Get the latest in programmatic yield management

Learn how Header Bidding Has Impacted The Guardian and How Their Teams Use Adomik

UK publishers joined our London breakfast in December 2018 to discuss challenges about #reporting during a panel with some of our UK clients, including The Guardian.

We interviewed Andrew Hayward-Wright, Head of Programmatic Solutions at The Guardian, to understand more about how his teams manage programmatic advertising. Below you can find the video and the full interview.

If you want to learn more about how their teams use Report and Sell to have all their advertising business in one place and better target their sales efforts,

 

 

Continue reading “Learn how Header Bidding Has Impacted The Guardian and How Their Teams Use Adomik”

How to Identify Key Revenue Trends and React

 

How often do you monitor and react to the revenue trends? Are you keeping pace with regular changes in the market? From one day to another, revenue drivers may vary for numerous reasons such as:

Continue reading “How to Identify Key Revenue Trends and React”

Learn How Auto Trader UK Addresses In-Housing and How Many SSPs They Work With

UK publishers joined our London breakfast in December 2018 to discuss challenges about #reporting during a panel with some of our UK clients, including Auto Trader UK.

Continue reading “Learn How Auto Trader UK Addresses In-Housing and How Many SSPs They Work With”

Publisher Talks: How VICE Takes on The Latest Monetization Challenges

VICE was launched in 1994, and has since expanded into a leading global youth media company with around 40 offices around the world, keeping advertising at the core of its business model.

Continue reading “Publisher Talks: How VICE Takes on The Latest Monetization Challenges”

Google Move to First Price Auction. Part 4 of 4: Best Practices on The Migration Preparation

Google Move to First Price Auction. Market Effects and Best Practices For Publishers.

(Part 4 of a 4 part series on Best Practices for First Price Auctions) – Go to Part 3

By the end of the 2019 Google will run a unique first-price auction at the GAM level. All ad-tech players are wondering what the effects of this move will be. So we decided to publish a blog series of four articles that will explore this Google move: market effects and some best practices for publishers.

In the first two blog posts of the series, we went through the Google move possible market effects on
buyers
and publishers. In the third article, we addressed the best practices for Publishers concerning floor pricing in a first-price world.

Instead, in this fourth and last article, we will discuss the best practices for Publishers to follow during the migration:

  • What are the immediate risks for Publishers
  • How should Publishers mitigate those risks
  • How should Publishers monitor the migration

What Are The Immediate Risks For Publishers When Ad Manager Migrates From 2nd to 1st Price Auctions

When the change occurs, as we explained in the previous blog posts, the whole dynamics of the Publisher stack will be affected. We consider that Publishers should be wary of 3 main issues:

When buyers bid in 1st price auctions, they have to decrease the value of their bids to protect their margin.

  • The new “unified auction” will affect the overall revenue distribution between Google Ad Manager, Exchange Bidding, and Header Bidding

The move to 1st price, the end of the « last look » for Google, the implementation of new pricing features by Google…all of that will redistribute buyer budgets within the stack of Publishers. More than that, it is likely to redistribute budgets between Publishers depending on what SSPs they are relying on… and how they have implemented them.

  • Buyers will likely revisit their SPO (Supply-Path Optimization) tactics after the migration

Buyers are relying more and more on SPO tactics. The idea for them is to cut routes that are the least efficient for them. It means that when the same Publisher is offering its inventory through multiple SSPs (routes), buyers are able to evaluate each of these routes against their campaign KPIs. Routes that are performing bad (typically low margin, low volume…) will be cut off.

When the move to 1st price occurs, the “buyer campaign” efficiency of all routes to supply will be modified… and buyers could decide to review the routes they keep and block.

For Publishers that could translate into 3 risks:

  1. Risk of decreased CPM and revenue
  2. Risk of losing programmatic campaign budgets
  3. Risk of getting “routes” cut out by demand

How Should Publishers Mitigate Those Risks

We recommend Publishers to cautiously monitor their programmatic activity right after the migration – for immediate effects –  and during the six weeks after – since buyers can adapt their behavior based on “manual” analyses when they have enough data.

From an organization standpoint, it might make sense to dedicate the monitoring to a person / one team that is familiar with the “Publisher” risk that we have described above. Data will be easier to analyze. But whatever the choice, here is the list of points that should be monitored:

  • Revenue shifts and CPM drops within the stack (between Header Bidding, Exchange Bidding, GAM – direct and programmatic)
  • Demand partners that are negatively impacted (stopped campaigns, drops in revenue, sudden increases in CPM) by the migration
  • Evolution of PMP performance to ensure that they deliver as expected

In case there is an issue, reach out to your demand partners to discuss the situation.

