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Tag Archive for advertising

| March 13, 2013
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How do SSPs work with Google Ad Exchange?

This post is getting old and might not be as relevant today. If you are looking for information on Google’s Exchange Bidding program you might check out this question on Quora.

I am not clear if SSP send a impression to a ad exchange and get ad from it, and how it works? I know ad exchange send a request to DSP then DSP send back response. But how SSP work with adx?
This question was asked on quora, below is my answer.

Ad Exchange nested in the Lumascape

Luma creates two distinct categories. One for Exchanges and another for SSPs.

In its purest form an SSP would only send bid requests to DSPs. Google’s Ad Exchange actually behaves like an SSP in this regard. The Ad Exchange, however, does not behave like a DSP. It does not receive bids from SSPs, nor would it bid on them if it did. Ad Exchange receives inventory via a traditional ad request using an ad tag.

Online advertising has very few companies filling a single role, such as the role of SSP. Most SSPs are also in the yield optimization business. In cases where a yield optimization platform runs an impression through their SSP technology and doesn’t receive a bid that wins the impression, it’s possible that the impression may be sent to Google’s Ad Exchange via an ad tag redirect.

In some cases the publisher may even be responsible for such an occurrence. The publisher might have a pass-back tag set up with their SSP which, in the event that there’s no winning bid, redirects traffic back to the publishers adserver which, in turn, would redirect the impression to Google.

Google does have DSP technology, but it’s not AdEx. It acquired a DSP company called Invite Media in 2010.

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Category: Working On It | Tags: , , , , ,
| March 6, 2013
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Do DSPs provide advertisers with more data…

… than when purchasing through an ad exchange or even using an ad server? I am tasked with helping to expand my company’s online marketing, the options we are looking at are essentially 1) using an ad server to manage ‘private’ media buys 2) using an ad exchange like OpenX Market or 3) using a DSP. One major factor in this decision is the amount of data we can collect in order to optimise media buys.
This question was asked on Quora, below is my answer.

In the current marketplace a DSP is going to be able to give you more insight into your buys across many exchanges and SSPs. They are built from the ground up to cater to the needs of buyers.

Data

You’ll want to find a DSP that can work with many SSP and exchange’s private marketplace technology stacks. You may even find yourself using an SSP’s interface to place orders with particular publishers. Those deals are likely to be executed through the SSP/DSP technologies, so you’ll still need your DSP to act as the buying agent once the deal is done.

Since data collection is one of your primary needs, you might consider using a 3rd party ad server if the DSP you’re working with doesn’t have one that suits you. You can use an ad server as a service or set aside some hardware and install one on your own.

Category: Working On It | Tags: , , , ,
| January 9, 2013
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Advertising Across Mobile Devices

This is the fourth in a series of posts walking readers through the mobile advertising space. Stay tuned for at least one more post in the coming weeks. This post is also published on the Rubicon Project blog.

Fragmented Advertising on Mobile

Fixing Mobile

When evaluating advertising options on mobile devices, it is important to consider the screen size as well as whether the content is viewed in mobile web or a native mobile application. Content that is viewed in a browser is often suboptimal for advertising. When presented with a standard un-optimized web page the phone’s browser will shrink the content to fit the width of the display. This has the unfortunate side effect of also shrinking ads, often until they’re very small. In this scenario, advertisers are not getting their money’s worth, as their ads are often too small to see.

Advertising Banners

To successfully advertise on web pages displayed on a mobile phone a site’s layout must be mobile optimized. This single column of content optimized for a phone’s screen lends itself to an advertising unit that spans the screen unobstructed. While hardly anyone would think that these small banner units that span the screen are the answer to mobile advertising needs, this is at least a place to start.

In an attempt to expand the advertising opportunities on mobile, the IAB is working with advertisers and publishers to create new, more engaging ad units for mobile. These units have names like “Push” and “Slider”. They are initially inconspicuous on the page, but can take over the entire screen to create a more immersive experience. Adhesion banners stay in the same place on the screen, remaining in view throughout the user’s session. Creative thinking like this has led to ad units that expand to the limits of the screen of the device. Rather than being little boxes on the screen, these ad units use the full dimensions of the device to be more immersive and engaging.

