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In your opinion, what are the main factors or thresholds (impression volume, RPM, etc) where a self-serve solution starts to make sense for a publisher? Ie. wha

In your opinion, what are the main factors or thresholds (impression volume, RPM, etc) where a self-serve solution starts to make sense for a publisher? Ie. what framework would you use to determine viability? Separately, in your opinion, what sort of stack should a publisher consider if they want to be privacy-friendly? Obviously if certain values are left out of the bid request, fill RPMs will suffer, but that may be acceptable for some publishers as the cost of striking a better balance between privacy and ad revenue. I realize there's a lot to unpack, but feel free to get technical with me, I'm on both the buy and sell side.

manigandham 7y ago
It comes down to inventory (volume and quality) and supply path (how easy is it to buy). There's a trade off there as buyers will put in more work if it's highend buys (like NYT homepage takeovers) but a normal site probably need around 10M clean (no bots, not paid traffic) impressions per/month to make it worthwhile at this point, so that there's enough fill to offset separate discussions for your supply. If you have that volume, then the first step is to create private marketplace deals (with deal ids) and negotiate with all the big agencies and trading desks. It's mostly about getting the right intros and meetings but is good outcomes for both sides and is easy to maintain. Privacy-friendly is a whole different game though and the industry is not ready. Everyone is still focused on cookies even though we're rapidly getting to 50% of impressions not having them at all (or having no persistent ones). One option is running your own adserver (several that you can buy on the market) to control the endpoints (reduce adblocking and cookie loss) but that doesn't really affect the bid requests and creatives as you say. It's really just fixing the final layer and it's also a lot of work for most pub dev teams. Hard for anyone but big sites that can dedicate enough resources to a self-serve system and back it up with a sales team. The long-term solution is working with and upgrading RTB to handle privacy compliance. This is a new project that my team has started called Privolta [1] which is a privacy-first ad server and SSP that removes all PII and identifying marks in a bid request while still allowing buyers to maintain frequency caps and aggregated targeting. The biggest challenges are in working with DSPs to clear a supply path and also monitoring and modifying creatives safely so no tracking data is collected while the ad is rendered. Happy to discuss more if you're interested, let me know. 1. https://www.privolta.com/ https://www.privolta.com/

manigandham 7y ago

It comes down to inventory (volume and quality) and supply path (how easy is it to buy). There's a trade off there as buyers will put in more work if it's highend buys (like NYT homepage takeovers) but a normal site probably need around 10M clean (no bots, not paid traffic) impressions per/month to make it worthwhile at this point, so that there's enough fill to offset separate discussions for your supply. If you have that volume, then the first step is to create private marketplace deals (with deal ids) and negotiate with all the big agencies and trading desks. It's mostly about getting the right intros and meetings but is good outcomes for both sides and is easy to maintain. Privacy-friendly is a whole different game though and the industry is not ready. Everyone is still focused on cookies even though we're rapidly getting to 50% of impressions not having them at all (or having no persistent ones). One option is running your own adserver (several that you can buy on the market) to control the endpoints (reduce adblocking and cookie loss) but that doesn't really affect the bid requests and creatives as you say. It's really just fixing the final layer and it's also a lot of work for most pub dev teams. Hard for anyone but big sites that can dedicate enough resources to a self-serve system and back it up with a sales team. The long-term solution is working with and upgrading RTB to handle privacy compliance. This is a new project that my team has started called Privolta [1] which is a privacy-first ad server and SSP that removes all PII and identifying marks in a bid request while still allowing buyers to maintain frequency caps and aggregated targeting. The biggest challenges are in working with DSPs to clear a supply path and also monitoring and modifying creatives safely so no tracking data is collected while the ad is rendered. Happy to discuss more if you're interested, let me know. 1. https://www.privolta.com/ https://www.privolta.com/