Real-Time Real Talk: Video Buying 101

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“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad tech innovations.

 

In this edition of “Real-Time Real Talk”, we’ll be addressing some FAQs behind programmatic video buying so you can harness the power of – and avoid the confusion surrounding — this engaging marketing channel. To learn more, sign up for today’s webinar “Meet the AppNexperts: 5 Video Buying Strategies to Maximize Your Success in 2016”.

More people are watching online video than ever before. Why is advertising to them such a headache?

Good question. For starters, it can be extremely expensive. Part of this is simply due to supply and demand — video is a very attractive advertising medium, so publishers charge higher ad rates because they know brands will pay a premium for it. But on top of that, many media buyers are getting tagged with unreasonable mark-up fees from the platforms they use to run video campaigns. So instead of being able to use your marketing dollars to, you know, buy media, a huge chunk of your budget may instead be used to pad someone else’s profit margins.

The other big issue is how difficult it can be to integrate video into a multichannel campaign that also runs across mobile and display inventory. In order to make it work, you have to grapple with three different systems to set up your campaign goals, three different workflows to execute the campaigns themselves, and three different reporting interfaces to make sure you’re getting your desired results. Sounds fun, right?

I’ve heard a lot about these “pure play,” video-only platforms. Don’t they make it easy to run multi-channel campaigns?

This is true, but video-only platforms come with a host of other issues that make them unattractive, particularly when it comes to scale.

As the descriptor suggests, pure-play video platforms only see… video impressions. Because of this singular focus, it can be challenging – if not impossible – to build, maintain, and identify large behavioral segments because that requires a large traffic footprint across display and mobile. Additionally, working with a video-only provider can lead to campaigns suffering from a lower cookie match rate, which means you may only be reaching a portion of your intended audience.

And to top it all off, since they have a relatively small number of publishers to pull inventory from, prices wind up being artificially high due to a lack of competition.

What about “walled-gardens” like Facebook or Google? Some of them have pretty big audiences, right?

These platforms do have large audiences, but in order to benefit from their scale, you have to sacrifice control. For instance, if you want to run a video campaign inside a walled garden, you only have one kind of inventory to choose from, regardless of whether you think it’s the one that’s best for your campaign. Lack of control also extends outside the kind of inventory you want to buy; you could experience limited 3rd party ad serving, limited ability to use advertiser DMPs, and limited 3rd party verification.

This lack of control also makes walled gardens very costly. Since there’s only one publisher or network you’re buying from, you have no input on prices beyond deciding whether to take or leave what’s being offered to you. And of course, even without price controls, you’ll still have to pay a hefty fee just to get “behind the wall.”

This all sounds very frustrating. Is it even possible to buy video without driving yourself crazy?

As a matter of fact, it is. AppNexus Video allows you to deliver targeted campaigns to large audiences, without giving up creative control or paying through the nose for service fees or overpriced impressions.

With more than 8,000 servers around the globe, AppNexus Video offers incredible scale that provides 10x-100x audience reach over our “pure-play” competitors. This means that no matter how precisely you’ve defined your target audience, chances are you’ll be able to find enough of those people to meet your delivery goals. The size of our network fosters healthy competition that keeps prices reasonable and gives our business enough scale that we’re able to offer lower service fees than other DSPs. Overall, our customers report that AppNexus Video can save them 20%-30% of their media buy as compared with our competitors.

In contrast to walled gardens and video-only platforms, AppNexus is a truly open platform that allows you to choose between countless creative formats and implement the algorithms you’ve built yourself. We think of these proprietary analytics tools as our clients’ secret sauce, and there’s no reason you should have to throw away this competitive advantage just because you want to work with us.

Finally, our platform combines your video, display, and mobile buys into a single, user-friendly dashboard. A unified workflow also means you can more seamlessly manage frequency capping users across both video and display inventory, all within the same system. This way, you can manage an effective, multichannel campaign without the nightmare of jumping back and forth between nine different interfaces.

That sounds pretty good. Where can I learn more?

We’re glad you think so. AppNexus Video allows you to reach your desired audience at scale — without having to deal with excessive service fees, creative restrictions, or an unmanageable workflow. For more information about our inventory suppliers and how the platform works, you can check out this article by our SVP of Video Technology Eric Hoffert. And if you decide you’d like to get started, you can contact an AppNexus representative here.

