Get the latest in programmatic yield management

New Adomik Case Study: Cox Automotive

Adomik-products-report-manage

 

“Before Adomik our Programmatic team used to pull the data from our monetization partners into an excel file, to pivot the data, chart it and start doing the analysis. With Adomik, we stopped wasting time on data collection to feed our advertising report, now we can finally spend our time in analysis with the right insights. “

 

 

Cox_Automotive_logo.svg

Ravikumar Munukutla
Principal Product Manager

 

Problem and Challenges

Header Bidding Adoption

Cox Automotive began implementing their header bidding wrapper in Q3 2018, auctioning their inventory not only in Google Adx but also in other exchanges such as Appnexus and Open X. Hence, they started to deal with a problem that concerns all big publishers: multiple monetization sources, multiple tools, multiple channels.

Solution

Cox Automotive’s Programmatic team found Adomik to be just what they were looking for. Cox Automotive has been using Adomik’s REPORT and MANAGE products since September 2018 to address those challenges.

Designed for a complex Ad stack, the Adomik Platform could collect their data from all monetization partners, consolidate it, enrich it and make it available in a single holistic dashboard.

 

 

 

Publisher Sales Team: How to capture PMP opportunities

Programmatic sales teams spend a lot of time chasing information from agencies and trading desks to keep track of current and upcoming campaigns… Information is limited to the data buyers are willing to share, making the marketplace opaque.

Continue reading “Publisher Sales Team: How to capture PMP opportunities”

How to Detect Revenue Opportunities and Act Accordingly with Adomik

With the Adomik Platform, you can analyse your business performance in Report, compare it to the market in Sell and capture new opportunities. 

 

Adomik Sell-Report

 

“Within its easy-to-use dashboard, the Adomik team set up customised functionalities to fit the tool to our needs. The platform helps us get consolidated and comprehensible data for the majority of our advertising activity, compare our business performance to the market and make well-informed, data-driven decisions. It has greatly decreased our daily workload and the time spent on reporting and analysis. ” 

 

James Swan,
Programmatic Account Director

 

The Adomik Platform is ideal to:

  • Identify revenue trends on your inventory and act accordingly
  • Identify brands in Open Auction and offer them PMP deals
  • Detect underperforming buyers and discover PMP opportunities
  • Act on new market entries with automatic campaign alerts

How to identify revenue trends on your inventory & act accordingly

Source: The Adomik Platform

  1. Log into Adomik Report
  2. Focus on last month data to identify trends
  3. Identify a brand starting to spend on your inventory
  4. Log into Adomik Sell and see on how this brand is performing in your market
  5. Understand if this comes from a market trend or from a specific buyer relationship

How to identify brands in Open Auction & offer them PMP deals

Source: The Adomik Platform

  1. Log into Adomik Report and filter by Open Auction transactions
  2. Identify which brands are active in several SSPs
  3. Compare revenue and CPMs from different SSPs
  4. Log into Adomik Sell to focus on these brands and understand if they are already spending in PMPs in your market
  5. If yes, discover the preferred SSP to strike a new deal and guidance on CPMs

How to detect underperforming buyers and discover PMP opportunities

Source: Adomik Sell

  1. Log into Adomik Sell
  2. Compare buyers activity between you and the market
  3. Understand the missed potential/overperformance for a given scope
  4. Sort by negative gaps to understand which buyers are underperforming on your inventory
  5. Detect negative gap coming from low volume sold/CPM below the market
  6. Filter by “Deal” transaction type to only focus on PMP activity
  7. Focus on brand ecosystem to deep dive at the campaign level
  8. Rank by negative gap to identify missed opportunities
  9. Get CPM information about campaigns missing from your demand mix

How to act on new market entries with automatic campaign alerts

Source: Adomik Sell

  1. Log into Adomik Sell Market Alerts
  2. Detect the opportunities where you are behind the market
  3. Act accordingly

New Data Connector Added: AdYouLike

Get more of your AdYouLike data with the Adomik Data Connector. Used by the most premium publishers, AdYouLike is the largest native advertising exchange that combines user experience and artificial intelligence to power better ad experiences. By distributing their Native Ad campaigns through AdYouLike, publishers get the most out of their inventory and strengthen their direct or programmatic sales while offering a friendlier user experience. When you connect your AdYouLike data to the Adomik Data Engine you’ll have the tools to dive into your performance metrics and monetize your content with Native Advertising.

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.

