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

in September to get a better sense of how our demand partners view ... by domain/site URL. Buyer can ... own 3rd party reporting, All reports are sent via email.
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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?

6

5

5

4

4

3

2

1

0

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:

80.0

75.9

70.0

60.0

50.0

40.0

30.0

18.3

20.0

12.0

9.4

10.0

0.0

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

4.5 4.1 4.0 3.6 3.5 2.9

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?

8

7

7

6

5

4

3

4

3

3

3

2

2

1

0

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 and view/select inventory and view/select inventory and view/select inventory but can only enter in a and view/select inventory buyer by SSP by site name by domain/site URL whitelist of blacklist by proprietary classification (ex— proprietary channels)

Other response(s): URL, Geo, Time of Day, Position. Number of ads on page, design of page

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 REPORTING ACCESS Q:

How does an advertiser/agency/trading desk view reporting by inventory on your platform?

6

5

5

4

4

4

3

3

2

1

0

Buyer can log into a UI and view reporting by domain

Buyer can log into a UI and view reporting by SSP

Buyer can log into a UI and view reporting by audience segment

Buyer can log into a UI and view reporting by ad placement (ATF/BTF/ viewable)

Other response(s): No client facing UI currently, Buyer cannot log into a UI, reporting is sent on demand if required, but most manage their own 3rd party reporting, All reports are sent via email 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

MOST IMPORTANT FACTORS FOR VALUING IMPRESSIONS Q: Rank these factors for valuing an impression in order of importance.

4.5 4.1 4.0

3.8

3.6

3.5 3.1 3.0

3.0

3.0 2.8

2.7 2.5

2.5 2.0

1.6 1.5 1.0 0.5 0.0

ROI

Site Transparency

URL

Brand safety ranking (from 3rd party vendor like adsafe)

Viewable/in view

Audience affinity

CTR

Context

Page position (ATF/BTF)

SSP

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

CHARACTERISTICS OF QUALITY INVENTORY Q: How do you define “Quality Inventory”?

10 9

9

8 7

7

7 6

6

5

5

4

4

3

3 2 1 0

Brand recognition of the site

Comscore rating of the site

Content Type

Impression is viewable/”in view”

No auto-refresh of ad Position on the page Placement of the placements (ATF/BTF) page (ex: Homepage)

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

HOTTEST SSP/ EXCHANGE TOPICS Q: What are most of your conversations with SSPs/Exchanges about?

4

3.8

3.7 3.5

3.5

3.3

3

2.9

2.9

Technical issues

Inventory quality issues

2.5

2

1.5

1

0.5

0

Growth opportunities

New product initiatives (ex: buyer and deal ID)

New inventory

Private marketplace opportunities

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

ATTITUDE TOWARDS PUBLISHERS IN MULTIPLE SUPPLY SOURCES Q: How do you bid on a publisher that is coming in from multiple supply sources?

8

7

7

6

5

4

3 2

2

1

0

We bid on all inventory from a publisher, even if it is coming from multiple SSPs

We only bid on the publisher from the SSP where we see the best performance

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 DELIVERY PRIORITIES Q: Rank the following priorities for campaign delivery by importance.

5.0 4.5

4.4 4.1

4.0

3.8

3.5 3.0

2.8

2.5 2.0 1.5 1.0 0.5 0.0

ROI

Delivery of entire budget

Delivery on safe inventory

CTR

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

Thank you again for participating in our survey. For any additional comments or questions, please email your Demand Manager. Thank you, The Rubicon Project

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