Managing Monetization

MANAGING MONETIZATION On the surface, managing monetization partners might appear to be plug-and-play, but programmatic is far from automatic. The following illustrates the role publisher side ad ops plays in managing the increasingly complex world of monetization. S STANDARD ADS V VIDEO ADS DESKTOP + MOBILE WEB MOBILE APPS CPM FLOORS Determine optimal CPM floors for unsold inventory by: Section Segment Season Ad Size/Type Geo-Location Cue-Point Player Type Device Type Adjust CPM floors on an ongoing basis: Lowering floors to increase fill Increasing floors to increase ad quality Optimizing floors to maintain the value of your brand Balancing CPM floors and fill rates to maximize revenue BLOCK LISTS Advertisers Categories Competitors Standard Creative Types Video Creative types (TrueView, VPAID, etc.) Click-Through URLS Technology Sources Cookies and Data Uses FINDING AND TURNING OFF BAD ADS Tracking down sources Turning off the bad ad Blocking the source and any associated URLS in all demand systems Reproducing the ad and identifying the demand system by: Using Web Debuggers Inspecting Element on the Page CREATING INVENTORY PACKAGES Verticals First-Party Audience Se Third-Party Audience Segments Audience Re-Targeting Viewable Inventory Packages Geo-Locations Cue-Points (Pre-Roll, Mid-Roll, Post-Roll) CONFIGURING MOBILE APPS FOR PROGRAMMATIC AD TARGETING Integrating SDKS for the ad server and monetization partners Exposing device IDs to buyers CONFIGURING BUSINESS RULES FOR INVENTORY PACKAGES CPM Floors Block Lists Testing Configurations CONFIGURING PROGRAMMATIC VIDEO ADS IN LIVE STREAMS SETTING UP PRIVATE DEALS Identifying and configuring premium inventory Identifying and configuring premium audience packages Identifying premium targeting options for Standard Ads (e.g., first- look, viewable impressions, show page targeting during the season premiere of a popular show, etc.) Identifying premium targeting options for Video Ads (e.g., pre-roll only, first video in playlist, season premieres of popular TV shows, etc.) Inventory forecasting V Negotiating deal terms with buyers Exposing premium deals to all buyers Offering premium deals to specific buyers Configuring private deal offers Monitoring and optimizing performance of active deals Building relationships with buyers Balancing private deal pricing vs. auction bid pressure V Monitoring drop-off rates on active deals: Tracking down inactive buyers Identifying and resolving cause(s) for inactivity MANAGING SEVERAL MONETIZATION PARTNERS Finding and vetting the right demand sources Finding high quality video demand Setting, testing and adjusting pass back tags Setting and adjusting the default/ bottom deal Adjusting priorities Adjusting frequency caps Adjusting inventory allocation on an ongoing basis REPORTING Monitoring variance between the demand source and your ad system Comparing metrics across several monetization partners: Revenue ECPM Ad requests Matched impressions Filled impressions Fill rate Completion rate CTR Device / Device Type Monitoring RTB reports to identify major buyers: These buyers can be contacted directly to negotiate private deals Compiling reports from several monetization partners: Determining net revenue Understanding seasonal trends Setting up seasonal private offers TM #ManagingMonetization @adops www.adops.com SSS の の ( の ) SSS の SSS