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Hey Jon,

In the last mail, we discussed about how to implement ad refresh and we closed off on a note that Google may not be the best choice for ad refresh.

So, today, we''ll discuss about :

Lesson 4 : Best Option to refresh ads

Now that you know Google offers ad refreshing, it's time to look into the next option.

b. Sell-Side Platforms:

As a publisher, you might be working with an SSP to run header auctions (If not, you should). At present, a few SSPs help publishers refresh their ads with the help of proprietary technologies. Similar to Google, they can refresh ads by measuring a set of on-page factors and browser events.

So, you can either partner with them [Sell-Side Platforms] or implement ad refresh with Google.

Remember we said Google isn't the best choice for ad refreshing? Here's why:

With Google, you can refresh ads based only on the triggers. And, that won't work for many publishers. Let's say your users stay on an article page for 3 minutes (avg.). Clearly, you can't utilize user trigger and event trigger in a typical article page. So, refreshing ads based on time interval is all you have left. This has proven to be ineffective for both publishers and advertisers.

How so?

The ads are being refreshed without considering many other factors. Even when the user isn't active on the page, ads will keep on refreshing after a minute. This means the likelihood of a user engaging with the ad is minimal. So, depreciated CPMs for publishers.

On the other hand, SSPs let you refresh ads only when the user has given an opportunity to view and click the ad. They do it by measuring various page-level events including scrolling, ad placement viewability, and other user activities. For instance, ads are refreshed when an active user has seen the ad for 60 seconds.

We''ll take a look at the best practices in the next email. Stay tuned!

Best,

Rasheed Ahmed,

Technology reporter & Digital marketer,

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

As you know what is programmatic guaranteed, you could've roughly pictured the working. Let us help you refine the sketch.

Lesson 2: How does it work?

First off, platforms handle programmatic guaranteed in their own way. The difference is going to be thin, probably. Here's the common theme that would help you to understand the working of PG.

Both publisher and advertiser have to negotiate and fix the specifics of the deal. Once it is done, publisher's ad server has to send bid request to buyer's DSP (demand-side platform) along with the deal-ID, whenever it finds the right audience.

DSP interprets the bid request and sees whether it is a match. Because of deal ID, DSP knows what price to bid. Apparently, it wins the impression if there is a cookie or device ID match.

As publisher's server does the job of finding the right audience, DSPs sometimes turn off their targeting filters and bids at the negotiated price whenever there's the right deal ID.

We missed something, didn't we?

Data Management Platform syncing. For all of this to happen, the publisher should sync its data management platform with that of the buyer. The syncing helps both parties to know the target audience to send a bid for.

Callouts

Buyer may not bid on all the bid request sent by the publisher, though there's a match. Some DSPs will signal the buyers whether they're on pace to meet the goal. If so, buyers can choose to pass the bids. So, publishers can't expect a 100% fill rate.

About Automatad

We help publishers to monetize their digital content

by offering programmatic monetization products:

HeaderBidding, AXT, GoogleAdX, PMPs.

Request a demo to learn how Automatad can help you.

Best,

Ramasamy Shanmuganathan ,

AdOps & Customer Success Manager,

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

How are you liking the Decode series?

I would love to know your thoughts on our Decode series so far. I know you have a busy schedule, but it would be great if you could take this survey and also let me know what you would like to learn next.

How would you rate the PMP and Deal Ids lessons from the Decode Series?

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2

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5

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Our goal is to create and share informative content that will help you get better results from your business.

With your help, we will be able to design a better learning series.

Cheers,

Vijay Ram,

Founder & CEO,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon

Here''s the latest from the Becoming series:

The Wall Street Journal

What happens when a publisher decides to put all of its content behind a hard paywall? And how do they attract millions of visitors every month when the whole Internet is crowded with free content.

This is what we had in our mind when we chose The Wall Street Journal for our Becoming series. The Journal is one of the leading publishing houses that has tried different subscription/membership strategies and experimented with every possible tactic to grow its audience base as well as overall revenue.