How Should Publishers Monitor The Migration

Moving to first-price auction in GAM is not trivial, even more so with a complex and unified stack.

Adomik REPORT and SELL provide you with the right unique toolset to monitor your stack and detect issues during the migration.

REPORT allows you to access consolidated and accurate data for all your digital advertising activity and identify revenue shifts and CPM drops at the most granular level as they happen.

Once you identify, for example, a buyer who stopped buying, is it an issue that is specific to you or just a campaign ending across all Publishers?

…With SELL, our exclusive advertising market index, you can compare other publishers’ programmatic business to your own and understand if the revenue shifts and CPM drops are happening across the market or specific to your stack. This way you can make sure that you are growing at the same pace as the market.

Here again, in case there is an issue, reach out to your demand partners to discuss the situation.

You can also rely on PRICE to protect against the bid shading tactics of buyers and make sure your CPMs do not decrease. Adomik will release a new version of Price shortly! It will provide you with the fair value of your assets (content category, position…) for a given demand (bidder, brand industry…) and sales channel (open auction, preferred deal, programmatic guaranteed…).

 

(Part 4 of a 4 part series on Best Practices for First Price Auctions) – Go to Part 3

Three Rules for Publishers to Improve their Yield Management White Paper

Adomik’s VPs of Revenue and Client Success, Benjamin Lanfry and Remi Quilliet, had the pleasure of taking part in Google’s “Publisher Talent Academy” on March 22nd, 2018 in Paris. Benjamin was part of a panel with Google and Mediarithmics, in which he presented strategies for inventory valuation and yield management to the publishers in attendance.

Continue reading “Three Rules for Publishers to Improve their Yield Management White Paper”

Google Move to First Price Auction. Part 3 of 4: Focus on Floor Pricing

 

Google Move to First Price Auction. Market Effects and Best Practices For Publishers.

(Part 3 of a 4 part series on Best Practices for First Price Auctions) – Go to Part 2 or Part 4

By the end of the 2019 Google will run a unique first-price auction at the GAM level. All ad-tech players are wondering what the effects of this move will be. So we decided to publish a blog series of four articles that will explore this Google move: market effects and some best practices for publishers.

In the first two articles, we went through the possible market effects of the Google move on buyers and publishers.

Instead, in this third article, we will address the best practices for Publishers concerning floor pricing in a first-price world:

  • Why Publisher pricing still matters
  • How Publishers should manage floor pricing right

Continue reading “Google Move to First Price Auction. Part 3 of 4: Focus on Floor Pricing”

Google Move to First Price Auction. Part 2 of 4: Focus on CPM in Google Ad Manager & Publishers Revenue

 

Google Move to First Price Auction. Market Effects and Best Practices For Publishers.

(Part 2 Of a 4 Part Series on Best Practices for First Price Auctions) – Go to Part 1 or Part 3

By the end of the 2019 Google will run a unique first-price auction at the GAM level. All ad-tech players are wondering what the effects of this move will be. So we decided to publish a blog series of four articles that will explore this Google move: market effects and some best practices for publishers.

In the first article, we went through the possible market effects on buyers and specifically: 1) How to adapt to manage their margin 2) How bid shading works.

Instead, in this second part of the series we will focus on Publishers:

  • The impact on CPM in Google Ad Manager
  • The unified auctions and the programmatic revenue flow of Publishers

The Impact on CPM in Google Ad Manager

The move to 1st price auctions in Ad Manager will actually affect Publishers in two different ways. On the first hand, it will have a direct impact on CPMs generated from Google AdX by Publishers. On the other hand, it will modify the balance of revenue between AdX, header bidding and Exchange Bidding.

Continue reading “Google Move to First Price Auction. Part 2 of 4: Focus on CPM in Google Ad Manager & Publishers Revenue”

Google Move to First Price Auction: Market Effects and Best Practices For Publishers, Part 1 of 4

 

How Will Google Ad Manager Migration to 1st Price Auctions Affect The Market? Focus on buyers.

(Part 1 of a 4 part series on Best Practices for First Price Auctions) – Go to Part 2

By the end of the 2019 Google will run a unique first-price auction at the GAM level. In other terms, instead of being reduced to the second highest bidder (or the floor), buyers will start paying the exact amount they have bid to win the auction.

All ad-tech players are wondering what the consequences of this move will be. So we decided to publish a blog series of four articles that will explore this Google move: market effects and some best practices for publishers.

Continue reading “Google Move to First Price Auction: Market Effects and Best Practices For Publishers, Part 1 of 4”