FYI: First-Price Unified Auctions in Google Ad Manager

Brian Blondy, May 16, 2019

Starting in May 2019 and rolling out in full in August 2019, publishers will begin using new unified pricing rules and data sharing for first-price auctions on Google Ad Manager

The changes will have an enormous impact on the way publishers sell and advertisers buy inventory through Google’s programmatic ecosystem. 

Here is a summary of how inventory is sold today and how it will be purchased as a standard in the near future with the arrival of first-price unified auctions in Google Ad Manager.

RTB Auctions – May 2019

  • First, a second-price, real-time bidding auction runs for authorized buyers from either Google Ads, Display & Video 360 and other DSPs.
  • Second, a first-price auction then compares the winning price from the second-price auction with a publisher’s guaranteed and non-guaranteed advertising campaigns and bids from exchange bidding buyers.
  • The highest bid from all of the auctions wins.
  • Publishers are entitled to set different floor prices for each of the demand sources that they are working with.
  • Publishers are entitled to set an unlimited amount of rules for each interested buyer.
  • Authorized Buyers are not required to share and receive bid data.

TimelineExpected May – June 2019

  • 1% of the Ad Exchange traffic is revised first-price auction format. Only unified pricing rules will apply to first-priced bids.
  • Google is recommending that publishers begin recalibrating their current pricing strategies and rules as soon as possible to ensure desired floor prices are respected during the leadup to first-price unified auctions.  If unified pricing rules are not created for certain types of inventory (subscribed users, premium articles), your impressions on this inventory run the risk of being sold without a floor price in Q3 2019.
  • 5% of Ad Exchange traffic will participate in the first price auction. (June)

Unified Pricing Rules – Expected August 2019

  • Rolling out in stages throughout the summer, unified pricing rules enable publishers to control a single, unified price for their inventory across all indirect demand sources within Google Ad Manager. All inventory will now compete in a single-stage auction with consistent rules and pricing across all channels. 
  • Google’s decision to move towards unified pricing rules aims to assist publishers to easily manage and to reduce the complexity of their website’s floor prices for all non-guaranteed bidders across all indirect sources of demand.
  • First-price auctions is an adjustment to better respond to a digital ad ecosystem, which is increasingly shifting towards first-price auctions and a model where consistent pricing rules will govern all sources of demand. Google believes that first-price unified auctions create a fair and transparent market for advertisers and publishers.  With the changes, first-price auctions are now the de-facto buying method for the programmatic industry as major ad exchanges already support first-price auctions.

TimelineExpected August 2019

  • All Ad Exchange traffic will participate within the framework of the new auction dynamics – unified auction plus first price auction.
  • Open Auction pricing rules will no longer apply to any percentage of Ad Exchange traffic, and only unified pricing rules will be employed.
  • From August 2019, publishers will not be able to set different floor prices for different buying platforms after the transition. 

Unified Pricing Rules – August 2019

  • Exclusive to display and video inventory (includes publishers guaranteed campaigns, all non-guaranteed bidders, authorized buyers and everyone else – at once).
  • Open Auction via Authorized Buyers (formerly known as Ad Exchange).
  • Private Auctions (both optimized and non-optimized).
  • First Look Demand.
  • Third-Party exchanges that participate in Exchange Bidding.
  • Non-guaranteed line item types Price Priority, Network, and Bulk (Beta).
  • Bids from publishers’ guaranteed campaigns.
  • Non-authorized bidders will have the same opportunities as authorized DSPs. 
  • Google will not have last look opportunity to pay just above the winning bid after an auction to win the impression. 
  • With a unified first-price auction, Google, like all bidders, will pay the full bid amount (minus fees).
  • Does not affect auctions for Search, YouTube, AdSense for Search or other Google property inventory.

Floor Price Strategies and Rules – Expected August 2019

  • Publishers are limited to setting more than 100 rules at a platform level for each interested buyer (including Google).
  • Large publishers often prefer to use hundreds of different rules for each buyer to ensure price consistency and unique pricing to each demand source across their portfolio of programmatic and direct deals.
  • Google has recently stated that it is open to exceptions and willing to change the allowed limit if during testing they find that it is too low throughout summer 2019.
  • Publishers should focus on determining the true value of their inventory and adjust pricing reflective of their existing advertising deals and how buyers are actually valuing their inventory rather than pricing how they believe that it should be valued.