The Wall Street Journal was launched when the Internet was a novice as Software as the Service. Against all the odds and limited knowledge of digital subscription models, the publisher garnered more than 7 million visits every week and had 325,000 registered users by the mid of 1996.

Today, The Wall Street Journal attracts ~70 million monthly visitors and ~2.6 million digital subscribers. Surprised how come the publisher made it happen? Even we were. The publisher is not only well-versed in handling the newspapers, but it is also thriving in the digital publishing industry.

Read the complete case study of The Wall Street Journal here and get some ideas, inspiration and insights to stand out and stay ahead.

About Automatad

We help publishers monetize their digital content

by offering programmatic monetization products:

HeaderBidding, AXT, GoogleAdX, PMPs.

Request a demo to learn how Automatad can help you.

Best,

Happy Das,

Technology Reporter & Community Manager,

Automatad

Automatad, 154 Grand St., NY 10013, New York, United States

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Hey Jon,

Publishers have always tried to procure the best out of their user sessions - A few publishers experiment with the increased number of ad units and bidder partners while the rest try to multiply the pageviews (higher pageviews ~ higher revenue).

Among all of the techniques, ad refresh is the most popular way of increasing the earning per session. However, it wasn't appreciated by the industry at first.

Fast-forward to 2018, we can see thousands of premium publishers refreshing the ads on their site. What has changed?

Ad refreshing standard.

Back then, there wasn't any standardized system/technology to refresh ads. Today, several ad tech companies offer/accept ad refreshing. In fact, Google AdX ads can be refreshed under certain conditions (we'll get there later in this series).

Lesson 1 : What is 'Ad Refresh'?

Ad refreshing or simply, ad refresh is the process of requesting and rendering a new ad while the user is on the page. Typically, ads can be refreshed based on time period, user actions, and events.

What's pulling the publishers in?

It's obvious. When it comes to monetization, the total time users spent on the page has been ignored completely. Ad refresh capitalizes on the time and lets you increase your revenue.

Do you know what's wrong with the current ad refreshing methods? Stay tuned, we'll get back to you with the answer.

Best,

Muralidharan,

Market Research Manager,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

None of the things you do makes sense if you haven't built an audience base. Buyers aren't necessarily looking for the tens of millions of visitors in a publisher.

Lesson 5: Are you ready to run a PG deal?

There are two ways to run PG.

I. Build a niche audience:
Though you don't have 100 million unique monthly readers, you can build a few million niche readers by publishing the right content. And, that dramatically increases the chances of audience match for a buyer from the same niche.

II. Attract tens of millions of readers:
Cast a wide net to get tens of millions of readers across various niches. Here scale is more important as the audience match may not get to a considerable volume of impressions the buyers want to target.

However, many buyers would want to run a guaranteed deal with you, mainly because of the quality of your content and brand recognition.

Where to start?

Marketers are still finding it better to buy impressions on open ad exchanges as they've significantly improved their efficiency and filtering process lately.

Some marketers use open ad exchanges as a ground to find new inventory and publishers with whom they can ink a direct programmatic deal in the future.

We suggest you grow the readers (pick the niches - tech, business, etc.) and your influence while transacting on open marketplaces through header bidding/exchange bidding. When you got what buyers want, you'll find it easy to negotiate and close deals.

About Automatad

We help publishers monetize their digital content

by offering programmatic monetization products:

HeaderBidding, AXT, GoogleAdX, PMPs.

Request a demo to learn how Automatad can help you.

Best,

Jagadish Jayaram,

Adops & Customer Success Specialist,

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

I''m Kartik, I''m from the Growth team. Today, we will discuss:

Lesson 4: Header Bidding - Doing it right.

Although, header bidding is a proven technique to increase your Ad revenue, you have to follow certain practices. In fact, the improper implementation might result in poor user experience and revenue drop.

So, while deploying header bidding consider the following factors.

Demand Partners:

It is important to have strong demand partners to reap the benefits of header bidding. As a publisher, your initial step is to partner with SSPs and any demand partners to have several advertisers bid on your inventory.

