Categories
October 4, 2017
Taking the Leap to a Unified Market

By: Maggie Neuwald — VP, Enterprise Accounts at MediaMath

Header bidding has been an exciting development on the demand side. It unlocks many more premium supply deals, allowing for full-funnel customer management with clients and stimulates greater budgets flowing to publishers. Publishers also benefit from the additional control they get by being able to enable more 1:1, premium deals, programmatically.

So why change a good thing? What’s the benefit of moving to a server-side solution, which sounds complex and nascent in the current space? There are a few good reasons why it might make sense for publishers to take such a leap.

There are obvious efficiencies on both the demand and supply side from having a single, server-side solution in place. A DSP won’t have to submit the same bid to the same SSPs, all of which are then submitting final bids to the publisher, increasing costs substantially. And, even more importantly, it would create a unified auction for publishers... But is this 10+ years in the making? A unified marketplace would result in the highest yield for an impression, versus an unconsolidated second-price auction approach across multiple partners. It would also reduce browser-based header bidding page load times, increasing site views, customer satisfaction, and online sales.

There is even greater opportunity on both the demand and supply sides, if done properly through a publisher market consolidator. (PMC? – No, I won’t go there. Much too complicated a name, anyhow.) But - it requires a different type of company than the SSPs of today.

The concerns with a server-side approach are losses in match rates, a lack of transparency on auction mechanisms that ensure fairness, and the requirement of SSPs to trust such a partner. While these are hard, they are solvable if the opportunity is large enough. Let’s look at each of these points in more detail:

  1. Match Rate Loss – Yes, it takes some time to increase match rates, but it is achievable. We have match rates upwards of 90% with many partners today. But, the real opportunity here is to leapfrog cookie-based match rates. We should match based on people rather than devices. By partnering across DSPs, a single auction consolidator, and SSPs, we could as an industry provide a real, open alternative to the closed marketplaces and walled gardens that depend heavily on their proprietary user graphs to show value to advertisers.

  2. Transparency and Fairness of Auction Mechanisms – This is where a new type of entity would need to emerge, which would need to provide transparency in its auction mechanisms, as it would be imperative to the success of such an initiative. Publishers may feel a bit jaded about this (i.e., the promise of insights from exchanges have not fully come to fruition), or may only be concerned with the final CPM provided. But, publishers can and should think about how this ultimately benefits them and can work to demand it from such a partner.

    In addition, browser-based header bidding, and using multiple partners, both add to the issue of lacking insights. SSPs don’t see or understand what is happening within the browser, and also can’t see what other partners are doing, whereas a server-side solution across all partners would make it easier to understand what exactly is happening in terms of bids and final yield. 
  1. Will SSPs Get on Board? – This might be the highest bar as it requires a sort of co-opetition. The challenge can be obviated somewhat if an entity is truly acting as a pure, consolidated pipe for a unified auction (think: tech fee). If it is truly a better solution for publishers (and there is a player that is truly transparent around their auctions and hence qualified to be an objective bystander) SSPs may have to work very hard to offer a better solution.

Lastly, to address the, “What if there are still multiple providers of such a solution? Would we end up in the same situation as today?” concern: If the opportunity is real and large enough, multiple providers will begin offering this. That’s fine, as long as you choose one that best meets your needs. We’ve come a long way in terms of the benefits of consolidating under a primary partner on the demand side. And ultimately, the control is within your hands, publishers, to reap the benefits of a similar approach.

---

Maggie Neuwald — VP, Enterprise Accounts at MediaMath
Maggie Neuwald has spent the past 11 years of her career in AdTech/MarTech programmatic technology and services. At Right Media, the first industry ad exchange, and Yahoo, Neuwald consulted with agencies to build the first trading desks in the industry, and the largest advertiser in the world to build an in-house tech direct programmatic strategy. Neuwald then became the product lead for [X+1]'s DSP and Multi-touch attribution product suites (eventually acquired by RocketFuel). Following that, Neuwald lead product marketing, including sales enablement, primary research/case studies, and analyst relations for TagMan (eventually acquired by Signal), which provided tag management and multi-attribution solutions, also serving on an IAB best practices committee. Currently Neuwald is VP, Enterprise Accounts at MediaMath, working with large, strategic clients to consult and activate their programmatic strategy.