Reporting and Data SharingExpected August 2019

  • Both publishers and advertisers will have to share and receive bid data.  More bid data will be shared with publishers and advertisers than ever before.
  • Publishers will be exposed to an aggregation of data from opted-in buyers as well as deeper visibility into each type of auction to give more in-depth analytics for pricing strategies.
  • Publisher pricing from non-guaranteed advertising sources will not be shared with buyers before they bid in the auction.
  • Publishers will now have the ability to receive reporting on all bids submitted by buyers from Google Ads and Display & Video 360.
  • Both Authorized Buyers and Exchange Bidding buyers will both be able to see the winning prices for auctions they participated in.
  • Greater transparency, operational simplicity, and more informed bidders. Buyers receive more pricing insights (data) in order to more effectively evaluate a publisher’s inventory.



FYI: Unified Pricing Rules in First-Price Auctions

Brian Blondy, May 6, 2019

Google has begun rolling out an open beta on Google Ad Manager transitioning publishers to its new unified pricing rules for first-price auctions on the platform.

Unified pricing rules enable publishers to control the pricing of their inventory across all indirect demand sources from a single location (Inventory > Pricing Rules) within Google Ad Manager.

Inside Google Ad Manager, publishers can set pricing rules for all indirect demand sources to compete in a single-stage auction with consistent rules and pricing across all channels.

• Open Auction via Authorized Buyers (formerly known as Ad Exchange)
• Private Auctions (both optimized and non-optimized)
• First Look demand
• Third-Party exchanges that participate in Exchange Bidding
• Non-guaranteed line item types Price Priority, Network, and Bulk (Beta)

Google stated in its press release outlining the new changes that the move to unified pricing rules for first-price auctions will “help reduce complexity in the programmatic ecosystem to create a fair and transparent market for buyers and publishers.”

Google believes that the move to first-price auctions is a necessary adjustment to better respond to a digital ad ecosystem, which is increasingly shifting towards first-price auctions and a model where consistent pricing rules will govern all sources of demand.

As reported by AdExchanger and Digiday, many premium publishers found that aspects of the new unified pricing rules to be eroding their ability to set the market value of their impressions independently.

First, publishers are limited from setting rules at a platform level (the buyer level). Formerly publishers set different floor prices for each of the demand sources that they are working with.

Second, publishers are capped at setting 100 rules for specific buyers (including Google). Large publishers often prefer to use hundreds of different rules for each buyer to ensure price consistency across their portfolio of programmatic and direct deals.

Google recently stated that it is open to exceptions and willing to change the allowed limit if during testing they find that it is too low. This will be something for publishers to monitor throughout Summer ’19.

Publishers are concerned that being capped by a set number of rules for unified pricing will restrict them from applying specific pricing unique to each of their demand sources. Commonly publishers set their floor prices higher for Google. Conversely, publishers expect Google to buy more at a reduced price thus elevating fears of a reduction in ad revenue. It remains to be seen whether a universal decrease across all exchanges and SSPs will amount to less revenue earned if more buyers are purchasing inventory that was being sold at a higher floor price previously.

Google stated that it would begin sharing more bid data than they have previously with publishers. This data will be an aggregation of data from opted-in buyers as well as deeper visibility into each type of auction to give publishers more in-depth analytics for pricing strategies.

Google believes that the new unified pricing rules will ease the management of inventory pricing across all indirect sources of demand. The proposed changes are expected to nudge publishers to begin recalibrating their current pricing strategies to be ready for Q3 2019.

Starting in late May, Google will introduce 1% of the Ad Exchange traffic to its revised first-price auction format, where the highest bid in the auction determines winning bids. Only unified pricing rules will apply to first-priced bids.

In June, 5% of Ad Exchange traffic will participate in the first price auction will increase to five percent (5%).

