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IAB NZ

19/05/2016

Publift is AUNZ's fastest growing publisher consultancy representing more than 20 premium publishers. We specialise in remnant ad revenue optimisation and technical ad implementation. Publift help publishers grow their existing remnant ad revenue channels and introduce new products like native ads and programmatic solutions. The team are also specialists in ad server setup, training and ad operations workshops.

Colm: Thanks for the intro. Today, we are going to discuss a hands on approach to remnant ad optimisation. Anything that goes unsold. We are going to get into some detail. So, what I’d like you guys coming away with is a practical way of increasing ad revenue by getting different ad technologies technologies optimised.

We are going to show some learnings from one of our clients in Australia. Willyweather is Australia’s fastest growing weather site with over 2m UV’s per month.

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Agenda

Main Problem Areas for Publishers
Calculating Actual eCPM
Frequency Caps
Optimizing Ad Exchange
Reporting & Results
Summary

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Main Issues

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Solution

Vs

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Calculating Actual eCPM

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Calculating Actual eCPM

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Calculating Actual eCPM

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Dynamic Allocation in DFP

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Optimizing AdX

So the last 2 sections I covered improving network performance. Now I’m going to cover some ways you can increase your AdX revenue. Firstly I’ll talk about frequency capping other networks.

Frequency caps: is restricting the amount of impressions a user sees. This is a bit complex so please bear with me while I use my notes. We’ve tried to visualise the impact of using frequency caps. Along the bottom you have the impressions generated by a user.

The coloured bars show the bid that won the impression auction in DFP. Blue is AdX and red is Network A. The grey bar to the side shows the actual CPM paid by the winning bidder. For AdX the amounts are always the same thanks to Dynamic Allocation. For Network A there is a difference because the CPM you set in DFP is not a real-time price from Network A.

DFP think that network is paying a $2 CPM but actually as imps go further along they cannot reach this figure. AdX is not willing to beat $2 even though network is not paying $2.
From imp 14 there is no imps filled.
The gap between what DFP think the network paid and what the actual network CPM was

This is an example of a publisher not using frequency caps. They have set the CPM in DFP at $2 for Network A. Probably because this is the eCPM figure they saw in Network A’s account. All the red bars are set to $2.

Let me talk you through what happens as the user goes through the site. AdX recognises the first few impressions are the most valuable impressions and is willing to pay a high CPM to win the impressions. Through Dynamic Allocation in DFP AdX takes these impressions and pays the exact amount it bid to win the impression. After the 5th impression Network A begins to win impressions. Because there is no frequency cap on Network A they continue to take all the rest of the impressions the user generates. This is because AdX is not willing to beat a $2 CPM for those impressions. The grey bars indicate the price that Network A actually paid for the impressions. You can see after the 14th impression Network A doesn’t actually have any more ads to show so those impressions go unfilled.

The total value of these 20 impressions was 2.4 cents.

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Optimizing AdX

In this example the publisher is using frequency caps. For Network A the frequency cap is 5 impressions per user per 24 hours. For Network B it’s 4/24 and for Network C it’s 2/24. The impact of using frequency caps is the winning bid in DFP is much closer to the actual CPM paid. AdX is now competing with network at different levels and prices because of the limiting factor on imps served. Because Networks B and C also got to take later impressions it meant no impressions were unfilled.

What is the CPM that these are setup at in DFP? How do we allocate FC based on these imps? Can we describe the user journey here?

The value of this visit was $3.4 cents. Which doesn’t sound like much but it was 40% higher than the first scenario without frequency caps. So frequency caps can really impact your total revenue.

This is an example of a publisher spreading impressions across 3 networks using Frequency caps.

AdX is competiting at every different level besides at the start.

Ad network closing CPM value is close to the CPM setup in DFP meaning which means accuarte real time competition is taking place.

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Reporting

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Reporting

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Results & Analysis

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Summary & Hot Topics

Two most important numbers are Total DFP Imps & Total Net Rev. Nothing Else matters.
Use Frequency caps to limit impressions to networks.
Competition is key

Header Bidding

Private Marketplace Deals - Programmatic Guaranteed

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colm@publift.com

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