Also, it is integral to have the ideal number of demand partners. Higher the number makes the page to load slowly as browser has to receive more bids.

Page Latency:

As you know, in header bidding, browser makes the call to the demand partners and wait for them to make their bids. This also results in increased page load time. To avoid latency issue and the resulting poor user experience, you can set a universal time out using wrappers. I.e, how long should the browser wait to receive the bids.

Asynchronous:

With the use of wrapper, you can also make the header bidding 'asynchronous'. This will not make the content to halt and wait for the ad. The page content will load independently and you can deliver the ad to the user a bit later.

In the next mail, we will be discussing about What not to do in 'Header Bidding'

Best,

Kartik Anand,

Strategic Partnerships Manager,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Vamsi from the Product team. We took a quick refresher in our last mail about 'Server-side Header Bidding'. Now, it's time to dive deep.

Lesson 2: Why do we need a server-side solution and how does it work?

Just a few 'milliseconds' caused all the fuss? No, there's more to the story. Typically, in header bidding we can add up to 7 bidder partners to maintain optimal CPMs and page loads. As you could see, 6 or 7 bidder partners won't be enough to reach your expectations (sometimes).

What's next?

That's the question with no answer. You can't add* more bidders, but need to scale. Hence, server-side solution was developed.

* Browsers can only send a certain number of request at once (concurrent connection limit per host). For instance, chrome can send 10 requests concurrently when a page loads. So, if you add more bidder partners, it will have a significant effect on user experience.

How does it work?

When a user loads a page,

1. A single request is sent to the third-party server from the HB wrapper.
2. The third-party server then calls all the bidder partners (in your stack) and get the winning bids.
3. The winning bids are sent back to the page where the HB wrapper captures and sends it to the ad server (DFP).
4. The ad server decides and delivers the winning creative.

That's it. You know how server-side header bidding works.

Keep up with us as we're going to explore the results and implementation issues in our next email.

Best,

Vamsi Krishna,

Sr. Full stack developer,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

Will refreshing ads reduce the eCPM?

Short answer:

No, not at all. If you're refreshing ads based on the accepted preset conditions, your eCPM will not be affected.

Long answer:

Ad refresh looks like the easiest way to increase revenue. Isn't it?

You just have to hold a user on the page and start rotating the ads one after another, thus, rocketing your revenues up.

Wait, hold on! What about the advertiser?

Advertisers pay to run their ads on your page as long as the user stays in. They assumed the ads will be displayed until the user leaves the page. But, now you're planning to refresh the ad contents. Will they agree to bid for your impressions?

It depends.

Let us explain.

Lesson 2 : Will Refreshing Ads reduce the eCPM?

Case 1: You're refreshing ads without any standard and violating a ton of policies set by Google and other exchanges.

Result: Little to no ads. You won't be getting any ads for your impressions. Even if you're lucky to get one or two, the eCPM would be extremely low.

How?

DSPs and ad exchanges are smart enough to know the ROI of your inventories. In this case, viewability and expected CTR would be low as you're not allowing the user to view the ads properly.

Case 2: You're refreshing ads based on a preset (standard) conditions accepted by Google and all other exchanges.

Result: You'll be receiving the ads as usual and getting an incremental revenue too*.

*We've personally worked with both premium and mid-market publishers across the globe and experienced the revenue uplift.

So, you obviously want to follow the second case. Now, what are those preset conditions and how can you implement 'ad refresh' in the right way?

We''ll get discuss the answers in our next email. Stay tuned!

Best,

Ramasamy Shanmuganathan ,

AdOps & Customer Success Manager,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Ram from the Ad Operations & Customer Success team.

Server-side header bidding was implemented, more bidder partners were added to the stack, and even page speed got improved. But, what happened to the publishers' bottom-line?

We are here to show you the answer:

Lesson 3 : How match rates influence the programmatic ad revenue

Publishers (regardless of traffic volume and geo) experienced a drop in their programmatic ad revenue. Any examples?

