Get the latest in programmatic yield management

Benchmark Update: Compare your Performance per Industry Market Segment

What are market segments?

We are pleased to announce that a segmentation per industry market is now available in your Benchmark app. You can now compare your revenue, impressions, CPM and performance against similar market segments.

Some market segments available today :

  • Lifestyle and entertainment: any type of media publishers or specialized press (for example automotive media)
  • News media: with a clear focus on news / general information
  • Retail and services: e-commerce sites, weather or webmail services
  • TV and Radio
  • Video streaming
  • Gaming

Where can I find the market segments?

You will find these market segments in Benchmark Market Overview and Benchmark Analytics, whether you are looking at the whole market or benchmarking your performance against your own industry market segment only.

Benchmark Market Overview

In Benchmark Market Overview, you will be able to:

  • Select any market segment and view its ecosystem in the market
  • Assess each segment own prices and demand specificities

Benchmark `Overview

Source: Adomik Benchmark Market Overview

Benchmark Analytics

In Benchmark Analytics, you will be able to:

  • Compare your revenue, impressions and CPM against similar publishers in your own market segment
  • Identify relevant opportunities by finding campaigns where you are over-performing or underperforming the market

Benchmark Analytics

 

 

 

 

 

 

 

 

Source: Adomik Benchmark Analytics

Here’s an example of market segments utilisation in Adomik Benchmark Analytics:

Publisher A has a total revenue of 100 000$.

Publisher A belongs to market segment “Retail and Services”.

Publisher A has access to the France Benchmark program.

On the totality of the FR program, brand Renault SoV is 4%.

On the “Retail and services” submarket, brand Renault SoV is 1%.

Publisher A has a 2% SoV with brand Renault.

-> Publisher A’s gap on the totality of the market is

2000$ – 4000$ = -2000$ (Publisher A is not performing well compared to the global market)

-> Publisher A’s gap on the Retail and Services submarket is

2000$ – 1000$ = +1000$ (in fact Publisher A is over-performing his peer market. Only comparing to similar sellers, we can see that Publisher A has a positive gap! The seller categories allow the publishers to better identify their real gaps and opportunities vs comparable supply, vs their true competitors)

Availability

The industry market segments are available for the US, French, Spanish, Dutch, Belgian, Japanese BENCHMARK programs. They will soon be available for the UK, Germany, Australia and Italy.

For more information on the Benchmark App and on the industry market segments, contact us! 

 

 

Alternatively, you will also find useful information in the Adomik Knowledge base, i.e. the web self-service Helpdesk.

Product Update: GAM Key Value in Report

We would like to share with you a new feature released recently on Report App, which will greatly improve your experience with the Adomik platform.

GAM Key-values can be used to share information about 1st-party audience segments, ad slots or even the context of the ads you display. They are now available for reporting in the Dashboard Ecosystem and Data download of REPORT. You can also filter on them from the Scope section. Combining your Key Values with your monetization data has multiple benefits; a few examples below:

  • Work out Revenue and CPM per audience segment – gender, age, etc.
  • Identify the audience segments generating the best performance in RPM, CTR, Viewability
  • Conduct report analysis based on your own ad slot or contextual categories
  • Rely on REPORT cross-stack monetization metrics to create high quality packages for your PMPs
  • Track your A/B test results

Yield-6-1st-party-data-1024x648

If you have any questions about the new feature or about Report, feel free to contact us ! 

 

 

For more use cases, visit our Revenue Management & Yield Management pages!

A publisher’s guide for the COVID-19 era

By François de Laigue
Seasoned AdTech executive. Columbia Professor. Microsoft alum. MIT.

 

Winston Churchill is remembered as a hero and a leader, not because of his time before the war (he was sidelined and discredited), but rather his time during the war when he displayed exceptional leadership. That’s because true leadership is not needed when everything is under control, but rather when things are at their worst.

As of April 17, nine major publishers laid-off or furloughed an average of 8% of their employees, many in their sales departments (AdExchanger). And we’re only a month and a half into what looks like a multi-quarter recession. Not everyone is born to become Churchill but we all play our parts and all have an opportunity in front of us to demonstrate true leadership!

