Trish Borrelli’s Post

Setting pricing floors in programmatic auctions can significantly boost ad revenue for publishers. At the recent Prebid Summit, experts shared essential tips for optimizing these strategies. Check out the key takeaways to enhance your auction yield.

There's no doubt that floor pricing helps protect the value of publishers' ad inventory, but it must be carefully managed. Setting the floor price too high can deter buyers, while setting it too low can result in undervalued inventory. Great timing to have this panel, and even greater insights from the industry leaders. https://lnkd.in/dYNrN3N9 #AdTech #ProgrammaticAdvertising #Monetization #Publishers #prebidsummit

For many programmatic suppliers, “header bidding” has become the preferred method of auctioning ad space, but what is it, and why was it developed in the first place? Before header bidding, the industry at large used a “waterfall” model, where the seller arranges ad networks starting with those expected to pay the most. Buyers in this environment bid one at a time, which means some bids never see the light of day, and sellers might miss out on better bids that come later in the chain. Header bidding was introduced to solve this problem, allowing sellers to request bids from multiple demand sources at once before choosing a winner. By doing this, sellers maximize competition and revenue, since all bidders have an equal opportunity to place their best offer at the same time. It all takes place in the header of the website’s code, hence the name! 🤓 #TheMoreYouKnow #ProgrammaticAdvertising #HeaderBidding

Programmatic advertising offers flexibility, but navigating deal types can be tricky. Here's a quick breakdown of the 4 main options for publishers: Open Auction: Great for high inventory volume, open to all bidders (potentially lower CPMs). Private Auction: Invite-only, allows curating who sees your inventory (potentially higher CPMs, but limited reach). Preferred Deal: Negotiate a fixed price with a specific advertiser (good for premium inventory, but sales not guaranteed). Programmatic Guaranteed: Sell a set number of impressions at a fixed price (highest CPMs, but requires strong advertiser relationships). Which option is right for you? It depends on your goals and inventory! #ReachAndFrequency #ProgrammaticAdvertising #AdTech #PublisherStrategy

🚨 Google Loophole Alert 🚨 Thought Google was a 2nd price auction? Think again... Let's start out with this snippet from the Google Ads help center: "If your ad is the only one that’s eligible to show, (for example, because none of your competitors meet their Ad Rank thresholds), you’ll pay the reserve price (the threshold rounded up to the minimum billable unit in your country, for example to the next penny in the U.S.). This means that depending on your ad quality and Ad Rank thresholds your ad could be relatively expensive, even when no ads show immediately below it." ➡️ TLDR: Being the lone advertiser meeting the Ad Rank threshold turns the auction from a second-price to a first-price auction. Giving you a golden opportunity to reduce costs. Why? Because if you’re the only eligible bidder, Google calculates your ad cost based on Ad Rank. Not on a competing bid. So if you literally just bid less in these situations, you would pay less without sacrificing any impressions or impression share. Comment below if you want us to audit your Google Ads account and identify these opportunities for you!

Bid shading is an optimization practice offered by publishers for programmatic advertising buyers as an alternative to first-price auctions. These auctions often favor publishers, leading to increased costs for advertisers. Cognitiv’s study found that 70% of buyers pay an additional fee for bid shading, resulting in billions in waste. Read our latest blog to learn more about bid shading and its impact on advertisers 👉 https://lnkd.in/dpAqUNQs

At DV, we know that digital advertising only thrives when publishers are able to monetize their inventory. In our newly launched Transparency Center, we share detailed explanations on various digital advertising topics so you can maximize protection and performance. This blog looks at how we help publishers maximize ad inventory revenue and reduce friction with buyers. Learn more here: https://buff.ly/4eyiGRZ

Exciting news! Freestar is redefining programmatic direct deals with a new curation strategy developed in partnership with Audigent called Premium Priority Deals (PPD), which officially launched at the Prebid Summit in NYC last month. The PPD approach gives buyers a “priority lane” to high-viewability, high-attention inventory that usually flies under the radar in open auctions. For advertisers, this means more transparency and access to mid-tier inventory that performs like premium, while our publishers gain the opportunity to attract larger programmatic display budgets without needing vast direct sales teams. Our CRO, Heather Carver, describes PPD as a powerful tool for delivering more value and unlocking new demand for publishers, shifting ad budgets from walled gardens to open-web publishers who need it most. Thank you to Anthony Vargas and AdExchanger for highlighting this exciting new chapter for Freestar! Read the full article for more insights: https://lnkd.in/eSZwfEMf

Check out the newest article regarding our partnership here at Freestar with Audigent on AdExchanger!

Want to Get the Most Out of Your Ad Spend? Ever Heard of Bid Shading? If you’re familiar with the Cost-Per-Click (CPC) advertising model, you might have faced a common dilemma: How to win bids for ad impressions without overpaying? The answer is ‘Bid Shading’. Bid Shading is a technique used in online advertising to help advertisers pay the right price for an ad impression. It’s like a secret weapon that helps you win the ad space at a price that’s just right. In simple terms, Bid Shading is when you place a bid that is lower than what you think the bid is worth. This is done to balance the chances of winning the bid and not overpaying for it. Bid Shading algorithms use data like market trends, site details, ad size, exchange rates, and bid data to find an average between the highest and lowest priced bids. They look at the historical prices of an ad placement and compare them to what buyers are willing to pay to predict the lowest price a buyer can submit to win the online auctions. So, if you want to get the most out of your ad spend, understanding and using Bid Shading can be a game-changer. #CPC #OnlineAdvertising #amazonads #facebookads #digitalamarketingexpart