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The Relationship with Your Tech Platform Might Be Due for a Checkup…

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If you’re a publisher wondering how to flourish in today’s ecosystem, chances are you’re searching for the right technology platform to partner with. Believe it or not, choosing an ad tech platform able to meet your business needs requires more than just running an Internet search. Here’s our take on partnering with a great ad tech platform: it should feel like working with a trusted health provider. You want someone who’s not only fearlessly transparent when it comes to informing you about the challenges you face, but someone with the requisite skills, tools, and technology to ensure you stay on top of your health over the long run. So here’s our question for you… does this sound like your current
ad tech partner?

To help you piece things together, we’ve developed a checklist of questions
that ought to help you see how your current provider stacks up to what
you should be getting – ideally – from a tech platform.

Click the image below to download the checklist.

Pub checklist

 

 


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The 4 Things You Need to Know About Header Bidding

Looking to implement header bidding, but not sure where to start? Well, you’ve come to the right place. Our quick-start guide is a four-step checklist that provides a broad overview of everything you’ll need to do to get up and running. Along the way, we’ll be dropping in links to additional resources that will help you iron out some of the finer details of implementation.

By following these directions, you’ll be well on your way to enjoying the unparalleled transparency and substantial revenue gains of true, holistic yield management. Ready? Let’s begin.

  1. Learn

As you prepare to embark on your header bidding journey, it’s important to first understand what header bidding is and how you can expect to benefit from integrating it with your website.

Header bidding (also known as “pre-bid integration”) is an inventory management strategy that allows the ad server to understand the value of inventory impression by impression instead of simply using an average. Using a piece of JavaScript, publishers send out a call to multiple ad exchanges asking them to bid on an impression before the ad is served. In contrast to the way a “waterfall” setup forces publishers to give priority to a single exchange, header bidding lets you see what every one of your buyers would be willing to pay for one of your impressions. This allows you to sell your inventory for its true market value rather than at a pre-established price floor, and drives up prices by increasing competition between your demand sources. In short, header bidding is a smarter way to monetize your inventory by allowing you to integrate with multiple programmatic companies.

To understand why header bidding was created and the problem it solves for publishers, check out the “Header Bidding 101″ Q&A on our website. Meanwhile, our SVP of Marketing Pat McCarthy wrote an article on Digiday with some useful tips on how to make your header bidding implementation a success.

  1. Assemble

While some of our peers like to say header bidding is as easy as adding a single tag to your web page, things aren’t actually quite that simple.

In order to make it work, you’ll have to put together a team that includes at least one skilled engineer capable of navigating what can be a relatively time-consuming set-up. This person will also likely help you measure performance, reduce latency, and optimize results once the set-up is complete. For a deeper dive into the in-house support you should have on-hand, this video from our AppNexus Publisher Forum is a great place to start.

And don’t forget, the ad-tech partner you choose can be extremely helpful — or unhelpful — when it comes to guiding you through the process. As a header bidding pioneer and the founders of the open-source Prebid.js JavaScript code, working with AppNexus means you’ll be in good hands from start to finish.

  1. Engage

The technology behind header bidding is fairly complex, but you’ll need to have a firm grasp of it in order to make sure things run properly. While this might sound intimidating, there’s no reason to worry — we’ve got you covered.

Our own Ben Kneen’s step-by-step guide to header bidding does a terrific job of breaking down the technical nitty-gritty of pre-bid transactions. And once you’re ready to get the ball rolling, our clients-only wiki page contains full implementation instructions.

  1. Follow

Header bidding is rapidly gaining steam among publishers. Stay up to date by keeping an eye on prebid.org, an educational site that offers case studies, data analysis and the latest news on any changes made to the pre-bid JavaScript.

Hopefully, these resources will help make your header bidding implementation as fast, easy and efficient as possible. If you have any additional questions, please don’t hesitate to reach out to your AppNexus representative. We can’t wait to hear from you!


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Real-Time Real Talk: PriceCheck 101

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“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad tech innovations.

 

No Header, No Problem. PriceCheck – a header bidding solution designed for mobile apps – is the answer to maximizing your mobile inventory.

In our last “episode” of Real-Time Real Talk: Header Bidding 101, we gave digital publishers some proven strategies to help drive their total revenue by partnering with multiple ad exchanges (rather than relying on just one). In this new piece, we’ll explore how mobile developers can start maximizing their revenues, too.

Is there a mobile equivalent to header bidding?