What can I do Today? Weather The Storm.

In the teeth of the storm, a ship’s survival depends on two things: sea room and steering-way. Sea captain Max Hardberger.

  • Sea room is a safe distance from anything it might crash into, like a coastline
  • Steering-way is sufficient propelling power to steer rather than getting pushed around by the waves and wind

Similarly, what can publishers do to weather the storm?

Sea-Room: How Far are you from the Irreparable?

 

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For a publisher, 3 key considerations apply:

  • Demand drop: Adomik tracked a drop of 30%+ in March across programmatic buyers (whether direct demand or open exchange). In the US, we’ve seen a significant CPM drop (-40% over March, flat in April) while ad requests and impressions sold rose, but not enough to counter the CPM drop. We all know why. 65% of CMOs are bracing for moderate to significant budget cuts (Gartner) and 70%+ of campaigns have been canceled (IAB). The overall trend largely depends on economic activity which is expected to pick back up in the second half of the year and see accelerated growth through 2021 (as forecasted by Goldman Sachs, JP Morgan, DB).

 

  • Bad debt and write-offs: as we enter a period of recession, buyers with weaker business fundamentals may leave your accounts payable departments hanging dry. Being able to understand who’s best positioned to be a viable partner and cutting your losses today could turn invaluable. We have run DSP-level analysis for AdExchanger. The majority of DSPs’ spend compressed by 30%-50% over March. Some have much of their spend concentrated within a smaller customer-base which can be a double-edge sword: these DSPs can pivot faster to capture budgets and represent much needed demand, but also tend to be skating atop thinner balance sheets.

 

  • Opportunity cost: This crisis has taken the world by surprise. As a response some companies resorted to layoffs to lighten their P&L. The weight of these decisions far extends beyond what can be read on a P&L or balance sheet. Employee morale, lower employer brand, soured ex-employees, innovation opportunity cost, strained relationships with clients and partners can all come to haunt your company. Worse, they may signal an unimaginative leader unable to navigate challenging times. I personally subscribe to Peter Drucker’s wise words: “If we were to decide now, would we still enter the businesses we are in today?” which help tease out your company’s core strength and focus. If the answer is no, then perhaps it was never meant to be and now would be a time like any to divest the parts of your business that don’t accrue to its mission. Short of that, layoffs are most often a bet against your own company. It is worth noting that economic signals pointed to a recession around now as of the past 12+ months.

Steering-Way: Drive Viable Traction

Just like ‘steering-way’ is the ability to propel and steer your ship out of danger, it is critical for publishers sales teams to operate optimally during these difficult times – this means working smarter, not harder! For programmatic and media sales team, the question remains: When budgets are shrinking (almost) everywhere, which brands should I talk to?

 

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Using the Adomik platform, this is what we found: during the crisis, budgets started shifting on a weekly basis, including for top brands. March saw a decline in demand overall. But here’s the bright side. During March, 32% of large and mid-sized brands (i.e. representing the top 75% of spend, excluding long tail brands) initiated or grew their programmatic ad spend via directly sold and negotiated deals. These brands were primarily mid-sized brands with smaller shorter-term budgets than the usual juggernauts, many of which have decreased their spend.

In order to capitalize on where budget increases are and depend less on declining budgets, publisher sales teams need to refocus accordingly. Doing so will require some agility!

 

  • sales velocity: with deals usually going on for quarters with the largest brands, and month(s) for mid-sized brands, the current deals are to be planned in weeks (1-2 weeks). There are also more than 10x more mid-size brands than there are in the top quartile, which means 10x more potential opportunities for your pipeline.
  • deal size: third quartile brands are significantly smaller. For every $100K that a top quartile brand would spend, we see that a third quartile brand spend $8K.
  • deal cycle: fortunately, smaller companies tend to be much more agile and you may be able to close deals in a shorter timeframe
  • pitch: during the crisis and upcoming recession, it is key to highlight value, especially in the US where CPMs have taken a black eye.