App Environment

Content viewed in mobile apps have distinct challenges from their web counterparts. These challenges are common to phones and tablets.  The most prominent challenge is the requirement of the SDK (or Software Development Kit). SDKs are sets of code that an application developer integrates into their app to allow mobile ads to run within their app.  Mobile inventory buyers, generally, develop SDKs.  Their code enables the application to call the buyer’s ad server to get ads and render them properly.  For each demand source that the application developer partners with, there is likely a new SDK integration.  The problem is that all these SDKs have a distinct set of instructions to perform a fairly common set of tasks. The proliferation of distinct SDKs has resulted in more fragmentation in the market.

There are still stories of app developers integrating up to seven different SDKs to manage the need for competitive demand for inventory.  Managing multiple SDKs can be problematic.  There is non-trivial operational and technical overhead of integrating additional code to the application. Demand partners have their own development roadmaps and update their SDKs on their schedule.  Each time an SDK is updated the application developer needs to re-integrate the code and re-submit the app for approval to iTunes or Google Play.

It’s not all gloom and doom in the app world though. The IAB has recently made efforts to normalize the SDK interactions to reduce the learning curve for integrating different SDKs.  It introduced the Mobile Rich Media Ad Interface Definitions, or MRAID.  MRAID is an effort to create a common set of standards.  Indeed, many mobile advertising companies now offer MRAID compliant creatives. As support for MRAID grows we all can be hopeful that these woes will subside.

Through the use of SDKs, mobile apps are able to make use of functionality that is native to mobile devices to deliver a more engaging advertising experience. Companies such as InMobi or Celtra offer a rich advertising experience to the user instead of the standard still-image ad (with click-through) that is very prominent in online display advertising.  The SDK opens the door for highly interactive and engaging ads, which have actually been well received by users.

Tablets

Tablet inventory, whether accessed through an app or web, comes with some interesting opportunities.  First among them is the larger screen offering the potential for larger ad formats.  There are several tablet-specific formats gaining traction in the market.  Some are custom for a specific application.  Others, like the Filmstrip from IAB’s rising stars, are approaching a level of standardization that can be leveraged by application developers and the currently rare tablet-optimized web.

The impact of these challenges depends on the user experience that you design for your mobile users. You should decide what the appropriate experience is for your content type, and then deal with the relevant advertising issues that arise. Formatting and building content specifically for mobile is the first step toward monetizing content. Have you had issues integrating SDKs with your mobile apps?

Category: Working On It | Tags: , , , ,
| November 20, 2012
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Building Content for Mobile Devices

This is the third in a series of posts walking readers through the mobile advertising space. Stay tuned for more posts over the coming weeks. This post is also published on the Rubicon Project blog.

Fragmented Mobile Content

Fixing Mobile

As I covered in the first blog post, mobile presents a tremendous market opportunity for publishers. A large and growing share of traffic comes from mobile devices. According to comScore, 13.3% of pageviews came from mobile devices in August.

On a smartphone there are basically two ways to go online: web or apps. Let’s start with apps. In contrast to mobile web, apps have been built from the ground up for smartphones. Content has rendered into an experience that doesn’t require a mouse and/or keyboard.  Additionally, apps normally don’t feel like a pared down or diminished version of their online display counterpart. Think about your favorite app – it’s likely that you’re playing a game, checking weather, interacting on a social network or looking for directions. These experiences seem natural on a smartphone app.

Apps vs Browser

In contrast to apps, using a browser on a smartphone to access a site’s “desktop experience” creates a number of challenges. When presented with a standard web page the smartphone’s browser will shrink the content to fit the width of the display.  This has the unfortunate effect of making all of the content very small, forcing the user to pinch, zoom and swipe to see content.

In order to combat this effect, publishers create “mobile optimized” websites. These sites are built with the screen size limits in mind. They typically feature pared down versions of their online display (desktop) counterparts, and often put smaller versions of images in-line with text designed to take the full width of the smaller screen.

In contrast to a negative experience on a smartphone, a tablet has more in common with standard desktop experiences.  Most standard web sites render just fine on tablets and even the ads can be seen. Users can view content on tablets with very little zooming and swiping. However, while the content renders mostly correct, tablets do share a challenge with their smartphone counterparts – the unique nature of touch navigation.

There are many resources online to guide you through the step-by-step process of optimizing your content for mobile devices. To get started it is important to recognize that mobile devices are navigated by touch, which is quite different than the mouse-driven, point-and-click navigation of the desktop world. Rather than clicks, you will design for taps; instead of scrolls you will design for drags and swipes. These are subtle differences that change the way that a user interacts with content. Button size becomes important. Drop down menus are harder to use. Anything that requires a hover is pretty much useless in a touch world.