DigiDay
January 16, 2018
‘We get audience data at virtually no cost’: Confessions of a programmatic ad buyer

Publishers have lost control over their audiences because advertisers can pluck information about users from ad exchanges without ever paying for the data.

The post ‘We get audience data at virtually no cost’: Confessions of a programmatic ad buyer appeared first on Digiday.

DigiDay
January 15, 2018
Digiday Research: Publishers warm to GDPR benefits

Marketers expect the GDPR to improve the quality of data collected from consumers.

The post Digiday Research: Publishers warm to GDPR benefits appeared first on Digiday.

Clearcode
January 15, 2018
Clearcode’s Top AdTech & MarTech Posts Of 2017

2017 was certainly a very busy year for the AdTech & MarTech industries. The headlines were populated by topics like AI, acquisitions, consolidation, and header bidding, but by far the most shared and commented topics were (and will arguably be in 2018) the European Union’s General Data Protection Regulation (GDPR) and the importance of data ownership.

The post Clearcode’s Top AdTech & MarTech Posts Of 2017 appeared first on Clearcode - Enterprise-grade Software Development.

Business Insider
January 11, 2018
What you need to know in advertising today

22-year-old YouTube star Logan Paul's next movie — which was supposed to debut on the platform's YouTube Red subscription service — is getting put on hold, following Paul's posting of a notorious video featuring a dead body.

Paul has also been dumped from Google Preferred, the highest-tier advertising program available for YouTube content creators to monetize their videos. Google Preferred "aggregates YouTube top content into easy-to-buy packages for brand advertisers," according to the site's FAQ. 

To read more about Paul losing his business deals, click here.

In other news:

JPMORGAN: Amazon's ready to take on the Google-Facebook duopoly in advertising. Amazon's ad revenue could reach $4.5 billion in 2018, according to an analyst note by JPMorgan.

"We're ahead of the curve": WWE's marketing chief says the wrestling brand is already where ESPN wants to be in terms of building a data-driven streaming service. The wrestling brand has had to ramp up its data chops to better its programming and sell merchandise.

The woman who started a Google spreadsheet of media men accused of sexual misconduct has outed herself. Moira Donegan has identified herself as the creator of the spreadsheet of sexual misconduct allegations against men in publishing and magazines.

Vox Media voluntarily recognizes employee editorial union. Vox joins several other digital media companies who have unionized over the past several years.

Facebook is testing a new section of its app called "Today In", which promotes local news and events, reports Recode. Facebook is using machine learning to surface content in six test cities in the US.

Top Fox News D.C. reporter James Rosen left network after harassment claims, reports NPR. According to Rosen's former colleagues, he had an established pattern of flirting aggressively with many peers and had made sexual advances toward three female Fox News journalists.

Amazon has opened up its virtual Dash buttons to third parties, who can implement the re-ordering buttons on smart devices with screens, reports Venturebeat. The virtual buttons let you re-order goods, just like the physical versions.

Follow us at @BI_Corporate   to be among the first to hear about news and updates from Business Insider. 

Also, sign up for the Executive Summary , a new biweekly newsletter that brings the latest marketing news, trends, and company updates straight to your inbox.  

Join the conversation about this story »

NOW WATCH: An exercise scientist reveals exactly how long you need to work out to get in great shape

Marketing Technology Insights
January 10, 2018
InMobi Acquires AerServ for $90 Million to Create World’s Largest Programmatic Video Platform for Mobile Publishers

Deliver Next-Generation Mediation Capabilities And Offer High Impact Mobile Video, At Scale, While Providing The Greatest Level Of Transparency & …

The post InMobi Acquires AerServ for $90 Million to Create World’s Largest Programmatic Video Platform for Mobile Publishers appeared first on MarTechSeries.