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New Data Connector Added: myTarget

Benefit more from myTarget data with the Adomik data connector. myTarget caters for advertisements on Russia’s largest social networks. It is a self-service ad platform run by  Mail.ru Group that covers 96% of the Russian market. Pairing myTarget to the Adomik Data Engine allows you to show more relevant ads based on user data from their social networks.

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.

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!

Filter your advertising data per agency, via the Buyer Holding dimension in Report !

The Buyer Holding dimension allows you to filter your advertising data aggregated, per agency of a large buyer corporation.

Now when you log into the Adomik Platform, you can breakdown revenue per sub-agency, a way of reporting advertising activities closer to your own internal organization.

  • Have a macro/micro view of your business per buyer.
  • Track objectives per agency
  • Have a wider view of your business, reflecting the way your teams are organized
buyer holding dimension in report
Buyer Holding dimension in Report

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.

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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

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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 

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

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