in September to get a better sense of how our demand partners view ... by domain/site URL. Buyer can ... own 3rd party r
SSP Marketplace & Inventory Discovery, Buying & Reporting From the Perspective of DSPs�
Fall 2012
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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!
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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
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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
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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
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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
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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
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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)
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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
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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
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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
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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
