Game-Changing Automated Guaranteed | ExchangeWire.com

Steve Wing, vice president, mobile & marketplace - international, Rubicon Project explains the automated guaranteed journey and its future potential.

Publishers start by selling impressions with one SSP (say, Google’s AdX) at a high price floor. If the impressions don’t get picked up, publishers push them to second (Rubicon Project) or sometimes third SSPs (PubMatic) at lower price floors until they do

The art of yield optimization has produced a wide array of techniques for publishers eager to get the most money out of their inventory.

BEST SUPPLY SIDE PLATFORMS display advertising monetisation publishers eDigital agency

TOP 70 BEST SUPPLY SIDE PLATFORMS (SSP) - 2017 LIST

BEST SUPPLY SIDE PLATFORMS display advertising monetisation publishers eDigital agency

The biggest benefit is that publishers can determine a minimum price in advance. This guarantees that the inventory is never sold for less than its value.

The process of bidding for advertising inventory online is known as real-time advertising. Publishers can use supply-side platforms to promote ad space.

Trafficking  This task is centered around the ad server. As a trafficker, you typically receive creatives (the ads) and an IO (Insertion Order) that specifies the parameters of the campaign. Trafficking ads means setting up those campaigns in the ad server.  Reporting  This is the task of collecting numbers from each advertiser’s own system, putting them all together, and perhaps making decisions based on that information.  Forecasting  This is the task of figuring out the number of ads…

Trafficking This task is centered around the ad server. As a trafficker, you typically receive creatives (the ads) and an IO (Insertion Order) that specifies the parameters of the campaign. Trafficking ads means setting up those campaigns in the ad server. Reporting This is the task of collecting numbers from each advertiser’s own system, putting them all together, and perhaps making decisions based on that information. Forecasting This is the task of figuring out the number of ads…

Setup properly, ads can be targeted to single pages or entire sections a website. This allows the Sales department to sell different parts of the site for different amounts of money or to different advertisers. Ads can be targeted to specific devices (ex. iPhone-only), specific locations (ex. New York-only) and to specific ad units on the page (ex. “Above the Fold”)

Setup properly, ads can be targeted to single pages or entire sections a website. This allows the Sales department to sell different parts of the site for different amounts of money or to different advertisers. Ads can be targeted to specific devices (ex. iPhone-only), specific locations (ex. New York-only) and to specific ad units on the page (ex. “Above the Fold”)

Why Publishers Embrace Programmatic Advertising - imonomy blog

Programmatic advertising is attracting an ever-increasing share of the global digital advertising spend and growing confidence in programmatic solutions.

More Than Two-Thirds of US Digital Display Ad Spending Is Programmatic - eMarketer

Mobile is driving programmatic growth

Programmatic Advertising Chart

Small agencies have yet to embrace programmatic advertising

Programmatic Advertising Chart

Mission impossible: Brands are not taking programmatic in-house in droves - Digiday

Companies need tremendous scale and proper skill sets to make it happen.


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