Ranker removed an SSP's code from its page only to experience a 25 percent revenue drop from that SSP.

Similarly, CafeMedia experimented with server-side for a week. The company sold its programmatic inventories of a few sites through server-to-server connections. The page speed was boosted by 40 percent. However, the revenue from programmatic auctions decreased by up to 30 percent.

Why?

Reduced Match Rates ~ Unidentified Users ~ Depreciated CPMs.

In digital advertising, it is essential to sync the cookies of a user with other platforms (DMPs, DSP, etc.) to deliver personalised ads. In client-side, an SSP can access the cookies on the user's browser directly to sync it with its own data. But, in server-to-server connections, it has to sync it with an intermediary*. This, in turn, increases cookie slips and reduces the match rates.

*In server-side header bidding, an intermediary ad server will run the pre-auction. This means, only one script will be on publisher's page and that belongs to that intermediary ad server. So, an SSP who is acting as the intermediary ad server will have the benefit of direct syncing, while the others have to sync with it through server-side connection.

If the buy-side can't identify the users and they can't because of the reduced match rates, publishers will be attracting depreciated CPMs.

In the next mail, we will discuss the reasons why the adtech isn't switching from client-side to server-side.

Best,

Ramasamy Shanmuganathan ,

AdOps & Customer Success Manager,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Murali from the Growth team. In our last email, we saw how match rates influences the programmatic ad revenue. But that's just one of the factors you should know when you talk about server-side bidding.

In fact, the adtech isn't switching from client-side to server-side because of other factors which we're about to discuss.

Lesson 4 : '' Reasons why the adtech isn't switching from client-side to server-side''

1. Strength - Both the sell-side and the buy-side invested time and money to develop technologies and infrastructure to deliver a seamless header bidding solution on the client-side. Besides, publishers are concerned about the transparency issues going around the industry all the time. When everything is on a third-party system, then there's nothing publishers can see. So, everyone is playing the long wait and see game.

2. Technology - As you could see, SSPs should properly sync with each other in order to deliver effective ads and increase CPMs for publishers. And, no one would like to do it yet. Or at least, we need to have an industry-wide user ID system. Whichever way we pursue, we end up with a need of technological improvements.

3. Industry Standard - It's easy to stay on the client-side as there are no compulsion from the industry consortiums. Remember how ads.txt adoption rocketed up when major adtech vendors mandated it. We need the same standard in this case, but without solving the aforementioned issues, no chances of settling on a standard.

With all the pros and cons, you might be wondering what to do next. Well, we will show you the ideal solution in our next ring. Wait for the bell.

Best,

Muralidharan,

Market Research Manager,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

In the last mail, we discussed about how ad refresh can result in increase in revenue. Today, we''ll discuss about :

Lesson 3 : Triggers and Implementation

You can refresh your ads based on a set of preset conditions. These conditions are commonly known as 'triggers'. Basically, there are three types of triggers (as offered by Google). As a publisher, you can use any one of them to refresh the ads.

1. User trigger

User triggers are based on user navigations. A few examples include user engagement with the content by clicking a CTA, filtering the content on the search results, and forwarding the slides on a slideshow. So, if a user is viewing a hidden content by engaging with your CTA, you can refresh the ads.

2. Event trigger

As the name implies, event triggers are solely based on events initiated by the publisher. For instance, refreshing the page to update the content (scores and current stats) can be considered as a valid event.

3. Time trigger

Time triggers rely on the time user stays on the page. You can refresh your ads after a certain time interval (60 sec, 120 sec, etc).

How to implement Ad refresh?

You can implement ad refresh on your site(s) using:

a. Google:

To be frank, Google is the de facto option for publishers to refresh their ads. With the help of Ad Manager settings, you can declare the ad inventory that refreshes based on the aforementioned triggers. Or else, you can use the refresh functionality of GPT tag.

Surprisingly, Google isn't the best choice for both publishers and advertisers. We'll discuss why it may not the right one for you and the best alternative in our next email.