The short answer is yes. While the technology behind mobile header bidding is entirely different, the operating principle remains much the same. By adopting new mobile header bidding solutions like AppNexus PriceCheck into their software development kits (SDKs), mobile developers can now work with multiple mobile ad network partners, affording them greater insight and options on how to best maximize the total value of their mobile inventory. With the advent of solutions like AppNexus PriceCheck, the tables are swiftly turning. Mobile app developers can finally lay claim to fresh revenue streams that should’ve been theirs for the taking all along.

What are some of the monetization challenges mobile developers face these days?

Unless the app in question is for a longstanding company with a “built-in” audience, mobile app development can be a pretty tough business to be in. Like many of their peers in online publishing, mobile developers face a near-constant stream of obstacles as far as maximizing their digital revenue. While in-app advertising is a great way to improve an app developer’s chances at monetizing successfully, the current business model isn’t one that’s especially helpful to developers. Here’s the real catch: most app developers rely on a single mobile ad network to provide them with their creatives. This “arrangement” creates some major problems right away:

1. First is the concept of the ‘Black Box’. The way it works today is that most SDKs send impressions to mediation partners without knowledge of how much an impression is actually worth. In other words, it’s unclear just how much advertising spend is being cut by demand partners before the dollar reaches the end publisher. In addition, and much like the ad exchanges that digital publishers rely on traditionally, mobile ad networks tend to exact a heavy take rate not only on app developers serving ads, but also on advertisers bidding on impressions. Guess who ends up paying the mark-ups on all these costs? You guessed it: the mobile app developer.

2. The second issue faced is the latency of actually getting an ad to the end user. If there isn’t an advertiser willing to bid on an in-app developer’s available impression, the developer has to endure a process known as “waterfalling,” where other mobile ad networks get notified in hopes that a particular network will serve an impression. Waterfalling creates a problem known as latency, where the load time of the app slows down while it’s waiting for its ad to load. For mobile developers publishing apps, this is a problem of particular concern. Take game apps, for example. In-app game audiences aren’t particularly partial to waiting for an irrelevant ad to be served for their game to continue.

3.  The third issue is regarding the typical requirement and developer headache of integrating yet another software development kit, or SDK. No one wants to constantly worry about implementing third party code and the issues that could come with it.

 

Can PriceCheck actually solve these problems?

Absolutely. Here’s how:

1. By allowing multiple mobile ad networks to bid simultaneously on a sole impression, PriceCheck gives a mobile developer the luxury (some would argue the right) to see the true market worth of its in-app impressions. This sudden, newfound clarity lets a developer better determine which mobile ad networks will serve its interests rather than the other way around. Furthermore, PriceCheck more efficiently allocates inventory to the advertiser willing to pay the most.

2. PriceCheck greatly reduces the latency issues that come with in-app “waterfalling”. Rather than selling an impression to exchanges, PriceCheck lets multiple networks vie for the same impression at the same exact instant prior to an ad actually being served. PriceCheck also pre-caches creatives in the background and does not interrupt the apps workflow. Bottom line: ads are always ready without having to wait for the impression to pass down the waterfall.

3. Lastly, unlike a typical SDK, the PriceCheck module doesn’t duplicate code for components already installed and uses simple query strings to send ad requests and to pass results, eliminating set-up headaches for developers.

 

While the technology PriceCheck uses isn’t the same as header bidding per se, it has roughly the same effect for mobile app developers.

To learn more about AppNexus PriceCheck, check out some coverage by Adexchanger and reach out to your AppNexus representative today.



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Looking to Make a Career Change? Here Are 5 Tips to Help You Navigate the Process

Over the years I have listened to successful senior leaders reflect on their career paths and noticed one very common thread. In the moment their paths do not always seem clear, linear or to even make sense, but in reflection, each step created a building block to get them where they arrived today. If you told me 7 years ago that I would be working at my third company in a second career, I would have thought you were crazy. But here I am, and it does not feel as radical as it sounds. Here are five tips to help you start navigating a career change.

  1. Start with self-assessment

Before you can begin to formulate your next career move, it is helpful to first ask yourself some questions. What part of my job makes me most excited? What do I dread working on in my current role? Am I learning new skills and industry knowledge? Do I want to be at a large/mid-size/small company? Do I want to work with external clients vs. internal teams? Your answers to these questions begin to build your personal profile. Your profile is a living and breathing list that will always be changing, but it is a step in changing careers that should not be missed.

