iponweb. pushing back: supply side challenge
TRANSCRIPT
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PUSHING BACK: Supply Side ChallengeArtem RodichevBusiness Development Manager
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We specialize in solving the complex challenges around building real-time advertising platforms at scale. Over the past 10 years IPONWEB has pioneered custom ad-tech technology for more than 100 companies globally.
IPONWEB IS A GLOBAL TECHNOLOGY COMPANY
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Programmatic Ecosystem Shifts
Trading Practices
SUPPLY SIDE CHALLENGES
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2014 IAB Programmatic Adverting Study
• Ad-tech revenues – 55%• Publishers – 45%
Programmatic has shifted a lot of the money that was on the table from publishers to (ad-tech) intermediaries.
In terms of previous charges
Ad Tech Revenue
Previous Tech Cost
55%30%
25%
NetworkCharges
ProgrammaticTax
=
PROGRAMMATIC CAPITAL SHIFT
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SHIFT TO AUDIENCE BUYINGPremium Publishers Long-Tail Publishers
Image via AudienceXpress
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Huge Publishers with scale are packing their inventory with data, moving revenues away from publishers without substantial data assets
DATA PACKAGING
Other 11 %Twitter
8 %
Google23 %
Facebook58 %
Other 23 %
Twitter6 %
Google20 %
Facebook51 %
Source: MAGNAGLOBAL, eMarketer
2014 2018
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Programmatic Ecosystem Shifts
Trading Practices
SUPPLY SIDE CHALLENGES
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PROGRAMMATIC Pricing Distribution
REVE
NU
E %
CPM
IMPR
ESSIO
N %
10 %
30 %
40 %
50 %
20 %
10 %
0 %
20 %
0 % $1 $2 $3Above
$4 $10$5 $8 $9$6 $7
1ST LOOK
AVERAGE PROGRAMMATIC FIRST LOOK
$3.00
$1.05
OVERALL CPM PRICING
PRIC
E
Source: ExchangeWire 2014
30% Sales > $4
15% Sales > $7.5
7% Sales > $9
“1st Look” and “Programmatic Guaranteed” schemes are often mispriced
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$7.00$6.60$6.30$6.00
BUY SIDE PRESSURE
$3.00$2.80$1.70$0.50
Non-Submitted Bid
Subm
itted
Bid
s
DSP
1D
SP 2
WIN
NIN
G B
ID
2ND
PRIC
E FAIR
2N
D P
RICE
$6.61$7.00
$3.01
DSP Internal Auction
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GAMING THE AUCTION
Charging the median between 1st & 2nd Price
WIN
NIN
G B
ID
MED
IAN
PRI
CE
SECO
ND
PR
ICE
Easy to Detect and Avoid
BID
1) Add Small Random Component to Bid
2) Detect Correlation
3) Eliminate the Gap
TIME BID MEDIAN PRICE SECOND PRICE
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How to find $X that is best for publisher?
INDEPENDENT CLEARING PRICE
Bid Probability Density
IMP Not Sold Bidder Wins and Pays $X
Floor @ $X
Bid CPM$1 $10
Floor should not depend on the bid value
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OPTIMAL FLOOR PRICING
Best $X
FLOOR $5$1 $10
Impressions Not Sold
Expected Payout
Bid Probability Density
Expected Payout (X) = X P (bid > X)
Optimal Bid Equation: P(bid>X) – X P(bid=X) = 0
Maximum Payout X P(bid>X) = 0ddX
Maximising Payout
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• Bid Density Γ(2,$3.00)• Typical Bid $3.00• Average Bid $6.00• 2nd Price Floor $0.00• Optimal Floor $4.85
EXAMPLE
AUCTION
• Traditional 2nd Price• 50% Cheat• Optimal Auction
CPM
$0.01$3.00 – Until Busted$2.53
$3.00 $4.85
Global Cartel
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SUPPLY SIDE TACTICS
Data Protection
Optimal Auction
Own Your Territory
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