New Dimension in Report: Exchange Bidding Integration!

Adomik is fully supporting the Exchange Bidding (EBtechnology in Report. It allows you to filter your advertising data aggregated per partner using the Google EB technology.

As a reminder, with Exchange Bidding, publishers and exchanges optimize yield management with server-to-server real-time bidding that uses a publisher’s existing tagging or SDK implementation.

What does this mean for you?

More accuracy!

This revamped integration allows Adomik to be completely accurate on your Google advertising data. If you choose for the all-at-once connector, you get rid of potential discrepancies that individual partners may have in their reporting.

And more partners available in your Reporting tool!

Now when you log into the Adomik Platform, you can breakdown revenue per even more partners than before: all partners using EB will now be displayed in your Report dashboard. 

You will find the EB integration under the ‘seat’ dimension:

EB screenshot-1
Source: Adomik Report


All other integrations will be found under the Integration type’ dimension, allowing you to carry out complex stack analysis, in a context where Google will be moving to first price auction.

There is more than one way to connect to SSP platforms for you to choose from:
  • Either connect to the EB partners all-at-once using the Adomik data connector – check the list of partners integrated via EB here.  
  • Or connect directly to each individual partner – check the Adomik-supported partners here.
  • Be aware that only 4 dimensions are visible via the EB all-at-once connection (Format, Device, Country, Adslot). We will have dimensions as soon as they become available with Google (Transaction Type coming soon).
  • If you wish to see more than the 4 EB dimensions above, choose direct connection to partners, and visualize the large range of dimensions in your Adomik unified reporting tool.

As a reminder, Report is the hub where your team congregates to monitor their advertising activity on a daily basis. It is the first cross-channel data aggregation tool that unifies all your advertising data into a single holistic dashboard. Powered by Adomik’s Data Engine, it automatically collects the advertising data from all of your monetization platforms and consolidates it into an all-in-one analytics and data aggregation tool. If you are not using Report yet, ask for a demo now!

Best Practices for Unified Pricing Rules. Part 3 of 3: How to Translate your Pricing Rules Into UPR

(Part 3 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 1 or Part 2 

As part of its transition to unified first price auctions, Google is deprecating its Pricing Rules, that Publishers used to use to manage their floors in Google AdX, and replacing them with Unified Pricing Rules – “UPR”.
This change actually has much deeper effects on Publisher yield management and monetization than any other feature change Google has introduced in the recent past.

This blog series aims to guide you through the migration from Pricing to Unified Pricing Rules, and also help you keep control of your revenue after the transition. You can also download the complete white paper with the three articles by clicking below:

 

 

 

 

How to Translate your Pricing Rules Into UPR

Unified Pricing Rules Translation Policy

Adomik has worked on dedicated processes & tools to translate your Pricing Rules into Unified Pricing Rules. These take into account the following best practices. Feel free to apply them for your own translation.

best-practices-for-migration-to-unified-pricing-rules-1

best-practices-for-migration-to-unified-pricing-rules-2

best-practices-for-migration-to-unified-pricing-rules-3

These are basic best practices, but there are also situations that are more complex to manage. These are listed in the following section.

Complex Situations

best-practices-for-migration-to-unified-pricing-rules-4

best-practices-for-migration-to-unified-pricing-rules-5

best-practices-for-migration-to-unified-pricing-rules-6

best-practices-for-migration-to-unified-pricing-rules-8

What to Do After The Migration to First Price Auctions?

After the migration to 1st price, when Unified Pricing Rules start to apply to your whole traffic, our 3 recommendations are: analyze, analyze and… analyze 🙂 .

And more specifically, in the short term:

  • Use the new (to be released in August, 2019) Google tools to analyze Bid data in order to understand where buyers are bidding and start to adapt.
    Try specifically to understand if buyers are decreasing their bids and CPM over time based on the value of your floors, if some of their campaigns stop buying on your inventory, if SPO is generating visible impacts…
  • When you get a clear picture… start to adjust your floors:
    Test floor increases where you see that bids are going down. Decrease floors where you see significant campaigns are cut off.
    Additionally, it might be useful to increase floors if they are too low compared to bids… to avoid “future” bid shading.
    You can also decrease your floors when you see high volumes of bids below the floor value… but beware of bid shading. Buyers might decrease their bids and your CPM will drop….

Note that Adomik has developed a methodology and tools to analyse and simulate the behavior of buyers, to predict the impact of a change of floor and compare your results to other Publishers on the market. Those tools are integrated into the Price product to help you optimize your UPR.

