a simpler guide to header bidding technology. A programmatic technique that works from within the user’s browsers and gives unprecedented uplift in yield; header bidding is a game changer in programmatic buying and selling. Years ago, people used to say the same thing about RTB. RTB is like online shopping… at once a mere convenience and also a game changer. Did we shop before the internet? Yes. And yet now we have more options, shop more efficiently, can personalize our experiences, and yes – often find better prices. As a result, we shop more and the total commerce pie has expanded. — Josh MacFarland, CEO, TellApart (Source) In this short post, we compare header bidding vs RTB and see how the two programmatic techniques differ. What is RTB? It stands for Real Time Bidding. Simply put: RTB is an impression-level auction happening in real-time (in the time between the user requesting a web page and the page load completion). … [Read more...] about Header Bidding vs RTB: What’s the Difference?
2016 was one eventful year for ad tech industry. Client side Header Bidding went mainstream. Publishers got heavy-handed with anti-ad block measures with varying successes and failures. Fake news registered on the radar of mainstream media and ad tech took the flack for it. Ad viewability adoption increased, creating panic among publishers. Then, the year wrapped up with a bang as WhiteOps uncovered a ubiquitous, million-dollar ad fraud ring called Methbot. That was the abridged version; barely enough information to start a workplace debate. This post gives a more holistic view of the developments in ad tech in 2016, focussed on subjects and perspectives that you, the enterprising publisher, ought to care about, or find interesting. 1. Header Bidding adoption continues to rise despite publisher skepticism about higher latency Header bidding is all the rage these days. A complete chronology of industry developments can even be found in a post on AdExchanger. Here’s a brief … [Read more...] about State of Ad Tech: 2016, Year In Review