RTB Study Case: Antevenio Smart AdServer RTB+2014

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Information about RTB Study Case: Antevenio Smart AdServer RTB+2014
Technology

Published on March 18, 2014

Author: Smart-AdServer

Source: slideshare.net

Customer case study Antevenio upgrades to premium programmatic with RTB+ Challenge Antevenio invests a lot in performance-based ad strategy. The network quickly understood the programmatic trading opportunity and started working with major SSPs months ago to increase revenue on remnant inventory. However CPM generated from programmatic sales were not completely satisfying and a significant part of the inventory remained unsold. The challenge for Smart AdServer •  Bring new revenue sources with higher CPM without generating additional operational cost. •  Do not cannibalize other sales channels. •  Offer deep understanding on how programmatic advertisers behave on the network. •  Provide monitoring tools that give 100% control of the RTB channel. •  Bring an overall vision of direct and programmatic channels to be able to optimize interactions between both channels. Solution Immediate set up, simple operations Starting with RTB+ is immediate and does not require any specific tagging. Smart AdServer’s account manager assisted Antevenio’s team in setting up the initial optimal parameters. RTB+ campaigns are like any other campaigns in Smart AdServer making operations really easy. Antevenio can manage RTB rules - floors and blocklists – with a granular level of control. RTB+ is used as a complement to other SSPs already running on Antevenio’s network ensuring it only brings additional revenues. Antevenio is a leading ad network in Spain. They reach over 12 million unique visitors and delivers more than 1.2 billion ad impressions every month across a range of premium sites including MTV, Paramount, Libertad Digital, Letsbonus, Repsol, BBC, etc. Five years ago, Antevenio selected Smart AdServer as their publishers’ ad server. The two companies worked together closely building comprehensive ad strategies. In September 2013, Antevenio reaffirmed its confidence to Smart AdServer and started using RTB+ which is fully integrated within Smart Ad Server. RTB+ increases Antevenio's programmatic eCPM by 20% 12 million unique visitors 1.2 billion ad impressions

Ad revenue channels optimization The holistic approach - ad server + RTB - allows Antevenio to optimize the yield globally and offer higher CPM : •  RTB impressions access first look. They can challenge direct sales and the system can deliver the ones that pays most. •  Antevenio also benefits from dynamic ad allocation : algorithms calculate how direct and RTB campaigns are delivering on the overall inventory. The RTB+ is allocated to the impressions that best monetize while making sure direct campaigns are 100% delivered. Full inventory control Antevenio can choose precisely which advertisers can bid for its inventory and what impressions they can buy. Blacklists and floors are defined up to the page and format level avoiding conflict between direct and programmatic sales channels . This secured and optimized RTB environment enabled Antevenio to opt for a full transparency mode and give access to a large volume of inventory including premium ad placements. Efficient expert team The RTB+ service team proactively assisted Antevenio in making the most of RTB+ : analyzing how advertisers are bidding on their impressions and recommending floor prices adjustments. Smart AdServer Integrated ad technology New high CPM campaigns reached in addition to existing programmatic revenues. On top 5 sites, 15% of bids exceed €4, one third exceed €2. Thanks to RTB integrated within the ad server programmatic eCPM are 20% higher. Transparency + quality inventory + premium placements = high floor price policy. Reports helped increase skills about buyers behaviors. Granular level of control makes it possible to precisely adjust floor prices to maximize revenues. Ad server RTB+ Holistic yield optimizer “WE HAVE BEEN PLEASANTLY SURPRISED BY THE EASE OF RTB+ IMPLEMENTATION AND IMMEDIATE GOOD RESULTS GENERATED. WE HOPE TO CONTINUE REACH AS MANY NEW BUYERS AND EXPECT A LOT FROM NEW RTB+ FEATURES.” -- Olga López, RTB manager, Antevenio.

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