By August, all Ad Exchange traffic will participate within the framework of the new auction dynamics – unified auction plus first price auction. Open Auction pricing rules will no longer apply to any percentage of Ad Exchange traffic, and only unified pricing rules will be employed.

Google is recommending that publishers begin setting unified pricing rules as soon as possible to ensure desired floor prices are respected during the leadup to first-price unified auctions. This is important because if unified pricing rules are not created for certain types of inventory (subscribed users, premium articles), your impressions on this inventory run the risk of being sold without a floor price.


Advertisers to Spend $18 Million on Video in 2019

Brian Blondy, May 6, 2019

A recently published report by the iab states that a global increase in digital video consumption has motivated increased investment in video marketing across platforms.

The new report titled “Digital Content New Fronts: 2019 Video Ad Spend Report” writes that brands are expected to increase video spending by more than 25 percent in 2019 compared to 2018 (14.2m).

The report stated exciting findings of the growth of video in 2019 and onwards:

• 60% of ad buyers plan to increase their TV spend in the next calendar year.
• Buyers are increasingly using a significant portion, often 50% or more, of their ad budget to buy video.
• New and innovative digital video ad formats are emerging in the industry and are expected to be significantly adopted by premium advertisers.

Read more from the IAB Research report here

Did You Know that You Can Earn Premium Monetization from Every Impression You Serve?

Build Your Ad Stack – The video platform will provide your website with a new, highly profitable revenue stream that works seamlessly alongside your current ad units.

Plug and Play Solution – Enjoy video monetization without having to face the complexities or demands of producing original video content for your website.

Expert Management – Total Media’s in-house team of programmatic professionals will expertly manage and maximize your fill-rates and floor prices.

Click here for more about our video monetization solutions for publishers.

New Changes Coming to Auctions in Google Ad Manager

Brian Blondy, April 7, 2019

Google recently announced that they would be making significant changes to the auction in Google Ad Manager by simplifying programmatic buying and selling by transitioning publisher inventory to a unified, first price auction for Google Ad Manager. Google expects the changes to roll out in 2019.

Background

Over the last few years, the methodology in which ads are bought and sold via programmatic technologies has become more and more complex. Often a single impression is offered across multiple auctions with different rules.

This complexity has made it challenging for advertisers and agencies to value programmatic inventory they wish to purchase and conversely, it has driven publishers to adopt increasingly complex ad monetization strategies, which as a result, reduces transparency across the industry.

What’s Changing?

Google has decided to switch from a single first price auction for Google Ad Manager inventory to reduce transactional complexity and create a fair and transparent market for everyone.

With this change, all prices offered from indirect buyers on Ad Manager (Google Authorized buyers, Exchange Bidding buyers and non-guaranteed line items) will compete in a single unified first price auction.

No other competing offers will set the price paid by another buyer, and the buyer that wins the auction pays the amount they bid. By simplifying our auctions in Ad Manager, we can help make it easier for publishers and app developers to manage and get fair value for their inventory.

What you should expect?

  • Google will start testing with a small percentage of traffic in the next few months before rolling out this change broadly.
  • Google plans to move Google Ad Manager to first price auction before Q4 2019.
  • Changing to a first price auction means that you will need to rethink how you use price floors and, in general, pricing strategies simplify.
  • Google plans to roll out new features to manage pricing conveniently in the unified first price auction.
  • Google said that this change would have no impact on auctions for ads on Google Search, AdSense for Search, YouTube, and other Google properties.

In the coming weeks and months as we will be updating this space with any additional news that we receive.

DoubleVerify Identifies BotNet Scheme Targeting Ads.txt

Brian Blondy, April 3, 2019

Recent advancements by scammers in circumventing Ads.txt has left the programmatic industry looking for ways to combat ad fraud from occurring against unsuspecting marketers.

DoubleVerify Inc., a software developer of marketing measurement software and analytics, recently announced that it has identified a new bot network that successfully avoids ads.txt protections.

Ads.txt, the current industry initiative which enables publishers to present a text file on their website for listing every company authorized to sell its inventory. Ad buyers use Ads.txt to verify the seller of a publisher’s inventory is authorized to do so.