 

  1. Talk to family, friends, alums, the random person you meet in line at the coffee shop

With your personal profile in mind you can now start productive conversations about a career change. Try to find people in your network who have made a career change, who are in your current industry or the industry you are hoping to move towards. These conversations will be helpful in three ways:

  • You will gain a number of different perspectives that you may not have considered in your own personal assessment.
  • The idea in your head is now real! Your close network will know you want to make a change and start thinking about you when they hear about new roles.
  • These conversations will be the first time you are verbalizing your idea for a career move. As you continue to speak with your network, your idea will begin to crystallize into a strategic plan.

 

  1. Skills are transferrable

With the support of your personal profile and network, you are now ready to start looking at new roles to make the change. As you explore, you may find yourself growing discouraged by years of experience and skills requirements specified in job descriptions – but you shouldn’t be. You come with a whole set of previous experiences and capabilities, and odds are your skills are more transferrable than you think! Take a couple of minutes to strip away the specifics of your current role and think about your core skills. Do you work with a number of different teams? Are you an excel expert? What is your communication style with internal and external clients? Do you have leadership experience in college or an informal mentoring program for new hires? If you are struggling to focus on your core skills, reach out to your network. You may not realize that you are an excellent communicator until someone points it out to you.

 

  1. Your resume is dynamic

Your resume is the first impression you are offering a potential employer. It is the best tool you have to showcase your skills, your background and your intent for wanting this specific position prior to an interview. That said, your resume should be a dynamic document. Tailor your resume to each role, company and industry that you are exploring. Taking the extra time to customize your resume will show your dedication to researching the position, while also highlighting how your skills translate. Lastly, consider including an objective, which can help frame your experience for the potential employer to understand that you want a career change.

 

  1. WWED – What Would Emerson Do?

In the words of Ralph Waldo Emerson, “Nothing great was ever achieved without enthusiasm.” A career change is scary, but also exciting. Don’t be afraid to show your passion for your new career. Career changes take a lot of time, thought and energy. Sharing your personal journey to a potential employer shows your dedication, interest and enthusiasm for the new road ahead.

 

About the Author: Clare joined AppNexus as a Recruiter in March 2015.  She supports hiring for our Services, Legal, Finance and Operations teams.  After graduating from Williams College, Clare started her career as a planner in the fashion industry before changing her career path to recruiting.  When not hiring the top talent for AppNexus, Clare loves morning runs, iced coffee and spending time at the Jersey Shore.

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Real-Time Real Talk: Header Bidding 101

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“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad tech innovations.

 

Header Bidding is a smarter way to monetize your inventory by allowing you to integrate with multiple programmatic companies.

Alright, what’s the issue here?

In digital marketing, it’s common practice for a publisher to use a single ad exchange as the primary source for its advertising creatives. At first, this kind of arrangement might seem like a pretty good deal. After all, using a single exchange lets a publisher monetize monthly ad revenue in a manner that’s both easy and relatively profitable. All a publisher needs to do is prioritize serving ads that their ad exchange provides them with, and collect a monthly check for a job well done.

But by agreeing to work with one principal ad exchange, publishers don’t fully realize they’re making a series of concessions:

  • Firstly, a publisher grows highly dependent on a single ad exchange for its main source of premium creative inventory.
  • Secondly, ad exchanges exact a varying take rate not only on publishers who want to serve ads, but also on advertisers who want to bid on those impressions. As a result, a publisher’s ad revenue can get snipped away until there’s little left to monetize.
  • Finally, and as if these two first problems weren’t enough, if there isn’t an advertiser willing to bid on a publisher’s available impression, that publisher then has to endure a process known as “waterfalling,” where other ad networks get notified in sequence – one after another – in hopes that one of them will serve an impression. Meanwhile, the publisher’s website experiences a problem known as “latency,” the slow-load time it takes while searching for an impression to be served. Latency increases the likelihood that impatient, would-be users migrate towards other, faster websites – not the ideal situation for the publisher.

In sum, while it may seem like a good idea at the time to set up with one sole ad exchange, arrangements like these leave publishers shortchanged on access to relevant creatives, overcharged in terms of revenue, and faced with potentially slow latency speeds.

Got it… so what can we do about it?

Fortunately, there’s a strategy known as header bidding that allows publishers to get around all this. By adding a snippet of JavaScript to their website, a publisher can use header bidding to alert multiple exchanges that an impression on their site is available to be served. Furthermore, it alerts these different ad exchanges simultaneously so they’re bidding for the same impression at the exact, same instant.

