Past, Present, & Future of the Ad Server

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Past, Present, & Future of the AdserverTom Shields, SVP, Publisher Strategy, AppNexus & Co-founder, Yieldex

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LOOKING BACK

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NO COMPETITION

NO INNOVATION

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The Stagnant ADSERVER

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LONG LIVE THE ADSERVER

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Competition Drives InnovationUsing header bidding to drive revenue for publishers

Danny Khatib, Livingly Media

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CASE STUDY

NO COMPETITION

90% FROM AdXOF REVENUE

U N P R O F I T A B L E

COMPETITION

40% FROM AdX

OF REVENUE

P R O F I TA B L E

90% LIFT IN eCPMs

NO MATERIAL CHANGE IN UX

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Competition Drives InnovationUsing forecasting and analytics to drive revenue for publishers

Felix The, AppNexus

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DFP Publisher Ad Server Revenue Opportunity

DIRECT PUBLISHER FILL RATE DISTRIBUTION

SSP19%Unfilled

53%

AdX17%

Other SSPs8%

Direct13%

CASE STUDY

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DFP Publisher Ad Server Revenue Opportunity

43%

SSP1 BID

9%

SSP1BID & WON

CURRENT AD SERVER

HEADERBIDDING

CASE STUDY

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43%

SSP1 BID

9%

SSP1BID & WON

DFP Publisher Ad Server Revenue OpportunityCASE STUDY

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$0.05

$0.30

$0.55

$0.80

$1.10

$1.60

$2.10

$2.60

$3.10

$3.60

$4.10

$4.60

$5.50

$8.00

$10.50

$13.00

$15.50

$18.00

SSP1win-losedistributionbybidCPM

SSP1won SSP1lost

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$0.05

$0.30

$0.55

$0.80

$1.10

$1.60

$2.10

$2.60

$3.10

$3.60

$4.10

$4.60

$5.50

$8.00

$10.50

$13.00

$15.50

$18.00

SSP1win-losedistributionbybidCPM

SSP1won SSP1lost

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$0.05

$0.30

$0.55

$0.80

$1.10

$1.60

$2.10

$2.60

$3.10

$3.60

$4.10

$4.60

$5.50

$8.00

$10.50

$13.00

$15.50

$18.00

SSP1win-losedistributionbybidCPM

SSP1won SSP1losttohighersyntheticCPM SSP1lost

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$0.05

$0.30

$0.55

$0.80

$1.10

$1.60

$2.10

$2.60

$3.10

$3.60

$4.10

$4.60

$5.50

$8.00

$10.50

$13.00

$15.50

$18.00

SSP1win-losedistributionbybidCPM

SSP1won SSP1lost

CURRENT AD SERVER

HEADERBIDDING

YIELDEX

Unfilled53%

AdX17%

Other SSPs8%

SSP19%

Direct13%

MANUAL OVERRIDE

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DFP Publisher Ad Server Revenue OpportunityCASE STUDY

Unfilled53%

AdX17%

8%

SSP19%

Direct13%

CURRENT AD SERVER

HEADERBIDDING

YIELDEX

MANUAL OVERRIDE

Unfilled45%

AdX17%

8%

SSP117%

Direct13%

FUTUREAD SERVER

Other SSPs

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AppNexus InnovationsOPEN DYNAMIC

ALLOCATION

• Transparently maximize yield across all demand sources

• One tag, one auction, across multiple formats: banner, rich media, native, and video

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AppNexus InnovationsOPEN DYNAMIC

ALLOCATION

• Transparently maximize yield across all demand sources

• One tag, one auction, across multiple formats: banner, rich media, native, and video

ACCURATEFORECASTING

• 95% accuracy vs 68% accuracy increases revenue

• Accurate forecasting reveals opportunities to reallocate inventory

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NEW!AppNexus InnovationsOPEN DYNAMIC

ALLOCATION

• Transparently maximize yield across all demand sources

• One tag, one auction, across multiple formats: banner, rich media, native, and video

ACCURATEFORECASTING

• 95% accuracy vs 68% accuracy increases revenue

• Accurate forecasting reveals opportunities to reallocate inventory

VIEWABLEGUARANTEES

• Forecast, schedule, and guarantee delivery of viewable impressions

• Satisfy buyers without operational overhead and risk

• Reduce the total number of impressions it takes to fulfill goals

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Decide.com and Wall Street Journal

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USER EXPERIENCE

REVENUEUSER EXPERIENCE

REVENUE

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LOW-VALUE USERLimited / no cookie information

HIGH-VALUE USERSmall business CEO; luxury auto intender

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LOW-VALUE USERLimited / no cookie information

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COMPETITION NO

INNOVATIONNO

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COMPETITION

INNOVATION

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WE CONTINUE TO DRIVE INNOVATION FOR PUBLISHERS

AppNexusIS IN THIS TO WIN IT