 

With a high throughput pipeline, the key is focus. You can burn a lot of cycles knocking at the wrong doors.

Strategically, I recommend following Gartner’s 3 categories of Dark Sectors (travel, brick & mortar, etc), Shaded Sectors (automotive, tech & telco, utilities, etc) and Spotlights (news, essential CPG, etc). Adomik found the same brand vertical clusters in our analyses of the programmatic market. Having a strategy that weighs in on spotlight and shaded sectors will be key to navigating the next few quarters and through 2021. By allowing to track brands’ spend across programmatic in real-time, that’s where the Adomik platform can be of most help to programmatic media sales teams.

 

Now is a great time to think about what your business should focus on today for a better tomorrow.

Will you be ready to capitalize on growth on the other side?
What do you need to do today for your business to survive and thrive?

 

by François de Laigue
“I compiled a few thoughts based on discussions with execs running monetization at ComScore publishers and Adomik’s data on the programmatic industry.”
👉A publisher’s guide for the COVID-19 era.

NEW! Evolution of the Programmatic Market per Country

Adomik provides the most relevant market trends we are seeing in the programmatic market via our Benchmark Market index.

Additionally, you can get in touch at insights@adomik.com for more insights or explanation.

 

🆕NEW Adomik White Paper – June edition🗞️

Adomik has been providing weekly market insights across multiple markets since mid-March when we noticed a drop in Publisher programmatic advertising revenue. This document is a follow-up to our first “monthly white paper” on how Publishers were affected by the COVID-19 pandemic. Download full study now!

Weekly comparisons (June 2020)

💡Adomik Weekly evolution of the Programmatic Market – periods of June 1-7 and May 25-31.

All Market Digest 9 june 2020

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain  🇫🇷France

 

Weekly comparisons (May 2020)

You will find below weekly comparisons for Programmatic Revenue, Sold Impressions and CPM, by transaction type, device, content category, media type as well as trends for a selection of advertisers.

 

💡Adomik Weekly evolution of the Programmatic Market – periods of May 25-31 and May 18-24 May.

All markets 3 June 2020

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of May 18-24 and May 11-17 2020!

All market charts 26 May

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of May 11-17 and May 4-10 2020!

All markets 20 May

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of May 4-10 and April 27-May3 2020!

all market charts 15 may

🌎 World  🇫🇷France

 

Download Adomik WHITEPAPER – May edition!

Adomik full analysis of the evolution of the programmatic market is now available for 8 countries. The study covers the periods of March 16-April 30 Vs March 1-15 2020 for the UK, US, French, Dutch, Belgian, German, Italian and Spanish markets, with comparisons for programmatic Revenue, Sold impressions and CPM, top Brands and %age change per country.  So get your copy now:

 

 

Weekly comparisons (April 2020)

💡Adomik Weekly evolution of the Programmatic Market – periods of April 27- May 3 and April 20-26 2020:

All markets Digest 7 May

🌎 World    🇫🇷France

 

 

Download full details per country and per period below:
💡Adomik Weekly evolution of the Programmatic Market – periods of April 20-26 and April 13-19 2020:
All Markets Digest 28 April

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain:it:Italy  🇧🇪Belgium:drapeau-nl:Netherlands  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of April 13-19 and April 6-12 2020:

All market Digest 21 April 2020

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain:it:Italy  🇧🇪Belgium:drapeau-nl:Netherlands  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of April 8-12 and April 1-5 2020:
All Markets Digest Benchmark 15 April

 🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain:it:Italy  🇧🇪Belgium:drapeau-nl:Netherlands  🇫🇷France

 

 

💡Adomik Weekly evolution of the Programmatic Market -periods of April 1-5 and March 25-29 2020:

Adomik All markets Digest 8 April 2020

🌎 World  🇺🇸 US  🇩🇪Germany  🇬🇧UK  🇪🇸Spain  🇧🇪Belgium  :drapeau-nl:Netherlands  🇫🇷France

 

Weekly comparisons (March 2020)

