LAST CHANCE:

Six passes left to attend the Digiday Publishing Summit

SECURE YOUR SEAT

The Exchange Rx: 4 ways ad exchanges must get better

Ad exchanges are looking for ways to step up their game. Global display advertising across the web, mobile Internet and apps continues its rapid climb –up by 32 percent last year, per Nielsen. And the volume of programmatically-traded advertising is rising with it. If the supply-side is to keep pace with the demand, it needs to move beyond standard integrations and pull interfaces.

Here, three DSPs serve tips on what exchanges need to do to push beyond the status quo.

Dial up the communication
Communication has its problems. Typically there’s a quarterly business review, but beyond that, there’s very little check-in.

“The better exchanges work closely with my team and take advantage of our partner program—lunch and learns and sponsorship events, beta releases and those types of things not only make more money, it’s going to make things easier to fix when there is a publisher that has an issue,” said Maureen Little, SVP of business and corporate development at Turn. “What you do want to do is make sure you have a really good baseline.”

Eye your inventory
With inventory – well, it’s complicated. Obviously, DSPs desire to eliminate any potential for fraud that they are sending through. Brand safety is an issue the entire industry still struggles with today. “To the extent that the exchanges can be more proactive in eliminating those supply sources from their offering is a win-win for everybody,” said Mike Monaco, VP of programmatic strategy and optimization at MediaMath. “It comes down to transparency in the end.” Buyers who Know exactly what a DSP is purchasing from the publisher are more motivated to be more willing to pay for that opportunity.

Turn’s Little gives credit to many exchanges in having human-based monitoring. Using tech that can scrape pages and look for the number of bad actors is vital, but the key, she said is having people on hand to spot check. “It’s really good to rank first by volume of traffic, but you also have to look at the websites that only serve up a few impressions, because we all know the Wall Street Journal likes nothing more than to find that one bad impression,” she said.

Start dealing with Deal ID
Deal ID is a much-craved concept industry-wide. It can flag or segment off specific inventory. How to start fixing Deal ID is one of the biggest topics right now, said Matt Sauls, SiteScout’s co-founder and VP of operations. Structures are being implemented where pre-fixed packages that advertisers can browse through and have a deal ready-and-waiting exist. But, the underlying technology has to be solved at scale. It isn’t just a searchable interface but actually houses recommendations, Turn’s Little pointed out. Here’s what it looks like: I have this inventory that matches your criteria, are you interested? Click yes or no. “It has to be a push interface, not just a pull interface,” she added.

Viewability’s visibility
An important metric, viewability is now becoming more interesting to people and should be ‘viewed’ as a critical statistic in the near future. But, Turn’s Little said it boils down to standards. “If you’re the exchange and you have a viewability metric and those two don’t match everybody is screwed,” she said. It’s Turn’s belief that eventually it will become a part of the ad server.

Added SiteScout’s Sauls on the future of working collaboratively: “I think the dream of what the perfect ad tech eco system will look like – a lot of people seem to agree on what that is.”

More from Digiday

Animation of a person scrolling on their phone.

Betches brings its viral voice to a new style destination for millennials and Gen Z

Betches Media yesterday introduced Betches Style, intended to offer style guidance to its largely Gen-Z and millennial women audience.

Roblox programmatic advertising

Roblox’s growth comes with growing pains between creators and ad sales

On September 5 and 6, roughly 2,000 Roblox creators and marketers traveled to San Jose for the platform’s annual creator conference. This year’s RDC came during a particularly busy period for Roblox, which is rapidly expanding its advertising business — announcing a partnership with Google to expand its programmatic ad business in April — while simultaneously facing a wave of lawsuits claiming the platform is not properly protecting its underage users. 

The definitive Digiday guide to what’s in and out for platforms

Here’s what’s been going on in the land of platforms over the last year.