to an âin-market auto buyerâ that is worth $10 to open or private ... decision that can cost publishers revenue. Pub
BETA
REAL-TIME PRICING
Highest Price If scarcity isn’t considered, money is left on the table. Why serve a $15 direct-sold campaign to an “in-market auto buyer” that is worth $10 to open or private marketplace buyers? Few publishers would. But awarding each impression based solely on price or pacing is a decision that can cost publishers revenue. Publishers who excel at revenue optimization know that “highest price wins” often leaves money on the table. Allocating scarce, high value inventory to the right sales channels enables them to make the most money.
Real-Time Pricing: Algorithmic Revenue Optimization Real-Time Pricing (RTP) uses advanced algorithms to help ad servers make better decisions. In real-time, RTP informs the ad server of the “gems” – the most scarce, high-value impressions within the open and private markets. Publishers can allocate inventory more intelligently between their direct and indirect channels. The result? Direct campaigns perform on schedule, while indirect channel revenues surge.
Most Revenue
Conventional Allocation
Direct Value
$15
$15
Marketplace Value
$12
$1
Direct Value
$15
$15
Marketplace Value
$12
$1
= $16
Optimal Allocation
= $27
Implementation A JavaScript tag, placed ahead of each ad server tag within the content pages, retrieves “tier” indications based on value (High, Medium, Low), scarcity and eligible Deal IDs. Those values are passed within each ad server request as targetable key values. As REVV tags are trafficked, they are targeted to the “High” key value, at priorities at or above the direct-sold campaigns.
Benefits Maximizes overall revenue Improves fill rates Increases success of private marketplace deals Helps protect against arbitrage
Interested in the RTP beta? Contact your account rep! Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg | www.rubiconproject.com