(Part 3 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 1 or Part 2 

Best Practices for Unified Pricing Rules. Part 2 of 3: General Recommendations

(Part 2 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 1 or Part 3

As part of its transition to unified first price auctions, Google is deprecating its Pricing Rules, that Publishers used to use to manage their floors in Google AdX, and replacing them with Unified Pricing Rules – “UPR”.

This change actually has much deeper effects on Publisher yield management and monetization than any other feature change Google has introduced in the recent past. This blog series aims to guide you through the migration from Pricing to Unified Pricing Rules, and also help you keep control of your revenue after the transition. 

We will publish the third article of the blog series soon. Meantime, you can directly download the complete white paper with the three articles by clicking below:

 

 

 

 

Adomik General Recommendations on Unified Pricing Rules Management

Generally speaking, UPR, as formerly with Pricing Rules, are the main tool to rely on in order to manage your yield. UPR thus have to be managed with a “floor philosophy” that does not really change.

Floor Management Philosophy

As a Publisher, you should use Unified Pricing Rules for 2 purposes:

  1. Adapt the pricing of your inventory based on its value (= leverage your strengths)
    If you have an audience/ inventory that is highly attractive to some demand, make sure to reflect that in your prices. As an example, if your inventory delivers high value to “Automotive advertisers”, increase your prices specifically for them. This is really important in 1st Price Auction (1PA) because buyers will activate bid shading algorithms… or buyers will take advantage of low prices.
    Still, always keep in mind that Open Auction is just one channel among others (PMPs, PGs, Direct IOs), so make sure to keep differentiated prices between OA (i.e. UPR) and other channels depending on the value / service that you offer to demand on each of these channels (as an example: do not increase your UPR prices above your preferred deals prices…).
  2. Optimize yield: after the move to UPR, you should continue to optimize and fluctuate floors in UPR in order to generate the best revenue in OA, based on seasons, days of the week, active OA campaigns, bid shading, etc. In short, “traditional” yield management remains useful… but also more complicated because in 1PA the effect that floors have on revenue is less direct. Please refer to our 1PA white paper.

Having said that, it might be complicated for you to transition from existing Pricing Rules to UPR. Our simple recommendation is to start with a “translation” of those Pricing Rules into UPR.

Best Practices to Apply When Generating the 1st Set of Unified Pricing Rules

The obvious starting point for designing your 1st set of UPR is your existing Pricing Rules.

When Google migrates to 1PA, buyers will move from 2nd price to paying their bid value and Google will activate its own bid shading mechanism. The first weeks after the migration will probably be complicated for the buy side as a result. Buyers will probably “suffer” changes of CPM and margin, modifications of campaign allocation between SSPs, impacts on their SPO strategy… If on your side you decide to change all your floors, things will get even more complicated for them: changing the number of impressions they win, the performance of campaigns (CTR, conversions, etc.). This will create additional risks of “uncontrolled” reaction from buyers plus making it even more difficult for you to understand what is happening.

In short, our policy recommendation is to remain cautious & conservative at the start. The key recommendation is: try to stay close to your existing Pricing Rules floors.

So that when setting up your first UPR set, the question to consider is:

 

“How to translate my existing Pricing Rules into UPR”?

 

(Part 2 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 1 or Part 3

Best Practices for Unified Pricing Rules. Part 1 of 3: Differences Between Pricing Rules & UPR

(Part 1 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 2 or Part 3

As part of its transition to unified first price auctions, Google is deprecating its Pricing Rules, that Publishers used to use to manage their floors in Google AdX, and replacing them with Unified Pricing Rules – “UPR”.

This change actually has much deeper effects on Publisher yield management and monetization than any other feature change Google has introduced in the recent past. This blog series aims to guide you through the migration from Pricing to Unified Pricing Rules, and also help you keep control of your revenue after the transition. 

