Leading the Automation of Advertising The Exchange API Your Name here…
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Transcript of Leading the Automation of Advertising The Exchange API Your Name here…
The Problem
• Every seller has under-monetized inventory
• Demand for every impression exists in disparate systems
• Fragmented landscape causes sub-optimal inventory allocation between demand sources
• Revenue is not maximised
Ad Server Exchange
Direct Buy
Direct Buy
Direct Buy
Direct Buy
Buyer Buyer
Buyer Buyer
Buyer Buyer
Buyer Buyer
CPM
$21.00
$12.50
$8.50
$5.00
$1.20
$0.75
Hundreds of DSPs
Thousands ofBuyers
Top Brands from Around
the World
Conventional Solution
• Exchange tags trafficked in the primary ad server at mid-low priority with a fixed CPM
• Exchange tags can deliver a wide range of values
• Aggregation of demand causes sub-optimal yield and revenue generation
• Passbacks cause:• Latency• Discrepancies• Loss of data
Ad Server Exchange
Direct Buy
Direct Buy
Direct Buy
Direct Buy
Buyer Buyer
Buyer Buyer
Buyer Buyer
Buyer Buyer
Tag-Based Call
Passback
CPM
$21.00
$12.50
$8.50
$5.00
$1.20
$0.75
A Superior Solution: Rubicon Project’s Exchange API (XAPI)
• Integrates ad servers with Rubicon Project’s Seller Cloud and underlying unified advertising auction
• Offers direct API access to the hundreds of bidders in the global exchange (representing tens of thousands of buyers)
• Increased revenue and yield through optimal allocation of direct and indirect demand
• No passbacks:• Reduced latency• Reduced discrepancies• No data loss
Ad Server Exchange
Direct Buy
Direct Buy
Direct Buy
Direct Buy
Buyer Buyer
Buyer Buyer
Buyer Buyer
Buyer Buyer
A Superior Solution: Rubicon Project’s Exchange API (XAPI)• Offers a single point of integration• Accesses all major global demand sources• Supports mobile app, mobile web, display and video• Offers support for Deal ID• Based on OpenRTB 2.2 with many shared elements• No costly development and infrastructure overhead
Coming soon• Support for automated guaranteed deals• Delivery pacing capabilities: XAPI will mitigate the risk of under-
delivering on campaign commitments by observing a direct campaign’s progress against goals
6 5
4321
How It Works
Seller’s Property Ad Server
Adserver Tag or
SDK on property
Buyer
Buyer
Buyer
Buyer
Campaign
Campaign
Campaign
Tag or SDK calls
Adserver
Ad server serves the ad
Ad server assesses campaigns and available CPM Ad server calls Rubicon
Project including a floor price for the impression
& user information
If the auction clears above the floor, Rubicon Project will pass on
the ad tag. Otherwise, no-ad response.
Rubicon Project runs the auction, including
all global buyers
Why doesn’t everyone build their own Exchange?
The automation opportunity is clear: • Demand integrations and critical
mass are hard to reach• Budget tends to go to the major
exchanges; buyers need to prioritize their energy
• High engineering build and maintenance costs
• Ongoing infrastructure costs
Global RTB Spend 2012-2017 ($Bn)
CAGR
= 57%
Integration Requirements
Candidates• Commercial ad servers• Publishers and app developers with
proprietary ad servers• Sales houses/Rep firms with
proprietary ad servers
Requirements• High quality inventory only• Candidate MUST control the source
code of the adserver• Integrate with the Exchange API as
server-to-server protocol
Implementation
Step 1
Provide a list of apps or domains with volumes for inventory quality
review
Step 2
Exchange API documentation
issued
Step 3
LOI Signed
Step 4
Rubicon Project integration team
assigned
Step 5
Contract & Onboarding
Step 6
Integration with Exchange API
Introducing Exchange API (XAPI)
WHAT: A new API from Rubicon Project for ad server providers and sellers that have their own ad servers
WHY: A better way to optimize yield across sellers’ inventory• Leveraging our technology platform to
drive maximum competition for each impression
• Integrating with all ad servers in an automated fashion
AuctionsBoth Real-Time Bids (RTB) and Static Bids
Sellers
Ad S
erver P
rovide
rs & S
ellers W
ith C
ustom
Ad
Se
rvers
Exchange API
Automating advertising for agencies, DSPs and Ad Networks worldwide
70+Agency Trading Desks
100,000+ Advertiser Brands
140+DSPs
300+Ad Networks
Introducing Exchange API & Orders API
WHAT: Two new APIs from Rubicon Project for ad server providers and sellers that have their own ad servers
WHY: A better way to optimize yield across sellers’ inventory• Leveraging our technology platform to
drive maximum competition for each impression
• Integrating with all ad servers in an automated fashion
AuctionsBoth Real Time Bids (RTB) and
Static Bids
Exchange API
Sellers
Ad S
erver P
rovide
rs & S
ellers W
ith C
ustom
Ad
Se
rvers
Orders Platform (direct order automation)
Orders API
Why doesn’t everyone build their own?
A fully integrated exchange• Call the marketplace directly with zero
waste: no passbacks or klunky set-ups• Optimal allocation to make the most of
top-tier indirect demand and private marketplaces, while still honoring direct sold commitments
• A built-in 100% fill solution for unsold inventory
• Integrations with all major demand sources
• Out-of-the box support for private marketplaces
• Emerging support for automated guaranteed
• Superior monetization!
Why doesn’t everyone build their own?• Demand integrations and critical mass are hard to
reach• Budget tends to go to the major exchanges,
buyers need to prioritize their energy• RTB is development and operations-intensive, a
major investment
Build Your Business With the Orders API
Participate in move to direct order automation for both guaranteed and non-guaranteed orders
Make it easy for your sellers to: • Be discovered by new advertisers• Increase competition for their impressions• Create scarcity around their inventory• Streamline Sales Operations processes• Cut down on Sales team’s phone calls, emails, manual RFPs
and spreadsheets• Package inventory to make it easier to find and easier to buy• Automated Reporting• Automated Billing• Eliminate back-office inefficiencies
“We want to automate whatever we possibly can in the buying process –
not just because the industry desperately needs to have it done, but because the
move to automation allows for much more investment in higher-touch, higher- value
engagement with media owners.”
- Matt Seiler, CEO, IPG Mediabrands