Knowledgebase: E-Planning Exchange
SSP - Inventory Structure and Monetization
on 30 July 2013 07:42 PM

When you enable e-planning´s SSP, you must take into account the way this new functionality will interact with the priority scheme set in the ad server.


The following graph shows the assignment of priorities and the ad server types of distribution suggested before launching the SSP:

 

 

The model presents a cascade, where the highest priority is given to clients with sponsors or fixed presences, and premium clients. Then, it applies delivery criteria, optimized by eCPM, for performance campaigns and networks. Finally, at the lowest levels, backup or internal campaigns are assigned.

 

With the inclusion of the SSP technology, the traditional diagram has been modified as follows:

 

 

It is recommended to enable the SSP with an intermediate priority, that is, below the priorities assigned to premium sales but above the adnetworks enabled in the system. (See How to enable the service)

The interesting fact about the model is its optimization intelligence achieved through RTB (Real Time Bidding). This will allow releasing each impression in multiple sources of demand and prioritizing the highest payer that shows interest in such impression. This represents a great difference from the direct revenue share agreements with networks, where you deliver impressions without knowing the selling price, and only access eCPM averages per period.

 

Different scenarios can be created according to the way publishers use the SSP:

 

A) SSP - Priority > Ad Networks (e.g.: Adsense)

In this type of scheme, the minimum eCPM goal that can be managed is the minimum obtained through Adsense. If the winning bid exceeds the minimum eCPM or the booked price, the impression will be delivered through the SSP. Otherwise, the bid will be automatically  rejected and the impression will be forwarded to Adsense -or another network that you have enabled in the system- for its release.

 

B) SSP - Priority < Ad Networks (e.g.: Adsense)

In this type of scheme the campaigns that run through networks (e.g.: Adsense) will be managed at a higher level, limiting their recurrence in order to avoid user’s saturation. Caps will be applied to those campaigns, for instance:  twice per user per hour or day. If during a day, an “X” user has already seen the Adsense campaign twice , the SSP will be activated and the 3rd impression will be put up for auction through RTB.


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