The botnet network discovered by DoubleVerify functions by sending a bot to a website and then scrapes the content. The bot then creates falsified replications of the webpages on its server, in addition to including new ad slots that did not previously exist.

Had the scam gone undiscovered, DoubleVerify estimates the botnet network could have fleeced advertisers out of an estimated $70 million and $80 million in ad spending.

For more information on the story:

Wall Street Journal

 DoubleVerify 

4 Reasons Why Blockchain Could Be the Answer to Programmatic’s Problems

Brian Blondy, November 18, 2018

There is plenty of buzz in the programmatic industry today about integrating blockchain technology into the ecosystem.

Blockchain is most often explained as a continuously expanding list of records, or blocks, connected by encryption that is stored across a distributed matrix of computers globally.  Blockchain’s distribution across a grouping of computers links together a ledger of all of the transactions that occur within a particular blockchain.  The idea behind a chain of computers is to distribute information across many computers rather than on just one, to increase security and decrease the likeliness of a hack against one machine.

New entries into a blockchain are created by data miners who are incentivized to be the first to solve complex mathematical puzzles for writing new transactions into the blockchain.  The first to solve the puzzle receives a financial reward, commonly paid in BitCoin, as a reward for their effort.

The advantage of blockchain is that it is secure and its records cannot be altered without causing all of the previous records across all of the computers in the blockchain to be modified as well. The longer the blockchain, the more secure it becomes.  Therefore, the likeliness of the chain itself being modified at all decreases due to the strength of the blockchain’s global structure across many linked computers.

Growing interest of its applicability is due in large part to its proven ability and success in serving as the public transaction ledger for managing crypto-currencies like Bitcoin, as well as potentially providing its structure and versatility for non-crypto currency use cases such as for art auctions, banking transactions, and environmental issues.

Many believe that blockchain’s potential viability in supporting the programmatic industry is rooted in its value in addressing some of the most significant weaknesses in the programmatic industry today – ad fraud, lack of transparency and diminishing profits.

Here are four reasons why blockchain is considered a valid solution for making programmatic transactions more secure, profitable and transparent for both publishers and advertisers.

 

Improved Security in Transactions

Blockchain can prevent ad fraud by securing financial campaign transaction with the use of 256-bit encryption, ensuring that only the ad inventory that was sought to be purchased in the end is.

The programmatic industry needs a system of checks and balances to ensure that every company involved in the campaign transaction is aware of the actions of each actor involved.

When a programmatic transaction is made a message is passed to the network to approve or disapprove the legitimacy of the deal. Programmatic ad buyers are understandably interested blockchain technology because it will enable programmatic transactions to become more transparent, and increasingly more trustworthy, especially so when transactions are undertaken with third-parties who are not directly related to the core buyer and seller.

 

 

A blockchain provides all parties an open and decentralized ledger that all parties can verify at any time.  While it is possible for nefarious actors to write lies into a blockchain, no one is incentivized to do this due to a large amount of computing power needed to solve mathematical puzzles for validating and creating new records (ledgers) in the public blockchain.

 

Greater Confidence via Transparency

The emergence of blockchain in the programmatic industry has the possibility of improving the relationship between buyers and sellers in the programmatic supply chain, in addition to sharpening industry standards and increasing security.

Publishers and advertisers alike are currently frustrated with the lack of transparency that takes place behind the scenes of an ad buy. Ad fraud is rampant in the programmatic industry and is estimated to have cost publishers $1.27b annually, and conversely, a recent report by AdLedger titled, “Blockchain & Advertising Special Report,” says ad fraud is especially rampant for advertisers, costing $19b in 2018 alone on the buy-side.

Most ad fraud commonly comes from the following three scenarios:

  • Bots – Automated programs that produce false website impressions which as a result increases the real web traffic received and the ad revenue they earn.
  • Domain spoofing – Content owners mask the real identity of their website by claiming that they are a more popular domain. Domain spoofing causes advertisers to pay for impressions that never appear on premium websites.
  • Human fraud – Click farms employ people to click on advertisements, engage with websites and fill-out forms in order deceive advertisers that the ad engagement is happening when it is not.

