the ad serving process

Report
Digital Advertising:
Introduction to Yield and Ad Optimization
Presented for General Assembly by Emry DowningHall, Cristina
Calderin, Kristina Dzenis and Samuel Youn
How we got here…
2007
2001
Neal and Darshan begin
working EasyBib.com fulltime. I joined the team to
handle the ad effort.
2008
After early success, we begin
monetizing 100% of the ad
inventory of our largest
competitor.
We acquire our 3rd largest
competitor (BibMe.org) and
now manage 100% of the
advertising inventory of the
top 3 online bibliography
sites.
Neal and Darshan created
EasyBib.com as high
schoolers to solve an
annoying problem –
handwritten bibliographies.
2012
2013
StudyBreak Media is now
serving over 6 billion ad
impressions a year and
reaching over 85% of the
students in the United States
2011
ImagineEasy Solutions forms
StudyBreak Media as its
digital media division.
2013
StudyBreak Media is
recognized for excellence in
programmatic yield
optimization by Google.
2012
To help manage the
increased ad inventory and
to scale the business the
SBM team expands from 1 to
7 employees. Sites expand
from 3 to 9.
What are you doing here?
Course Goals
1.
Introduce you to, or increase your understanding of
ad optimization.
2.
Take an introductory look at what ad optimization
means, different ad partner types, ad serving and
how to analyze your data.
3.
Answer your ad specific questions in as personal a
manner as possible. We’ll be available as long as
there are questions after class.
Digital Advertising. What’s the point?
728x90 placement
300x250 placement
300x250 placement
Standard Ad Units
160x600/Wide Skyscraper
300x250/Box
728x90/Leaderboard
Why Is Ad Optimization So Important?
• Direct ad relationships with brands and agencies are rare and do not
scale
• Unlike direct deals, solutions and relationships scale with your audience
• It allows you to maximize the full value of your website’s audience
• The ad industry as a whole is shifting towards a programmatic approach
which requires optimization
Ad Optimization: What You Should Know
(Brace for clichés)
• Communicate: Share your experiences in the space, positive and negative
• Don’t be greedy: There’s plenty of premium inventory to go around!
• Testing a solution’s performance is the only way to be certain it will work
for your site
• Trust your ad partners but draw your own conclusions from their ad data
• Mistakes will happen, that’s fine. Malcolm Gladwell’s 10,000 hour rule
applies
ad partners: who they are and
how to work with them
ad partners: agenda
• common types and brand names out there
• what to communicate with introductions
• ad chain – combining your ad partners to make money
common types and some names we trust
Ad Network
Ad Exchange
A broker between publishers
(websites) and advertisers
Sells ad space (inventory)
through an auction using RTB
technology
RTB
Real Time Bidding, the technology
that sells ad inventory in an
auction-like manner to advertisers
how do you get them to notice you?
Subject: MarketPlace| EasyBib Ad Inquiry
Hi John Smith,
My name is Cristina, and I'm an advertising rep at EasyBib.com. I'd love to discuss the opportunity to
work with MarketPlace.
Show off….
Here's a bit of background on EasyBib:
• EasyBib is an online bibliography generator, providing research tools
to students since 2001. All our content is 100% brand safe.
What your site is
all about – what
makes it unique
• We represent the largest 100% online student audience in the U.S.,
reaching over 85% of students in the nation.
Who’s coming to
your site?
• Every month, EasyBib attracts 10 million visits, 5 million unique
visitors, and over 80 million pageviews. Our average user session is
8 pages per visit, with 10 minutes duration per session.
Traffic info from
Google Analytics
• Ad units include 728x90, 300x250, and 160x600 all above the fold
Please feel free to contact me via email or phone. I look forward to speaking with you soon!
Best,
Cristina
Ad units displaying
on your site
friends with benefits….
• Setting mutual
performance goals
• Negotiating the right
price
• The right payment
terms
putting them all together in an ad chain
Partner 1 - $3.00 rate
Partner 2 - $2.00 rate
Partner 3 - $1.00 rate
Partner 4 - $0.50 rate
The Ad Serving Process
From Talks to Technical, Now What?
