past, present, & future of the ad server
TRANSCRIPT
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Past, Present, & Future of the AdserverTom Shields, SVP, Publisher Strategy, AppNexus & Co-founder, Yieldex
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LOOKING BACK
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NO COMPETITION
NO INNOVATION
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The Stagnant ADSERVER
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LONG LIVE THE ADSERVER
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Competition Drives InnovationUsing header bidding to drive revenue for publishers
Danny Khatib, Livingly Media
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CASE STUDY
NO COMPETITION
90% FROM AdXOF REVENUE
U N P R O F I T A B L E
COMPETITION
40% FROM AdX
OF REVENUE
P R O F I TA B L E
90% LIFT IN eCPMs
NO MATERIAL CHANGE IN UX
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Competition Drives InnovationUsing forecasting and analytics to drive revenue for publishers
Felix The, AppNexus
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DFP Publisher Ad Server Revenue Opportunity
DIRECT PUBLISHER FILL RATE DISTRIBUTION
SSP19%Unfilled
53%
AdX17%
Other SSPs8%
Direct13%
CASE STUDY
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DFP Publisher Ad Server Revenue Opportunity
43%
SSP1 BID
9%
SSP1BID & WON
CURRENT AD SERVER
HEADERBIDDING
CASE STUDY
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43%
SSP1 BID
9%
SSP1BID & WON
DFP Publisher Ad Server Revenue OpportunityCASE STUDY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1win-losedistributionbybidCPM
SSP1won SSP1lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1win-losedistributionbybidCPM
SSP1won SSP1lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1win-losedistributionbybidCPM
SSP1won SSP1losttohighersyntheticCPM SSP1lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1win-losedistributionbybidCPM
SSP1won SSP1lost
CURRENT AD SERVER
HEADERBIDDING
YIELDEX
Unfilled53%
AdX17%
Other SSPs8%
SSP19%
Direct13%
MANUAL OVERRIDE
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DFP Publisher Ad Server Revenue OpportunityCASE STUDY
Unfilled53%
AdX17%
8%
SSP19%
Direct13%
CURRENT AD SERVER
HEADERBIDDING
YIELDEX
MANUAL OVERRIDE
Unfilled45%
AdX17%
8%
SSP117%
Direct13%
FUTUREAD SERVER
Other SSPs
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AppNexus InnovationsOPEN DYNAMIC
ALLOCATION
• Transparently maximize yield across all demand sources
• One tag, one auction, across multiple formats: banner, rich media, native, and video
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AppNexus InnovationsOPEN DYNAMIC
ALLOCATION
• Transparently maximize yield across all demand sources
• One tag, one auction, across multiple formats: banner, rich media, native, and video
ACCURATEFORECASTING
• 95% accuracy vs 68% accuracy increases revenue
• Accurate forecasting reveals opportunities to reallocate inventory
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NEW!AppNexus InnovationsOPEN DYNAMIC
ALLOCATION
• Transparently maximize yield across all demand sources
• One tag, one auction, across multiple formats: banner, rich media, native, and video
ACCURATEFORECASTING
• 95% accuracy vs 68% accuracy increases revenue
• Accurate forecasting reveals opportunities to reallocate inventory
VIEWABLEGUARANTEES
• Forecast, schedule, and guarantee delivery of viewable impressions
• Satisfy buyers without operational overhead and risk
• Reduce the total number of impressions it takes to fulfill goals
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Decide.com and Wall Street Journal
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USER EXPERIENCE
REVENUEUSER EXPERIENCE
REVENUE
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LOW-VALUE USERLimited / no cookie information
HIGH-VALUE USERSmall business CEO; luxury auto intender
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LOW-VALUE USERLimited / no cookie information
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COMPETITION NO
INNOVATIONNO
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COMPETITION
INNOVATION
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WE CONTINUE TO DRIVE INNOVATION FOR PUBLISHERS
AppNexusIS IN THIS TO WIN IT