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Programmatic Ad Mediation | Pavel Golubev

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Delivered at Casual Connect Europe 2016

For years, advertisers were using programmatic ad buying solutions to get the most out of their ad budget. Now, publishers can level the playing field with programmatic ad mediation. Programmatic ad mediation increases revenue for publishers by engaging ad networks in real-time auction-based competition for every ad impression.

Veröffentlicht in: Technologie
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Programmatic Ad Mediation | Pavel Golubev

  1. 1. Casual Connect Europe ‘16 Programmatic Mediation Developing Ad Monetization Strategy with
  2. 2. Speaker Background Daily active users (DAU): 4,000,000+ Annual gross: $17M+ Total apps published: 3,000+
  3. 3. Appodeal: In-house solution • Automated Inventory Management
 • Ad Revenue 
 Improvement
  4. 4. Appodeal Today • 40+ employees • 20 genius engineers • $3.1M investments • 4500+ active apps • $1.5M monthly gross • 3B impressions a month San Francisco Boston Moscow Barcelona Saint-Petersburg Ukraine
  5. 5. Building Optimal 
 Ad Monetization Strategy
  6. 6. Optimal Ad Monetization Setup App
  7. 7. Optimal Ad Monetization Setup App Ad Network The easiest and most outdated way to monetize is to integrate with a single ad network.
  8. 8. Optimal Ad Monetization Setup App Ad Network 1 Ad Network 2 Ad Network 3 Even better is to integrate multiple ad networks.
  9. 9. Optimal Ad Monetization Setup App Waterfall Management Ad Network 1 Ad Network 2 Ad Network 3 Use mediation to manage multiple ad networks.
  10. 10. Waterfall Evolution App Waterfall Management Ad Network 2 Ad Network 3 Waterfall Management Single static waterfall Hardcoded order of network calls Waterfall managed by ad ops Manual waterfall management / Self-service mediation Dynamic waterfall Automated waterfall management / Managed mediation Programmatic Mediation Auction based mediation replaces waterfall
  11. 11. Waterfall Evolution App Waterfall Management Ad Network 2 Ad Network 3 Waterfall Management Single static waterfall Hardcoded order of network calls Waterfall managed by ad ops Manual waterfall management / Self-service mediation Dynamic waterfall Automated waterfall management / Managed mediation Programmatic Mediation Auction based mediation replaces waterfall Real-time auction based mediation
  12. 12. Optimal Ad Monetization Setup App Waterfall Management CPI based Ad Networks CPM/CPC Ad Networks How do we utilize the extra human resources spent previously managing the waterfall? Real-time auction based mediation Every ad network has a different payout model and different optimization techniques.
  13. 13. Tune Up Each Ad Network App Waterfall Management CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Blacklist low- performing advertisers. Adjust frequency capping. Lower capping equals higher eCPM. Adjust price floors to sell impressions at guaranteed price. Run auctions in the background, during gameplay. Real-time auction based mediation
  14. 14. Optimal Ad Monetization Setup App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Waterfall Management Waterfall Management Waterfall Management Reassess ad formats. Each format should be set up separately with its own waterfall. Real-time auction based mediation Real-time auction based mediation Real-time auction based mediation Real-time auction based mediation
  15. 15. A Little Trick — Break Down Into Tiers App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Waterfall Management Waterfall Management Waterfall Management Premium Tier Tier 1 Tier 2 Leftovers Group your impressions into several groups — premium, standard and leftovers. Set up a separate waterfall manager for each tier. Real-time auction based mediation Real-time auction based mediation Real-time auction based mediation Real-time auction based mediation
  16. 16. Why it is important to tier impressions? Premium Tier Standard Tier Leftovers Tier Network A $10 eCPM Network B $5 eCPM Network C $1 eCPM Network B $5 eCPM Network C $0.5 eCPM Network A $0.4 eCPM Network C $0.2 eCPM Network B $0.2 eCPM Network A $0.1 eCPM Some ad networks focus on premium traffic. Others specialize in low value - high volume traffic.
  17. 17. Optimal Ad Monetization Setup App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace That is even before considering RTB marketplaces. MoPub, Rubicon, Liverail, AdX. You want to be a part of all of them because they have different set of advertisers. Real-time auction based mediation
  18. 18. Private and Open RTB Martkeplaces App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace All marketplaces split into open market places and private marketplaces. These two verticals should be managed completely separately and in completely different ways! Real-time auction based mediation
  19. 19. RTB Marketplace Setup RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Set up direct programmatic deals on the private marketplace. Set up multiple price floors to break down your inventory into multiple impressions. Host auctions in the background to match higher paying advertiser pacing.
  20. 20. Optimal Ad Monetization Setup App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Direct Sales at Fixed CPM Perform direct sales to advertisers at Fixed CPM. If you don’t sell yet, you might be losing a lot of money. Real-time auction based mediation
  21. 21. Optimal Ad Monetization Setup App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Direct Sales at Fixed CPM Ask for a lower commission Negotiate better terms with ad networks and RTB marketplaces. You can get a much better revshare if you offer good volume. Real-time auction based mediation
  22. 22. Optimal Ad Monetization Setup App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Direct Sales at Fixed CPM Ask for a lower commission Have another look. This is how optimal ad monetization strategy looks like. Real-time auction based mediation
  23. 23. Programmatic Mediation Programmatic mediation is a solution that efficiently automates most components of optimal ad monetization strategy. App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Direct Sales at Fixed CPM Ask for a lower commission Real-time auction based mediation
  24. 24. Automation is a Key to Success 0 5 9 14 18 Ad network Set of ad networks Mediation Mediation w/ RTB Dynamic waterfall w/ RTB Programmatic Mediation $17.00 $13.00 $10.00 $8.00 $6.00 $5.00
  25. 25. Automation is a Key to Success 0 5 9 14 18 Ad network Set of ad networks Mediation Mediation w/ RTB Dynamic waterfall w/ RTB Programmatic Mediation $17.00 $13.00 $10.00 $8.00 $6.00 $5.00 Programmatic Mediation would increase earnings by at least 30%.
  26. 26. Optimal Ad Monetization Setup Focus on your product and direct sales to advertisers. Don’t waste your time on waterfall management. App Waterfall Management 320x50 Banners CPI based Ad Networks CPM/CPC Ad Networks Advertisers Blacklisting Price Floors Frequency Capping Background Auctions Interstitials Video Native Ads Tier 1 Premium Tier Tier 2 Leftovers RTB Marketplace Private Marketplace Open Marketplace Price Floors Background Auctions Programmatic Deals Direct Sales at Fixed CPM Ask for a lower commission Real-time auction based mediation
  27. 27. Focus on Direct Sales 0 8 15 23 30 Adnetwork Setofadnetworks Mediation Mediationw/RTB Dynamicwaterfallw/RTB ProgrammaticMediation DirectSales $25.00 $17.00 $13.00 $10.00 $8.00 $6.00 $5.00 Direct Sales would increase your earnings by 30-50% more.

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