Publishers that use multiple-demand source platforms have many challenges, and among them are data aggregation of programmatic inventory. There is no single way to optimize programmatic inventory, mainly because not all publishers are working with the same demand sources. Each demand source partner may be using different platforms. Yet Publishers still need a clear view of the data and what it means for their business.
Understanding the most popular approaches for non-direct inventory optimization provides additional insight, as it offers a better understanding of which approach may fit your situation. Here are the nine common approaches for non-direct inventory optimization.
Finding the Right Approach
Data aggregation tools only come into play once a publisher understands what needs to be analyzed, but in some cases, publishers aren’t sure of what the best methods for optimization are. In fact, some aren’t aware that dimensions that work extremely well on one platform may be entirely unavailable on another. Yet getting this right is the key to success.
The optimizations listed below are helpful for increasing revenue by reducing inefficiencies across platforms and uncovering critical issues and discrepancies.
In addition, these methods provide additional insight into the programmatic business and how it can drive more indirect programmatic buys and provide an avenue for more direct-sold business. Here’s a quick guide to the variety of methods that publishers are successfully using for non-direct inventory optimization.
1. By Platform. Platform referring here to the different Programmatic Ad Servers. Creating a subtotal of all the programmatic revenue for each platform provides a quick and easy view to understand which platforms are the most profitable for your business. This approach is valuable for assisting programmatic traffickers to see if there are any glaring deficiencies in eCPM rates across the different platforms.
2. Partner by Deal. Most often used for troubleshooting and understanding whether a deal is working properly. This approach breaks down each “deal ID,” which allows publishers to view which partners are offering the most in programmatic deals.
3. Buyer by X (Ad Format or Device Type). Locking down the preferences of buyers into specific ad formats offers a better understanding of what audiences look like on open exchanges. However, not all programmatic platforms have detailed breakdowns of Device Type.
4. Advertiser by Buyer. Compiling this information can increase the understanding of which brands work with which advertisers, and how much money an advertiser is spending on programmatic. This could lead to an avenue of generating more direct sale revenue.
5. Ad Unit by Country. Ad units that get sold to open exchanges in other countries may have some additional optimizations especially if certain ad units have low eCPM or fill rates. This also allows a view into whether there are international revenue opportunities, especially for sites that have global demographics.
6. Device by Country. Device type dimensions help programmatic traffickers understand the audience that is viewing the ads in different countries.
7. Advertiser by Ad Format. Provides a view of what ad formats are highly sought after, which may open the door to direct-sold businesses.
8. Buyer by Ad Unit by Site. Offers a view of what ad units and what sites are in high demand. This may affect the way a trafficker would target these ad units to the buyers that compete with one another.
9. Header Bidding Implementations. Optimizations on header bidding are done at the line-item price level. Compiling eCPM rate information to compare against the line item price level can increase revenue by taking into account programmatic partners that may record high eCPM rates (which wins more bids) but low fill rates.
Specific Advantages: Ad-Juster Programmatic Reporting
Regardless of which approach you select, Ad-Juster is able to work with all of these cases. Ad-Juster programmatic reporting solution allows companies to recapture and maximize the value of each dollar spent. The technology works by pulling reports from dozens of third-party digital ad systems and then consolidating the various data into reports and live dashboards. This automation creates increased transparency, with capabilities such as:
Viewing revenue by platform. Data is ready to view 24 hours after adding log-ins.
eCPM by platform, advertiser, and more. Quickly view how your inventory is being purchased across many channels. Identify and close loopholes, allowing advertisers to pay less for inventory based on where they buy it.
Visibility of fill rate by platform. Prioritize partners by quickly viewing who is filling to maximize the yield.
When optimizing non-direct inventory, there isn’t a one-size- fits-all approach. Every digital publisher optimizes non-direct inventory its own way. However, with the above approaches in mind, Ad-Juster has built their dashboard to be as flexible and agile as possible to meet clients’ changing needs.