Bytes

Another thing to consider is the file size of your site. Since much of the content accessed via mobile devices will be downloaded over cellular rather than high-speed access via Wi-Fi, it is important to trim the fat and reduce that file size as much as possible. A final consideration is the absence of Flash in the mobile web world. Flash content will not render on iOS devices. Given the ubiquity of iPhones and iPads, this is an important issue to address. There are alternatives to Flash, such as HTML5, that deliver similar capabilities and work across all devices.

At the end of the day, these devices share many characteristics but what works on a smartphone won’t necessarily work on a tablet; and vice-versa.  It’s important to examine these two device types independently to determine the best user experience for your content across these devices.  They need to be evaluated in terms of screen-size and form factor for strategies across content.  This goes from content to creative to analytics.  Have you built a mobile optimized site? What challenges have you faced? Comment below for other readers and I’ll address questions in future posts.

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Category: Working On It | Tags: , , , , , , ,
| October 30, 2012
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What Devices Are Really “Mobile” Anyway?

This is the second in a series of posts walking readers through the mobile advertising space. Stay tuned for more posts over the coming weeks. This post is also published on the Rubicon Project blog.

Fragmented Mobile

Fixing Mobile

In the last post I reviewed the market opportunity in mobile advertising and examined the unique challenges with each of the major operating systems in the market.  This post will focus on the various mobile devices and provide a structure for defining what constitutes “mobile”. Rather than thinking about mobile as one large group, let’s break it down by device type and screen size. Most devices (laptop, phone or tablet) now are “mobile” in that you could conceivably carry them around and get a Wi-Fi signal, browse the Internet and check email. However, research (and common sense, really) shows that this isn’t true in practice. From a practicality standpoint, how many people do you see walking down the street with an open laptop versus people typing away on their phone?

The term “mobile” gets thrown around and is used to classify pretty much any device that can be carried. However, to develop a comprehensive mobile strategy, you should think beyond the device and instead consider the form factor (i.e. size, shape, weight of the device) as well as how it is used. Through this lens, it becomes very apparent that smartphones and tablets are quite different even if both could be called mobile.

The mobile phone is very personal to the user.  It’s intimate, portable, in the pocket and always, ALWAYS with the person. According to a Gartner study of device usage, mobile phones are used throughout the day – 65% of users use them outside the home and 66% use them at work. These stats indicate that these devices are truly made to be on-the-go. Giordano Contestabile of PopCap Games enlightened a group at the Business Insider Mobile Advertising Conference with some survey results on PopCap’s users.  He indicated that 27% of their users take their phones to the bathroom.  Consider that next time you ask to use someone else’s phone.  All humor aside, this is clearly why the phone has been called mobile – it helps users with navigation, communication, entertainment and information in real time.

Tablets are different than mobile phones. They are not as personal as phones.  Rather, tablets are often shared by a household rather than used by a single person.  Perhaps due to this shared nature, they’re most commonly used at home. “But tablets are portable,” you’d argue. Sure, your tablet goes places.  It rides on the train, gets read on the plane, entertains children in the car; but it’s not in anyone’s pocket. So it’s definitely on the mobile spectrum, but also definitely isn’t the same use case as a smartphone. Apple’s recent announcement of the iPad Mini has created further nuance among these devices and introduced a new type – the mini tablet. While the jury is out on just how mobile these mini tablets will be, they will probably be used in ways that are more like standard tablets than phones..

Recent data from Neilson indicates that people will browse and search for products on their phone and tablet.  However, when it comes to purchasing, the tablet is king with 42% of respondents buying goods through the bigger screen. A second, rapidly growing usage of tablets is as the second screen in a newly coined “two screen experience”.  Epic shows like Game of Thrones and The Walking Dead offer the enhanced experiences, sometimes with synchronized content on both screens.  In this scenario users are on the couch, in front of their TV, watching a show while consuming the additional content available on their tablet. The online components of big budget entertainment productions are no longer in the hands of lowly interns monitoring blogs and twitter.  Instead, the enhanced offering and growing user base is drawing unique components of advertiser budgets.

As you develop the user experience for your content, you should weigh these different use cases. By thinking beyond the definition of “mobile” you can get to the root of how a device and its form factor can impact user experience. Is your content immersive and does it require a larger form factor, or is it largely text-based? What are the most common devices that are used to access your content? The answers to these questions can serve as a guide to formatting and building content for mobile. What do you think? Do you consider phones and tablets separately, or does their extreme portability make them mobile? Comment below for other readers and I’ll address questions in future posts.

Category: Working On It | Tags: , , , , ,
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