SSP Marketplace & Inventory Discovery, Buying ... - Rubicon Project

Buying & Reporting From the Perspective of. DSPs ... by site name ... by domain/site URL .... We only bid on the publisher from the SSP where we see the best.
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SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs�

Fall 2012

www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs� Fall 2012

Executive Summary Thank you to all who participated in the Rubicon Project's Demand Research Survey. We sent out three unique surveys to ad networks, DSPs and Trading Desks in September to get a better sense of how our demand partners view and discover SSP inventory, how they buy and report on inventory, and how they view Rubicon in the marketplace. As a result of the survey we discovered that across all demand partners there is a major emphasis on in view/viewable impressions in the market today. The major themes across all partners were transparency, quality inventory, and publisher education. The Rubicon Project has taken this feedback and will be applying it to our customer service and product teams in 2013. Thank you all again for your participation!

www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs� Fall 2012

PERFORMANCE VS RETARGETING Q: Do you consider yourself primarily focused on Performance or Retargeting?

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Performance

Retargeting

www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs� Fall 2012

AVERAGE PERCENTAGE OF SPEND ALLOCATION Q: What percentage of spend allocation is:

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75.9

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18.3

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12.0

9.4

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Internally managed with algorithms

Client account managed with algorithms

Client account managed with no algorithms

Internally managed with no algorithms

www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs� Fall 2012

CAMPAIGN OPTIMIZATION FACTORS Q:

Rank these factors for how your system optimizes a campaign in order of importance

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3.0

2.8

2.8

2.7 2.5

2.5

2.4

2.0

1.7

1.5 1.0 0.5 0.0

ROI

URL

CTR

Audience affinity

Brand safety Viewable/in view ranking (from 3rd party vendor like adsafe)

Context

Page position (ATF/BTF)

SSP

Other response(s): Completed views

www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs� Fall 2012

DSP PLATFORM INVENTORY ACCESS Q:

How does an advertiser/agency/trading desk access inventory for targeting on a campaign level on your platform?

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We manage all inventory Buyer can log into a UI Buyer can log into a UI Buyer can log into a UI Buyer can log into a UI Buyer can log into a UI targeting on behalf of the a