Best,

Kiran KN,

Chief Technology Officer,

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

I''m Rasheed from the Growth team, today on Decode series, I will discuss about:

Lesson 1: Header bidding vs Waterfall

'Header Bidding' has been a buzzword in AdTech for a reason.

Publishers, regardless of geography, size, and traffic have implemented header bidding and seen an increased Ad revenue and demand for their remnant inventories.

So, what is Header Bidding and why should you care?

Before diving into that, we need to understand 'Waterfall'. If you're using DFP (DoubleClick For Publishers) for ad serving, your ad stack will be arranged in a pre-defined order based on priority and buying volume.

This means, the buyer who've bought more from you (in the past) would sit at the top. But when that buyer didn't buy the ad inventory on your page, then it will passed down to other buyers until a buyer says 'I'll buy the impressions'.

The problem here is, every time your impressions get passed down to another buyer, the price will also cascade down. At the end, you will be compelled to sell your inventories at subpar prices.

'Header Bidding' is an advanced programmatic technique which lets you offer your Ad inventory to several demand partners (DSPs, Ad Exchanges, etc.) simultaneously before sending the request to the ad server.

Technically, there will be a pre-auction conducted before sending the request. In this auction, all the advertisers will be on the same ground and not prioritized based on historical data.

Stay tuned. On our next email, we'll see how this helps publishers to increase ad revenue and demand.

Best,

Rasheed Ahmed,

Technology reporter & Digital marketer,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

How are you liking the Decode series?

I would love to know your thoughts on our Decode series so far. I know you have a busy schedule, but it would be great if you could take this survey and also let me know what you would like to learn next.

How would you rate the Header Bidding lessons from the Decode Series?

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5

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With your help, we will be able to design a better learning series.

Cheers,

Vijay Ram,

Founder & CEO,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

Thanks for taking the time for the survey. Next week, we will be learning about Ad refresh

I hope the learning series is adding value to you.

Your opinion matters a lot to us and we constantly make an effort to share content that is informative and relevant to you.

We look forward to more feedback from you.

Best,

Vijay Ram,

Founder & CEO,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

In the last mail we discussed how its works, today we discuss:

Lesson 3: Why should you care?

Publishers

Revenue: You can attract relevant buyers who are the big programmatic spenders and negotiate a higher CPM.

Automation: You can negotiate, setup, and run campaigns using the same platform (for instance, Google Ad Manager), automating most of the sales and negotiation process.

User Experience: Better advertisers, better ads, and as a result, better user experience.

Strategy: You need to study readers and choose the right advertisers for them to run a successful PG. The same is true afterward too. This, in turn, pushes you to strategize your content and user acquisition strategy.

No creative management: In PG deals, advertisers host the creatives, so you don't have to worry about ad creative management.

Advertisers

ROI: Obviously, buyers only bid whenever there's a match. With the right messaging and creative, the campaign would yield better results for buyers.

Efficiency: Buyer's DSP don't have to process thousands of bid requests in PG. In fact, it'll just have to bid for the bid requests flagged with the PG deal ID. This means increased efficiency and decreased processing time/cost.

Tagless: PG deals enable buyers to run direct buys with tagless trafficking, advanced targeting, and consolidating reporting and billing. Besides, buyers don't need to deal with discrepancies and multiple invoices.

In the next lesson, we will discuss the implementation.

About Automatad

We help publishers monetize their digital content

by offering programmatic monetization products:

HeaderBidding, AXT, GoogleAdX, PMPs.

Request a demo to learn how Automatad can help you.

Best,

Madhavan Rathinam ,

VP, Adops & Customer Success

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

I''m Puneet from the Adops and Customer Success team, today on Decode series, I will discuss about:

Lesson 2: Benefits of using Header Bidding

As a publisher, selling your remnant ad inventory to the highest possible price is essential. Header Bidding exactly does that.

Here' what we mean.

It increases competition and CPMs - In header bidding, as there will be an unbiased pre-auction, bidders would be willing to participate. More bidders, more bids, thus, more competition. Due to the increased competition, the value of your ad slots (Prices) will increase drastically.