 

In all three scenarios outlined above, it’s clear that advertisers appear to be the ones suffering most from ad fraud. According to a 2017 study by Fraudlogix, an ad fraud solutions specialist serving global DSPs and SSPs, an evaluation of 1.3 billion random ad impressions over 30 days found that 247 million of the monitored impressions, roughly 19 percent, were found to be either fake or bot-generated. Despite the optimism, figures released in March 2017 point to ad fraud costing advertisers $16.4 billion in wasted ad spend globally during the current calendar year, a number which amounts to a total loss just short of 20% of the whole digital ad spend worldwide in 2017.

 

Increased Profit Margins

Blockchain’s value comes from bringing transparency to all parties within a public transaction. As a result of this transparency, both publishers and advertisers can reach more sound evaluations about their margins and determine which vendors are providing the highest financial value relative to their cost.

As of today, an ad buy passes through several sets of go-betweens (and sometimes more than several) before it reaches the publisher and consumer. When a publisher reviews their finances about their monetized impressions, it is quite common for a publisher to only yield 30% for the impression after all of the actors involved in the programmatic food chain have taken their share.

In order to address the consequences of ad fraud, both publishers and advertisers have begun using third-party verification services for verifying ad delivery. Agencies are pushing these fees onto publishers, who as a result raise CPMs to compensate for the increase in expenses.

Third-party verification fees vary in price depending on how many products an advertiser chooses wants to use. Commonly an advertiser will choose to use a combination of tracking, anti-fraud and viewability products, which can add up to nearly $2 per CPM. Not surprisingly these expenses are passed along to publishers, who as a result are seeing less profit due to the sunk cost of doing business in the programmatic industry. For further information about third-party verification fees, AdWeek recently published an excellent in-depth discussion about these so-called ad-tech taxes, see the article here.

Blockchain’s digital ledgers will reduce some of those inefficiencies by de-intermediating the market for advertisements, radically reducing ad spend waste by exposing unnecessary third-parties from being involved in the transaction.

 

 

 

Growing Appreciation and Adoption 

The emergence of blockchain in the industry has the possibility of improving the relationship between buyers and sellers in the programmatic supply chain, thereby sharpening industry standards, increasing security and reducing unnecessary third-parties from the transaction.

In July 2018, the IAB Technology Laboratory, a non-profit research and development consortium that produces and provides standards, software, and services to drive growth of an effective and sustainable global digital media ecosystem, announced details about its Blockchain Working Group pilot program to demonstrate the applicability and value of blockchain technology for programmatic advertising.  Partnered with leaders from across the supply chain, FusionSeven, Kochava Labs, Lucidity, and MetaX, the group is striving to test and evaluate the how Blockchain can address the primary pain points in programmatic “from data discrepancies to supply chain transparency.”

Additionally, the Adledger “Blockchain & Advertising Special Report,” found that a substantial majority of ad executives believe that the future of the programmatic advertising industry will eventually be linked and secured by blockchain technologies. The report surveyed 100 senior advertising executives about blockchain and its importance in the programmatic industry. When asked whether they believe that Blockchain is the future of programmatic advertising, more than 70% of the executives responded that they either “Agree” or “Strongly Agree” with the statement.

Blockchain’s central benefit is its ability to provide transparency and accuracy in its reporting, and there is a growing sentiment among advertisers that blockchain has the power to improve the industry. “ The AdLedger report found that 31.3% of marketers think blockchain can solve the industry’s problems, while 37.7% say maybe and 13.4% say no.

Optimism about blockchain is now evolving into actual use. Toyota and its ad agency Saatchi & Saatchi recently ran a trial with Lucidity to test whether a blockchain-based technology system would yield better programmatic ad campaign performance.

Not surprisingly the campaign resulted in a 21% better performance with blockchain than without by tracking and excluding suspect websites and bot fraud from the campaign.

Beachfront, a leading ad tech provider for video publishers, has also begun integrating cryptographic and blockchain based technologies into its ad platforms to enable better targeting for ad campaigns, in addition to offering post-campaign verification for video ads across all devices (desktop, mobile, connected TVs).

