Spolecznosci.pl is one of the top social media ad networks in Poland and includes over 40 leading social media publishers. The network reaches 11.5 million unique visitors and generates almost 2 billion impressions monthly.

40 leading Social media publishers

2 billion ad impressions per month

Publisher and Solution

Customer case study

Smart Adserver RTB+ increased Spolecznosci.pl’s win price by 220%

Challenge Spolecznosci.pl offers FF, CPM and CPC campaigns, contests, emailing, video and mobile. The company decided to start using programmatic  in early 2014 in order to generate additional revenue. Objectives •  Increase monetization with new demand sources •  Reach high CPM for programmatic sales •  Avoid pass back costs and discrepancies •  Get a granular level of control to avoid the risk of sales channel cannibalization

Solution Smart AdServer RTB+ overview Smart AdServer RTB+ is fully integrated into the ad serving platform. Programmatic buyers can reach the right user in the right place, at the right time and assign an individual value to a particular ad impression. The platform delivers the scale and efficiency needed to effectively match buyers and sellers and boost eCPM. Sellers can manage all demand sources – direct, network and programmatic – from one interface, and make them compete for every single impression. This integrated approach ensures better fill rate, eCPM optimization and increased revenue.

RTB+ Integration in one click Spolecznosci.pl implemented Smart Adserver RTB+ at the beginning of 2014. As RTB+ is fully integrated into the adserving management platform, Spolecznosci.pl is able to: -  have their Smart Adserver-hosted direct campaigns compete with RTB+ partners for each available impression -  monetize their entire digital inventory through RTB -  benefit from holistic yield optimization to improve campaign performance Spolecznosci.pl activated RTB+ without having to update any applications or create pass backs. “Implementing RTB+ with Smart Adserver was very simple, fast and efficient. As we had prepared a list of display formats to be accessible for DSPs, the Smart Adserver team activated the RTB+ solution within one day” says Krzysztof Czok, Sales Director at Spolecznosci.pl.

Smart AdServer Integrated ad technology

Ad server RTB+

Holistic yield

optimizer

Inventory control Block lists and the possibility of setting up floor prices per site, per DSP, per advertiser, per location, per placement, etc. helped Spolecznosci.pl decide on precisely which DSPs and advertisers could bid on its inventory. This secured and optimized RTB+ environment made it possible to maintain control of prices, advertising and programmatic income by using precise, granular level settings. “It’s the perfect solution for providing liquidity and transparency to the online advertising market. RTB+ lowers the risk of potential cannibalization of Spolecznosci.pl’s direct sales and helps regain full control over Publisher inventory” said Tomasz Musial, Central Europe and East Regional Manager at Smart Adserver SAS. Revenue and win price maximization

Spolecznosci.pl initially set a global floor price for RTB+ buyers. Thanks to daily reports, detailed statistics on auction results, and price recommendation insights, Spolecznosci.pl was able to adjust floor prices per

advertiser, DSP, placement, and site. Theses actions increased average win price by 120-130% and even by

220% on an informational website for women. This consequently generated significantly higher revenue on a daily as well as monthly basis. Spolecznosci.pl was not only able to automate inventory selling, but also to optimize revenues by creating competition between their own direct sales and programmatic channels. The platform also enabled holistic yield optimization, ensuring the best ad allocation based on network traffic, pricing and guaranteed volume . “We are proud to have now worked for 4 years with such an important and reliable Partner as Spolecznosci.pl” said Tomasz Musial. “Spolecznosci.pl was one of our first RTB+ Publishers in the Central and Eastern Europe region, so we are very pleased with the RTB+ results that convinced Spolecznosci.pl’s to extend their visible inventory in programmatic sales”

average win price at one informational website for

women increased by 220%

increased business efficiency through automation and no pass back cost

over 1 billion RTB auctions per month

full control over inventory, pricing and advertising

global win price

increased by 130%

significant additional revenue

thanks to over 5000 real time inventory buyers in RTB+

Full control over inventory,

price and advertising

“WE DECIDED TO TEST SMART ADSERVER RTB+ BECAUSE WE WE WERE CERTAIN THERE WOULDN’T BE ANY

PROBLEMS WITH PASS BACKS, AS WE WERE USING SMART ADSERVER ADSERVING TECHNOLOGY. INTERNAL

COMPETITION BETWEEN RTB+ AND OUR DIRECT SALES CAMPAIGNS MOTIVATES OUR SALES FORCE TO SELL FOR

HIGHER PRICES, WHICH ALSO HELPS US ACHIEVE HIGHER WIN PRICES FROM RTB+”.

-- Krzysztof Czok, Sales Director at Spolecznosci.pl