Challenge

Revenue optimization teams lack the insight and flexibility they need to optimize programmatic pricing strategies as frequently as the business requires. As a result, money is often left on the table.

Solution

  • Pull all relevant data from programmatic partners and load them into your data warehouse

  • Organize the data so that ongoing analytics is fast, easy and reliable

 

Background

Yield management teams have an abundance of data that’s generated from a number of programmatic touch points. They also have granular data on a wide range of variables, including ad units, positions, pages, buyers.

As a yield manager, how do you update business rules and price floors, automate data ingest for analysis so you can maximize revenue per ad product, simplify the process and improve insights around the performance of demand partners?

Vendors are helpful but limited. They have their own approaches to strategy, and they don’t always align with yours. Others don’t have the full suite of contextual and DMP data you have. With these constraints in mind, one can easily see the benefits to publishers of bringing programmatic optimization in house.

 

Challenges

  • Publishers have numerous relationships with programmatic exchanges. How do you get all of your reports into a single view for analysis and action?

  • The mechanics of managing price floors and in-direct demand have changed. SSP or exchange partners typically manage these functions, based on market conditions as they saw them, as well as their business priorities. But with header bidding, you now have the ability to set and manage your own business rules and price floors in the ad server.

  • Time constraints.  At present, revenue teams don’t have the time or resources to develop flexible strategies to respond to demand, but what if you could streamline the analysis so that time was no longer an issue? Such freedom could give you the both the opportunity to determine how frequently you need to refresh your strategies, and to do so as often as necessary to optimize your business.

  • Lack of visibility into the market. Revenue teams lack the ability to answer questions that are key to driving programmatic strategies, such as: What is the range of inventory offers we receive? What price points are those offers  clearing at? What are our volumes of inventory, and how do they change over time? Are there preferred partners and advertisers we’d like to attract to our site?
     

Optimization Goals:

  • Allow your organization to ingest data, identify trends and refresh business rules governing programmatic (price floors, inventory offered) quickly.

  • Improve insights around the performance of demand partners, so that you can respond with better management of your pricing dynamics, across a portfolio of products.

  • Identify the optimal price point for each auction at any given time, by product, ad unit and ad slot, both currently and in the future.

 

Elasticiti Solution

Elasticiti offers a two-pronged solution to help publishers optimize their programmatic pricing strategies:

 

Pull All Relevant Data

  • Pull data feeds from all of your sources (i.e. per demand partner/ per SSP, etc.)

    • We can potentially leverage high-caliber open source solutions, such as prebid.js, to enable you to push that data to your internal web analytics solution and benefit from its analytics API

  • Store the extracts

  • Load them in your data warehouse

  • Normalize the data for accurate comparisons

 

Set-Up the Mechanisms for Performing Analytics

We will organize your data so that you can easily perform ongoing analytics, such as:

  • Perform analytics for senior management, programmatic sellers or other monetization executives

  • Quickly determine rules that need optimizing

  • Extract that data in a format that allows you to push it back out to your header bidding rules, SSP, etc.

 

Questions about how we can help you?