💡Adomik Weekly evolution of the Programmatic Market – periods of March 25-29 and March 16-22 2020:

🌎 World  🇺🇸 US 🇩🇪 Germany 🇬🇧 UK  🇪🇸 Spain🇧🇪Belgium:drapeau-nl:Netherlands 🇫🇷 France 

 

 

💡Adomik Weekly evolution of the Programmatic Market – periods of March 17-22 and March 10-15 2020:

🇺🇸 US 🇩🇪 Germany 🇬🇧 UK  🇪🇸 Spain🇧🇪Belgium:drapeau-nl:Netherlands 🇫🇷 France 

New! Discover BENCHMARK, Adomik’s Programmatic market index!

We Are Very Excited to Announce the Launch of Benchmark!

Benchmark is our revamped exclusive advertising market index and benchmarking tool, available in the US, UK, Japan, France, Germany, Italy, Netherlands, Belgium, Australia and Spain. It includes a new UI and some new features such as Market Overview, Analytics and Market Alerts, tailored to your success.

It is ideal to:

 

 

 

With Benchmark, when you log into the Adomik Platform,

Adomik Benchmark Market index

Source: Adomik Benchmark

  • You’ll read about Market figures, Top brands and Top buyers buying deals
  • You will react to hunt new demand & farm your successful relationship with buyers
  • Monitor how you leverage transaction types vs the market
  • Refine your pricing strategy
  • Understand how and where the market is growing compared to your own business
  • Detect how SSPs are connected to demand
  • Identify inventory scopes that are driving demand

Below is an extract from the Benchmark market data in the USA:

1. Market Figures for April**:

 

Market Revenue Trends

US Market Revenue Growth: -11.2%. The drop in revenue mainly caused by a decrease in both impressions (- 2.3%) and CPM (- 9.1%).

Zoom on deals

US Deals Market Revenue Growth: -21.8%

Deal Revenue Market Share: 17%

The drop in revenue from March to April comes as no surprise and is in line with historical data. The drop is more pronounced for the PMP market, with major brands such as Target, AT&T, Hyundai and State Farm reducing significantly their spend.

2. Top 5 Brands Spending on Deals in April**

Source: Adomik Benchmark

 

The top brands are pretty stable month-on-month, with Target as a new entry and Hyundai exiting the top 5.

3. Top 5 Buyers Spending on Deals in April**

Top-5-Buyers-Spending-on-Deals-in-April

Source: Adomik Benchmark

 

**Data extracted from Adomik Benchmark for the period between March 1st to 31st and April 1st to 30th 2019.

You can subscribe to a monthly newsletter called “Benchmark Newsletter” to receive programmatic market data and a short analysis for your country. It is available in the USA, UK, France, the Netherlands, Belgium, Australia and Spain. If you are interested in staying up to-date with the programmatic market, feel free to subscribe.

 

 

New Metrics in Benchmark: Click Through Rate & Viewability

We’re happy to announce the launch of CTR and Viewability metrics in Benchmark!

As a reminder, Benchmark is our revamped exclusive advertising market index and benchmarking tool. Benchmark programmatic data is aggregated daily across all our customers for multiple SSPs.

CTR and Viewability metrics together will allow you to:

  • Monitor performance metrics across dimensions
  • Improve your market knowledge: compare CTR and Viewability across buyers and campaigns and track evolutions through time
  • Identify campaigns on which you have better performance compared with the market / your average and attract more budget (buyers, brands, bidders, transaction types)
  • Monitor and leverage inventory pockets where you outperform the market to strengthen your relationship with the buy side (devices, formats, media types…)
  • Monitor correlations between CPM, CTR and Viewability and identify the key drivers for a better CPM

If you need more information, please download the product sheet!

Market Analysis: French Programmatic Market Trends 2018-2019

Download The French Market Analysis

Adomik reveals today exclusive insights into what the French programmatic market looked like 2018 vs 2019. All these market insights come from SELL, our exclusive programmatic market index that gives full visibility into demand, transaction types, formats, CPMs, etc.. In SELL, programmatic data is anonymized & aggregated daily across all our customers in France for the top SSPs.