Header bidding has three main benefits for a publisher:

  • By allowing multiple ad exchanges to bid on a sole impression, the publisher has the freedom to see the true market value of their inventory. This freedom gives a publisher greater insight as to the exchanges it should conduct its business with.
  • It lets the publisher determine the market value of its impressions, thereby giving the publisher control in determining the header-bidder that wins the impression (i.e. the ones willing to bid the most on impressions). If you want to get technical, see how this is done.
  • It greatly reduces the latency issues that come with traditional “waterfalling”. Rather than taking the long way in trying to sell an impression to exchanges, header bidding allows multiple exchanges to bid on the same impression at the same exact instant prior to an ad actually being served.

Sounds promising, but how does it work?

Prebid.js is the JavaScript that makes it easier for a digital publisher to work with multiple header-bidding partners simultaneously. While Prebid.js takes longer to implement than simply opting to do business with a single principal ad exchange, this 100% free and open-source JavaScript is well worth the few extra hours – not weeks or months – of setup time. The long-term benefits to setting up Prebid.js are substantial. Prebid.js lets publishers monetize their inventory by ensuring that multiple header-bidding partners can bid for an ad. It also enables each bidding partner to have a fair and free-market shot at bidding on a publisher’s available inventory. Moreover, it doesn’t slow down the publisher’s site as it loads, and simplifies the setup work for the Ad Ops team.

Even if the Prebid.js code isn’t vendor specific, when installed correctly, it can be the ultimate game changer (and life saver) in helping a digital publisher to monetize their website – and grow their business.

You can also check out our latest post on Digiday, Ditching DFP: 3 tips for publishers using header bidding.

 


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2015: The Ad Tech Charts, Stats, and Numbers You Need to Know

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Download the AppNexus 2015 Top Stats Whitepaper

 

2015 was a year of sweeping changes for advertisers, publishers, and ad tech companies alike. When it came to mergers and acquisitions, we saw our industry consolidate itself at a pace that is almost certain to accelerate. We witnessed the growth of programmatic advertising across all global sales regions — and noted a marked increase both in total spend and in total revenue across those various sales regions. We also identified important challenges to online advertising, issues that range from video latency to the widespread adoption of ad blocking technology. These are hurdles that we believe should be addressed both thoroughly and wisely during the course of 2016.

Surely one of the larger stories to emerge from 2015 is the unmatched growth rate (and profitability) of programmatic advertising across all major global sales regions. Not only are marketers catching on to the fact that more and more people are spending their time online rather than in front of televisions, but marketers also seem to be putting their money into courting this audience in a variety of formats including display, video, and native. Buyers and sellers also seem to be discovering the popularity of mobile as a marketing platform and directing their ad spend accordingly. That being said, the vast potential for mobile still dwarfs the number of dollars marketers seem willing to spend on it (at least for now). In the meantime, we expect that global advertising revenue is set to increase to a staggering $513 billion during the coming year.

In light of these developments and many others, we at AppNexus have compiled a definitive guide of essential ad tech charts, graphs, and stats covering 2015. Whether you use this information for purposes of organizational strategizing, marketing analysis, or improving your presentations and pitch-decks, our hope is that those who study it carefully will come into 2016 with a distinct competitive advantage over their peers. Browse these pages and take a look for yourself!

Download the AppNexus 2015 Top Stats Whitepaper

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Inventory Quality: How AppNexus Transformed the Digital Marketplace

Download the whitepaper today.

As part of our Inventory Quality (IQ) initiative, a team of AppNexus data
scientists, the Signal Intelligence team, spent nearly a year meticulously
analyzing and synthesizing signals on the AppNexus platform. In collaboration
with other partners in the digital advertising space, including Google,
DoubleVerify and other major cyber-security companies, the team was able to
discern one of the essential and most pervasive causes of invalid traffic in
online advertising – namely, reselling and arbitrage, which provide a systemic
means to launder low-quality and invalid inventory.

AppNexus has since introduced and strongly enforced a policy that requires
sellers to only sell inventory that they have bought directly from a publisher.
In effect, this new policy ends the long-standing practice by which networks
and SSPs arbitraged a single impression multiple times. This new policy
resulted in a massive overhaul of platform-wide inventory quality, which
removed over 35% of impressions from our platform.