<!-- begin Undertone Ad Tag for INT1319 - Medium
Rectangle 300x250 - ROS-EasyBib-->
<script type='text/javascript'><!--//<![CDATA[
var ut_ju = 'http://ads.undertone.com/aj';
ut=new Object();
ut.zoneid=45867;
//]]>--></script>
<script type="text/javascript"
src="http://cdn.undertone.com/js/ajs.js"></script>
<!-- end Undertone Ad Tag for INT1319 - Medium
Rectangle 300x250 - ROS-EasyBib-->
Ad Partner: Undertone
Ad Tag: EasyBib.com 300x250
Ad Serving: What We’ll Cover
• An ad server, what?
• Ad server features and how it works
• From ad server to site: walk-through
Ad Server:
a platform that hosts all operations related to
displaying advertising creative on a website
An Ad Server, the Ad Machine
• An ad server brings the ads from the website’s back-end to live on site
• Like operating a machine, you’re in control and need to tell it what to do
•
•
•
•
•
What to serve
Where to serve
When to serve
Who to serve to
In what priority (rank, preferred order) to serve
Ad Server Features
An interface to run your ad solution
•
•
•
•
Create advertising units
Host advertising creative
Deliver the ads you want to display
Determine delivery time: over what
period, where to, who to, etc.
• Prepare campaigns and creative to serve
Let’s put it all together…
Your Website’s ads are like a Restaurant!
Your Website’s Restaurant, featuring:
Your Website’s Restaurant
Digital Advertising Term
Restaurant
Website
Patrons
Site Visitors
Food
Ad Creative/Ad Tag
Chefs
Ad Partner (Creates Ad Tag)
Wait Staff
Ad Server (machines behind
the process)
Restaurant Tables
Ad Units
Menu
What’s Available/Ready to
Serve (Ad Inventory)
Restaurant in motion!
Chef (ad partner) prepares
the food (ad tag)
Wait staff (ad server) brings food
(ad tag) to patron (site user)
The patron (site user) enjoys
his food!
Ad-ding to Your Site!
Site, ad-free
Create ad units
Ad
creative
here
Set ad code to
communicate between
site and ad server
(invocation code)
Set up ad campaign
Why Use an Ad Server?
• Stay organized
• Serve with flexibility
• Target specifically
• Set baselines and accountability
• Cost and features
Intro to Analyzing and
Optimizing Data
Intro to Analyzing and Optimizing Data
1.
2.
3.
4.
5.
Goals of Optimization
Optimization Metrics
Analysis and Optimization Setup
Principles of Programmatic/Auction Buying
Optimization Guidelines
1. Optimization Goals
1. Monetize all available impressions
2. Maximize revenue for each ad unit
2. Optimization Metrics
• Total Impressions
• Paid Impressions
• Fill Percentage = Paid Impressions/Total Impressions
• Revenue
• CPM
• Price Floor/Auction Floor
3. Optimization Setup
Ad Partner
AdX
Total
Impressions
100,000
Paid
Impressions
50,000
Fill
Percentage
Revenue
50%
Fill % = Paid Impressions / Total Impressions
Revenue = CPM x (Paid Imps/1000)
CPM = Revenue / (Paid Imps/1000)
$50
CPM
$1.00
4. Principles of Programmatic Buying
Principles of Programmatic Buying
There is an inverse relationship between the CPM price floor and the
fill percentage.
Fill Percentage Vs. CPM Price Floor
100%
90%
80%
Fill Percentage
70%
60%
50%
40%
30%
20%
10%
0%
$-
$0.10
$0.20
$0.30
$0.40
$0.50
CPM Price Floor
$0.60
$0.70
$0.80
$0.90
$1.00
Remember!
The end game of our optimization efforts is to achieve maximum total
revenue for each ad unit (not maximum revenue for each individual ad
partner).
Optimization Setup
5. Optimization Guidelines
1.
2.
3.
4.
5.
Optimize all inventory.
Maintain a high fill percentage before raising price floors.
Don’t be afraid to make changes.
Give your changes time to adjust.
Trust your data, make your own conclusions.
Visit our Blog for more information!
www.studybreakmedia.com/blog
Questions?
Contact Us
Emry DowningHall
Director
[email protected]
Cristina Calderin
Kristina Dzenis
Samuel Youn
Digital Account Executive
Ad Partners Section
[email protected]
Senior Digital Account Executive
Ad Serving Process Section
[email protected]
Digital Account Executive
Optimization and Yield Section
[email protected]
http://www.studybreakmedia.com
Thank you!

similar documents