It eliminates Waterfall - As we've shown previously, header bidding puts everyone on the same ground and allows advertisers of all sorts to bid for your inventory. Hence, as a publisher you won't leave money on the table.

No Google AdX Privilege - In DFP, Google's Ad Exchange AdX uses a technique called 'dynamic allocation' and outbids every other bidders most of the time. But in header bidding, bidders are given a chance to bid simultaneously before sending the request to the ad server.

Best,

Puneet Revankar,

Adops & Customer Success specialist,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Venkat from the Product team. In the previous mail, we discussed about the pros and cons of PMPs

When people start talking about PMPs, you will hear a few terms over and over and they're important (sometimes, essential) to run a Private Marketplace. How good are you with the PMP-terms?

Well, you don't need to worry about them anymore.

Lesson 3: Terms we use in PMP

1. Deal ID - Deal ID is a unique string (generally 19 characters) generated to connect you and the buyers through the programmatic platform. It represents the terms of the deal made between the seller and the buyer including targeting, rates, and avails.

In a line, deals id is the automated version of IO.

2. First Look- When a publisher provides a prior access to inventories only to certain buyers before everyone else, it's known as 'first look'.

3. Impression Setting - A place to set the impression cap, frequency cap, and all other impression-related settings in your PMP deal.

4. Buyer seat IDs - It's an array of buyers allowed to bid on the deal. These Ids are coordinated between the buyers and sellers.

5. PMP Floor/ Bid Floor - The price sent in the deal ID. The buyers can only bid above the price to win the impressions.

6. PMP domains - A list of domains on which the ads are going to run.

Next time, you talk jargons ;)

Best,

Venkatesh Shanmugam ,

Full stack developer,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

Unlike other programmatic methods, setting up a PG is quite straightforward. The trickiest part is to ink a deal with an advertiser - with higher CPM and a huge volume of impressions. The actual set up can be done in one place with a couple of clicks.

That being said, it ultimately depends on the platform you use to run PG. We'll try to brief how to set up and execute a programmatic guaranteed deal in Google Ad Manager, the most-used ad server. Other platforms could be a bit different, but this one will serve as a decent analogy.

Lesson 4: How to Implement it?

Prerequisites:

Your DFP account should be mapped to a Google Ad Exchange account.

You should enable 'Programmatic Direct' by navigating to Admin > Global settings > Features.

You've to enable permissions to sales or other users.

Set up the environment to let buyers know the format of inventory (Display, Mobile App, In-stream Video).

Step 1: Create Publisher Profiles

To put it simply, you can create profiles to explain who you are, what kind of content you publish, who your readers are, description of inventory and why a buyer might want to partner with you, achievements, etc.

Step 2: Visibility Options

It works like a marketplace. You can set your visibility as - Open to all buyers or no buyers at all or specific buyers or all buyers except the specified ones.

Step 3: Negotiation and Execution

As per your visibility, buyers who would like to run PG deals can make offers to you. You can modify the offer, negotiate, and run campaigns within the platform.

About Automatad

We help publishers monetize their digital content

by offering programmatic monetization products:

HeaderBidding, AXT, GoogleAdX, PMPs.

Request a demo to learn how Automatad can help you.

Best,

Kiran KN,

Chief Technology Officer,

Automatad

Automatad, 154 Grand St., New York, New York NY 10013, United States

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Hey Jon,

I''m Jagadish from the Ad ops and Customer success team. In the previous mail, we discussed about ''what is a Private Marketplace (PMP)?''

For publishers, part of the programmatic advertising is obvious. For instance, higher fill rates - when we sell through programmatic auctions, fill rates are higher.

But, part of it isn't - why should we invest more time to set up PMPs; we just implemented X?

Thus, most of the times if not all, you will be in a dilemma.

To make a final move, you need to analyse both the pros and cons. Neglecting either of them will impact your revenue considerably.

So, let's take a look at:

Lesson 2: The benefits and drawbacks of running PMPs.

Why should you run PMPs?