Beachfront’s cryptographic and blockchain technologies create a detailed and permanent record of each campaign which allows for publishers to provide evidence of ad delivery, which audiences received the impression, as well as enabling advertisers set-up more precise targeting and optimization for their campaigns.

Blockchain’s central benefit is its ability to provide transparency and accuracy in its data, and there is a growing sentiment among advertisers that blockchain has the power to improve the industry. According to the AdLedger report, 31.3% of marketers think blockchain can solve the industry’s problems, while 37.7% say maybe and 13.4% say no.

Just over 50% think blockchain will reduce the number of intermediaries in the supply chain, with 34.8% saying maybe. More than a third, or 39.4%, agree and 32.4% strongly agree that blockchain is the future of advertising.

 

Concluding Thoughts 

The emergence of blockchain in the programmatic industry offers a compelling case for improving the relationship between buyers and sellers in the programmatic supply chain. As a result, blockchain could effectively assist in improving industry standards, increasing security and reducing unnecessary third-parties from the transaction.

Proponents of the technology may very well be correct in believing that blockchain’s viability in supporting the programmatic industry would effectively address three of the most significant weaknesses in the programmatic industry today – ad fraud, lack of transparency and diminishing profits.

Though for blockchain to be considered a viable measurement and validation tool, it needs to be universally adopted by both sides of the programmatic ecosystem as a recognized standard. Perhaps a critical mass of adopters will emerge in 2019 and create a new status quo for how the industry self-regulates itself.

Where things stand today, it easy to see why blockchain is considered a valid solution for making programmatic transactions more secure, profitable and transparent for both publishers and advertisers.

There is plenty of buzz in the advertising industry about integrating blockchain technology into the ecosystem, and we are expecting the conversation about the technology to grow louder and the integration of the technology to begin to scale in 2019.

 

Meet with us at our DMEXCO exhibition booth – Hall 8, E32

Brian Blondy, September 4, 2018

Save time to meet with us at our DMEXCO exhibition booth (Hall 8, E32), Sept. 12-13, 2018

 

This year we are excited to be taking meetings about EBDA, the next great technology in the programmatic industry for publishers.  In addition, we will also be presenting our full spectrum of dynamic solutions (platform accessmediaservicesanalytics) for publishers and advertisers.  Scroll down for our DMEXCO overview so you know which meeting to book.

Whether you are looking to earn more revenue for your website or you want to reach new audiences with your digital campaigns, we are certified and trusted by Google for over fifteen years to provide you with the highest standard of technology, service and excellence. Let us know how we can assist you.

If you would like to set up a meeting for DMEXCO you can contact us here.

 

EBDA is now available for publishers in Google Ad Manager 360!

Exchange Bidding Dynamic Allocation (EBDA) is a dynamic revenue earning strategy in Google Ad Manager which enables exchanges and SSPs to bid on a publisher’s inventory within a unified auction.  EBDA is an excellent strategy for publishers to accelerate growth and increase monthly revenue.
  • Increased global competition and demand for your inventory.
  • Reduced load latency and complexity for partner tags.
  • Simplified and timely monthly payment for all revenue earned.
  • The next great technology in the programmatic industry for publishers.

Publisher Solutions We’re Presenting at DMEXCO

Google Ad Manager 360 (with EBDA)
The ultimate platform to manage your ad business and grow your revenue.

Total Media’s Video Platform
Advanced outstream video advertising solutions.

Monetization & Optimization 
Setup, optimization, and maintenance of your ad revenue.

Set-up a Meeting – Contact us here.

Advertiser Solutions We’re Presenting at DMEXCO

Display & Video 360 
End-to-end campaign management as a part of the Google Marketing Platform.

Video Marketplace

A curated pool of programmatic inventory sources for maximizing your campaigns.

Set-up a Meeting – Contact us here.

 

The Power of Outstream – Mobile Interstitial

Brian Blondy, August 22, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.


 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

The Power of Outstream – Mobile Top Fixed Sticky

Brian Blondy, June 28, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

Programmatic Video, with a touch of history

Brian Blondy, April 29, 2018

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.