There is no question that the effort of driving users to your website is a top priority for companies. Users generate traffic, which generates advertising inventory in the form of Page Views & Impressions (IMPs).
This inventory generates a Revenue Stream, which is only as strong as the traffic driven to your website.
Throughout the process, your sales team’s main focus is selling your digital inventory at the highest rate (CPM) possible; however, despite strong sales efforts, websites may still have unsold inventory. To fill the void, companies are using house ads or Google AdSense/AdWords, which drive little to no profit.
The good news is there are options for websites to increase their revenue. If you are seeing a significant amount of unsold inventory, working with a Supply-Side Platform (SSP) may be a good option for you. SSPs are able to use your unsold inventory benefiting you with a higher CPM than other reselling methods can provide.
Below is a Website’s guide, provided as a tool to help you choose the right vendor for your current business needs. As always, best practice is to do as much research and networking possible before signing on with a vendor.
What is a Supply Side Platform (SSP)?
A technology used to fill unsold Inventory – typically to exchanges & DSPs – to maximize your IMP revenue. SSPs are often used by Website owners to help sell their unsold display, video and mobile ads. Vendors currently selling on SSP technology include Google AdMeld, OpenX, PubMatic and AppNexus to name a few.
What are the benefits of working with an SSP?
- SSPs can generate higher CPMs compared to what you may be currently getting.
- SSPs offer the ability for websites to set “price floors” to dictate the minimum prices your inventory can sell for.
- SSPs gives you the power of choosing which advertisers can and can’t purchase your inventory.
What to consider when developing Pricing Floors?
- In my experience, websites have internal Direct & Indirect rate cards they use to determine the CPM-levels they can accept.
- Consider the value of IMPs based on Device, Customer Segmentation, Targeting elements. Determining your RPM (Cost per Page) can be a helpful starting point.
What is ‘Header Bidding’?
Recently, more and more SSPs are offering Header Bidding ability. The Information recently wrote an article on Facebook’s adoption of the Header Bidding technology in their Audience Network, Instant Articles.
At present, Inventory is typically offered to one advertiser or exchange at a time. Depending on your waterfall configuration, this method may result in a 10-15% drop-off, or sometimes even higher. The drop-off occurs when a user moves off the page before an actual ad can be served to the ad call request.
The functionality of a Header Bidding is configured to allow websites to send one ad call to all networks at the same time. Whomever responds first, at the highest CPM, is who owns the IMP. This allows for lower drop-off rates and allows you to increase your revenue.
Before choosing a SSP vendor:
- Analyze your site numbers – Site Analytics, Inventory, Trends – to gauge your current situation and identify where an SSP can assist.
- Identify Key Stakeholders & assign a lead owner, or project manager, who will help keep the process on track.
- Research vendors & narrow to 2-3 Vendors to start the process. I recommend reaching out to other publishers to get recommendations and/or introduction.
Choosing the best Vendor is important to the growth of your organization.
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