Prior to the full implementation of IQ, approximately 97% of all platform spend
was delivered on about 37% of impressions seen across the entire platform.
Furthermore, 65% of that spend was conducted in a white-listed environment,
meaning a de facto premium marketplace. In summary, while a more than
35% reduction of impressions seen across our platform may sound substantial,
the inventory that AppNexus pulled off its platform as a result in IQ actually
amounted to a mere 3% in total spend.


Download the whitepaper which explores the effects on the AppNexus ecosystem caused by the rollout of the latest wave of IQ, which we refer to throughout as either IQ.

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AppNexus Q1 2016 Whitepaper: Don’t Let the Ball Drop after New Year’s

Everything you need to know to have a successful Q1. Download the Whitepaper.

For our latest quarterly whitepaper, we’ve taken a slightly different approach and examined trends around specific moments in Q1 that could stand out as great buying opportunities. The findings? Q1 is chock-full of major events in the U.S., from New Year’s Day through March Madness. However, not every event is an opportunity in our marketplace…yet.

In the following Q1 2016 Whitepaper, we examine events across Q1 and provide insight as to whether we believe those events should be considered opportunities for buyers and sellers.

Download the Whitepaper today.

superbowl Q`1

 

superbowl Q`1

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Meet the AppNexperts: Viewability

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(This is the last in a four-part series of blogs that examine AppNexus’ role in eliminating invalid traffic from our platform).

Pundits (and visionaries) near and far have been predicting it… 2016 will be the year that digital advertising spend surpasses television ad spend in North America, and that it will push past television in other global markets in the near future as well. As early as August of this year, eMarketer estimated that Q4 ecommerce sales this holiday season would probably account for $79.4 billion in total global sales revenue, a monumental 8.3% increase from last year’s sales figures. If these estimates prove accurate for programmatic advertising, then what’s not to celebrate this season?

While there’s every reason to cheer the year-after-year rise of our industry, marketers need to keep in mind that there’s a Grinch in their midst; one who’d like nothing more than to pull the plug on their honest profits: namely, the trafficking of invalid inventory. In the first three episodes of this four-part series, we’ve explored some of the principal ways that invalid inventory takes a bite out of the profits of digital marketers, and how AppNexus has made it a part of its mission to reverse the spread of invalid inventory.

But the AppNexus vision of inventory quality goes further than removing invalid traffic. According to Laurent Nicolas, co-founder of Alenty and VP of Product at AppNexus, the decisive way for programmatic advertising to ensure its inventory quality over the long run is to integrate viewability measurement into the heart of the digital marketplace.

Laurent offers a succinct overview of how AppNexus’ new ad viewability solution works: the instant an ad is served to someone using a given display or mobile device, the AppNexus platform serves its own piece of technology that looks at the actual, real-time viewability of the ad on the device being served to. This is measured in a number of ways, including examining the visibility of the browser, the visibility of the tab, the position of an ad on the page, and the position of the scroll bar. As Laurent quips precisely, “If [an] ad is down the page and nobody sees it, it’s useless.”

After the acquisition of Alenty in June 2014, it took a mere nine months to integrate the company’s viewability technology into the AppNexus platform. The benefits of incorporating Alenty’s technology into the AppNexus platform are triple-fold. The first benefit is that viewability can be set up in an easy, automated, plug-and-play manner. This eliminates all manual tasks and any risk of human errors. The second benefit is even more important: ad viewability is provided as a free service. And finally, a buyer isn’t simply able to measure ad viewability — he or she is able to act on that information and optimize accordingly. In essence, buyers benefit from the platform trading capabilities, such as only paying for viewable impressions.

Given how many millions of dollars that buyers spend on digital inventory, the benefits of a fully viewable marketplace are clear as day. In the push-and-pull frenzy of the Q4 holiday buying season, marketers need to ensure their campaign dollars are spent on actual brand exposure to actual, potential buyers. For the sell-side, there’s a win factor as well: sellers can gain access to more premium demand from buyers as well as better value for their viewable inventory.

With its new viewability technology, AppNexus has created a marketplace based on trust and direct cooperation between buyers and sellers. Unlike the “black box” solutions of some of the other major ad tech providers in the world, AppNexus’ viewability technologies provide for a transparent, neutral, and safe “forum” to conduct business without any need for second guessing. In fact, Laurent foresees an era when the ad tech industry adopts the same measures AppNexus has already implemented. The question, then, for marketers is how long they will let a Grinch stand in the way of doing business in a free and fair way.

 


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