1. PMPs > Open Exchanges - It offers more flexibility than open exchanges. You can pre-negotiate the types of ads, pick the advertisers, and settle on a flat CPM for your impressions.

2. Fewer Middlemen - There are no ad exchanges in PMPs. You can cut them off completely, saving you 20% to 30% of your revenue.

3. Higher Transparency - From the number of impressions to the CPMs, you're in control of the whole process. Besides, fewer middlemen mean more transparent auctions.

4. Better User Experience- As you're pre-negotiating and deciding the ad formats/no of ads beforehand, you can deliver a better user experience.

Why shouldn't you run PMPs?

1. Complex Set up - Without the right platform, it is difficult to set up a PMP.

2. Suitability - PMPs aren't suitable for all the publishers. In order to close a PMP, you need the niche, audience, and other engagement metrics. Naturally, advertisers will look for a 10MM impressions with the engaged audience.

Now that you know the pros and cons of PMPs, you can make an informed decision.

In our next email, we're going to dive deep into the specifics and glossary. Watch out for the ring!

Best,

Jagadish Jayaram,

Sr. Adops & Customer Success Specialist,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Madhavan, I''m from the Growth team. We are going to discuss about

Lesson 5 : Results and Your Next Step

Growth of PMPs in the Industry

Despite all the ad tech problems, PMPs are seeing a steady growth among the major programmatic markets. In fact, they're expected to beat Open RTBs in the US by 2018.

Are the publishers adopting the PMPs?

Of course, according to DoubleClick AdX data, almost half of the Comscore top 50 publishers are transacting inventories via PMPs.

Interestingly, Mobile PMPs are on the rise too. Last year alone, they grew by 73%. So, without a doubt, PMPs are here to stay.

Is it right for you?

Now it's time for you to make the final decision. You need to answer just one question - Are the PMPs right for you? Well, we can't say the answer. But, we can help you derive it.

Can you offer the right audience (with data)?

Can you offer sufficient impressions?

Can you diversify your formats?

If you said yes to these questions, then you can jump right into it. And, remember the best practices (lesson 4).

Best,

Madhavan Rathinam,

VP, Ad Ops & Client Success,

Automatad

154 Grand St., NY 10013, New York, United States

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Hey Jon,

I''m Kartik, I''m from the Growth team. Today, I will be discussing about:

Lesson 4: PMP - ''How to do it right''

Everything in programmatic - including PMPs, are invented to improve the ROI for both the sell-side and buy-side. So, it's all about mutual success. When you understand this fact, it will be easier for you to run PMPs more efficiently.

So to start with, here are the few best practices to help you optimize PMP auctions.

1. Improve Granularity

To attract quality buyers, you need to stand out from the crowd by improving the granularity.

How?

Simply packing your PMPs based on context, relevance, audience, etc. will be a big help for advertisers who're using DSPs with no granularity options. In fact, some DSPs can only access the base domain URL.

2. Offer Unique Formats

It is great to have standard IAB sizes in open auctions. But, in a private auction, you can experiment with custom formats attributed to certain buyers. This will help you to improve user experience and buyer-relationship at the same time.

3. Leverage First-party Data

If you run website(s) with unique audience data/ purchase-intender data, you should try to integrate the data within the private auctions. Even though advertisers have their own data aggregators, your unique data can make a huge difference. Besides, you can demand higher rates for the same impressions.

4. Auction Dynamics

Run, measure, and decide all your auction dynamics. Prior to the proposal, determine whether you're going to implement second-price auction or not. Also, ensure that the floor CPMs (dynamic or static), targeting criteria, and available impressions are discussed beforehand.

5. Tailor Your Offerings

Last but not least, don't stick to a template. Advertisers are unique, so are the goals of their campaigns. Be ready to customize the offering to support the marketing stage of the buyers.

We're sure you can run an effective PMPs by now. So, let's talk about the results of PMPs and the industry adoption in our next email.

Best,

Kartik Anand,

Manager, Strategic Partnerships,

Automatad

154 Grand St., NY 10013, New York, United States

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