4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Toms Panders
1. “How to do programmatic and not
harm your advertising sales results.
Lessons learned.”
2. Topic
• In programmatic world many decisions are made
by algorithms. Nothing gets unnoticed. If there is a
possibility to buy cheaper, it will be used
immediately. However, if publishers are mindful with
managing their inventories, they can generate
significant revenues and increase monthly
budgets.
3. RTB yield management tips
• Programmatic is a tool, if you improve the
technology - you can have immediate results.
5. Inscreen rate can improve eCPM
• RTB lacks information about position and content
• Implement unique tags for every placement
• Do lazy load on publisher website
• Improve the auction speed of RTB
6.
7. Server Side Bidding
(similar to Header Bidding)
Publisher
SSP 1
SSP 2
DSP 1
Adnetwork
DSP 2
Setupad SSB
0Eur
floor price
• Its very important that everybody has same chance to
win and competes against each other in a unified
auction
8. Statistics
• Which partner is better?
Requests Imp Imp sold eCPM Fillrate
Net
Revenue
Partner A 10 000 000 9 800 000 3430000 €1,20 35% €4116
Partner B 1 000 000 970 000 940900 €0,60 97% €565
9. rCPM
• such 0,16Eur difference can generate extra 1 600
Eur/monthly from Partner B
Requests Net Revenue rCPM
Partner A 10 000 000 €4116 €0,41
Partner B 1 000 000 €565 €0,57
10. Comparison is not easy
• One must make all things equal to both partners
• previous month vs this month
• 50/50 random impression allocation
• Exact placements
12. What Setupad solves
• HeaderBidding - technically complex to develop
• server-to-server solution is limited to big players
• Many demand sources to manage daily
• Frequent troubleshooting
• Lots of optimisation work to achieve incremental
revenues