Here’s what you’ll learn:

  1. Snapshot of the share of revenue per transaction type for 2018
  2. Snapshot of the share of revenue per transaction type for 2019
  3. French Programmatic market trends – 2018 vs 2019
  4. CPM market evolution analysis

Click below to download the full presentation:

New Feature in the Adomik Platform: Custom Profile

The Adomik platform has been designed to be used by multiple users within or outside your organisation. To enrich our platform flexibility, we’re happy to announce the launch of Custom Profile in the Adomik Platform! 

Profile creation will allow you to customize the Adomik Platform experience so that your team and your partners can see data only related to their use case and access only the information you want to share with them.

In a nutshell, our platform can now fit all types of organization and relations with all advertising ecosystem partners. 

What type of profiles?

  • Sales: Give sales people access to a simplified dashboard to focus on important metrics & KPIs of its own client accounts / vertical / geo
  • Publisher / Buyer: Give restricted access to a Buyer so that it can monitor their spend behaviours on the publisher account
  • Network / Publisher: Give restricted access to one of your Publisher partners to monitor their advertising revenue
  • Multiple internal teams: Give restricted access to distinct entities to manage different geo / channels (programmatic, PMP, direct, etc.) of the account
  • Management: Give top managers access to a simplified dashboard to monitor & focus on important metrics & KPIs

This is a limited list of custom profiles. you’ll be able to create and customize profiles / access according to your needs. 

Get in contact with a member of our team to schedule a demo and answer your questions by clicking below:

New Data Connector : Rich Audience

About Rich Audience

Get more from Rich Audience data through the Adomik Data Connector. Rich Audience is a Rich Media Platform, a marketplace which connects publishers and advertisers, serving display, video, and high impact Rich-Media formats. Rich Audience Marketplace For Publishers allows maximize advertising revenue: optimize yield through display, video and premium formats integration, and monetize incremental inventory.

What is the Data Connector “Rich Audience” for?

Rich Audience caters for Unlock Display & Video (both Instream and Outstream) demand, mostly on the Spanish Market. Rich Audience also provides Rich Media ad formats such as Skins, floating ads, gim and gid.

They have demonstrated to be a solid platform that combines their own demand + other demand sources on s2s model, plus the possibility of managing though prebid display, high impact and video formats. They also unlock revenues in other markets such as in Portugal, the UK, US Hispanics, and Latin America.

New data connector Rich Audience

Alongside Google and AppNexus, Rich Audience is a main source of Display inventory for Spanish publishers.

New Data Connector : Rich Audience

High CPM on Video and M.A.G.I.C – RichAudience’s out of page format.

About Adomik Data Engine & Data Connectors

The Data Engine, the heart of the Adomik Platform. It has been designed for complex Ad stacks, to automatically collect, process, store and unify your monetization data from multiple sources. The Data Engine connects to your monetization partners via dedicated Data Connectors which use a specialized setup, put into place by Adomik, to collect data via APIs, query tools and FTP integrations. Data Connectors are constantly monitored by Adomik R&D teams.

Interested in seeing how the Adomik Data Engine connects to your monetization partners? Request a demo with our Team!

Or take a look at a selection of our data connectors here.

 

Google Migration to 1st Price – Our insights (Part 2)

2 months after the Google migration to 1st Price: Read about Adomik observations.

Adomik, 27th November 2019

The migration to 1st price is now well behind us, so it is time to conduct an assessment on a longer time span than in our previous blog articles dated October 10th and September 23rd.

Please note two significant events in the recent past, they can explain important changes in the market:

  • The move to 1st price by Ad Manager
  • The implementation of the Unified Pricing Rules (UPR) at scale

We focussed on “structural” changes rather than on the evolution of specific Publishers. Still, with UPR, some Publishers have significantly changed their pricing setup and how Header Bidding or Open Bidding (the former Exchange Bidding or EBDA) competes with Authorized Buyers (GAM’s programmatic activity, former Google AdX). 

Findings

Click below to continue reading…