How to make money on unsold ad inventory

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The fact that we live in a digital era is a common knowledge, and thus any business that fails to ride the digital wave to grow and attract customers, will suffer losses. Every media player wants to derive greater benefits from selling ad inventory for the best price to maximize its revenue.

Publishers (SSP) manage ad inventory like hot cakes. When they are hot, publishers want to make sure all cakes will be sold out and they get the most money for each piece. Cold cakes mean lost revenue. In other words, companies lose a chance to make money on unsold digital media. However, it’s not only about optimizing unsold inventory, it’s about optimizing the entire supply as well.

To that end, Adoppler (ADS for short) was created to assist AdTech companies to resolve an impasse. Our team developed a unified programmatic platform for buying and selling digital media and supplied the solution with the source code. With white-label solution Adoppler you can manage your ad inventory and take your unsold inventory and sell it through RTB to the 3rd party media buyers.

So, how does it all happen?

Ad inventory is bought and sold on a CPM basis via programmatic instantaneous auction. The auction includes three separate steps.

First is the external bid request processing. An external bid request arrives from a supply source, and Adoppler creates a new auction with the matching demand partners. Then it sends internal bid requests, gets the responses, chooses the winner and sends the winning bid response to the upstream SSP. All this is designed to happen within 100 ms.

Once the response is sent, Adoppler expects an upstream win notification. Receiving it means the upstream SSP has decided that Adoppler is the winner in its auction. If Adoppler receives the external win notification, it sends its own win notification to the DSP that made the best bid during our auction. The DSP returns the ad markup, which is then modified to include Adoppler tracking beacon, and is returned to the upstream SSP. Now Adoppler starts waiting for the impression tracking beacon.

When user’s browser loads the ad markup, Adoppler receives the impression beacon. Upon receiving, the auction is considered finished and Adoppler applies the billing logic. Now the winning DSP owes to Adoppler, and Adoppler owes to the upstream SSP minus the margin percentage. This is how the typical RTB auction occurs.

In programmatic world it’s important to look on digital sales from different angles. That’s why our solution was designed not only for media sellers but also for media buyers. We have tried to take into consideration features and capabilities that would be beneficial to both sides.

So, the platform is equipped with bid request filtering, a black/white list, a hard bid floor setting which allows to yield higher bids and remove all bid requests with lower bid floor, dynamic RPS control (throttling) to monitor how DSP responds to bid requests and identify active and inactive DSPs. Further, the platform has a built-in fraud detection system that helps to detect fraudulent impressions, thus saving the buyer’s money on low-quality inventory. ADS has the possibility to integrate with 3rd party fraud prevention services. By the way, we have included analytics and operational statistics reports as well.

For media sellers the product allows taking their available and unsold inventory and selling it through RTB to the 3rd party media buyers - as an exchange or SSP. As for direct publishers, ADS helps to build their own ad inventory and sell it to RTB buyers. For media buyers Adoppler allows reselling impressions, which they don’t want to bid on, to third parties. For example, a DSP can have a “first look” at a bid request, and if it doesn’t fit its needs, there is a possibility to create an auction and offer to other DSPs. That’s how unsold inventory can be capitalized.

Ultimately, we have tried to create a product that would help to manage ad inventory real-time, anticipate your trading strategy using data analytics and reports, and close profitable deals!