We will publish the second article of the blog series soon. Meantime, you can directly download the complete white paper with the three articles by clicking below:

 

 

 

Reminder – Main Differences Between Pricing Rules & UPR and Risks for Publishers

main-differences-between-pricing-rules-and-unified-pricing-rules

Main Differences Between Pricing Rules & UPR

Before we get started, here is a quick review of the main differences between old Pricing Rules and new Unified Pricing Rules:

  • UPR apply to AdX (“Authorized buyers”) and EB demand… plus Remnant “DFP”(DoubleClick for Publishers)line items… :
    • which means they apply to Header Bidding as a result plus mediation & backfill line items… while Pricing Rules only apply to “Authorized buyers”.
    • Still, if you include brand and/or size targeting into a UPR, please note that it will not apply to Remnant line items, which means it will not apply to Header, because GAM “does not know” what Brand and/or size is activated on the line item.
  • No buyer targeting
  • No “Anonymous” pricing – Branded & Semi-transparent only
  • Limit set at 200 UPR max vs. soft limit for Pricing Rules
  • No buyer/brand blocking option
  • No priority management – when multiple rules overlap the highest floor applies

 

Application scope of UPR compared to Pricing Rules

Application-scope-of-unified-pricing-rules-compared-to-Pricing-Rules
Source: Adomik Team of Monetization Experts

For Advanced readers: note that the floor of UPR will be shared with AdX “Authorized buyers” and EB SSPs within bid requests… but not with Header SSP partners who will then bid “blind” as a result.
Adomik recommends Publishers to use UPR rather than “Floor line items” in GAM to define their floor policy, so that floor values are properly shared with buyers (which is key for them to take it into account in their buying algorithm). For SSPs in the header, it might make sense to replicate some UPR floors into their console:

  • to inform them of the floors that are being applied.
  • to avoid creating “SPO” situation that are destroying value for the Publisher.

Risks for Publishers

Based on these differences, Unified Pricing Rules present 2 main risks for Publishers:

  • A risk of drop in revenue if they are not properly implemented: UPR could induce
    • a loss of programmatic revenue due to a “certain” loss of control in optimization ( typically anonymous revenue could take a hit, some optimization against dedicated buyers will not be possible, new floors could cut off revenue generated from low bids, etc.)
    • and a loss in remnant revenue (UPR can prevent Header line items from delivering).
  • A risk of “Bid shading”: Optimization is now on first price auction, no longer on 2nd price, so it requires dedicated optimization schemes to protect revenue from buyers dropping the value of the bids.

Properly setting-up and managing their Unified Pricing Rules is thus a key activity for Publishers.

(Part 1 of a 3 part series on Best Practices for Unified Pricing Rules) – Go to Part 2 or Part 3

Learn How Team Media Use Reconciliation Of Data Flows To Better Control Its Advertising Activity

French publishers joined our Paris breakfast in December 2018 to discuss challenges about data flow reconciliation during a panel with some of our French clients, including Team Media.

We interviewed Emilie Proyart, Head of Digital at TeamMedia, to understand more about how they use reconciliation of data flows to better control its advertising activity. Below you can find the video and the full interview.

For the occasion, Jean-François Bernard, CPO at Adomik, presented an analysis of the state of the French programmatic market that we wanted to share with you. Click below to download the full presentation.

 

 

Video

Emilie Proyart, Head of Digital at TeamMedia, 7th 2018, Paris, France

Interview

Adomik: How is the reconciliation of data flows used by your different teams to better control advertising activity?

EMILY PROYART: “We have a data mart project, which will be live in January, it will allow us to industrialize our data flows within a dashboard tool. This will be used primarily by our digital revenue teams to help us understand in an operational sense how our partnerships and our programmatic deals are working, how are our direct sales doing? what is our revenue per page? This will help us better respond to the needs of our publishers who are constantly seeking to have more data. And to better understand how their site is made by making better decisions on inventory data, since this data mart includes inventory data.

 

Adomik: What is the next step for you to go further and what advice would you give to those who wish to move in the same direction?

EMILY PROYART: ” The biggest step will be to optimize this data mart, to make sure that we’re satisfied with all of our partners and income streams. Sometimes a partner does not have an API yet, or some do not give full transparency on their data. Then beyond what we put in the data mart, more precisely, there are programmatic projects. We launched Header Bidding with Le Parisien in September, and we will need to have a deeper understanding how Open Auction Deals, First Look and all these SSP we will integrate fit together. That’s the first step. Then in the future, to go further in our understanding, I will need some market data, as with Sell for example from Adomik, and other tools in the Adomik Platform, such as Manage which may be very important to help us understand the programmatic business.”

 


The Adomik Breakfasts

Adomik breakfast is a meeting place for publishers who want to understand more about their stack. At our breakfasts we dive into the challenges about monetization management.

 

Adomik_breakfast

Adomik Breakfast Panel, December 7th 2018, Paris