cpax "full transparency: stories from the cpax front line"
DESCRIPTION
One of the most popular sessions of our IAB Canada X-Series: RTB event in May 2013. CPAX, the Canadian Premium Ad Exchange, discussed how they formed their alliance and the shared candidly how they operate. Presented by Corby Fine, Senior Director & GM and other participants within CPAX.TRANSCRIPT
FULL TRANSPARENCY
STORIES FROM THE FRONT LINE…
So, why CPAX?
Our first year.
Spring 2012 Summer / Fall 2012 Winter 2013
Numbers we like.
CPAX ecosystem:
+24B CDN impressions / month (A.N.)
+1M server calls a second (global)
+200 CPAX bidders connected
+100% growth monthly impressions
+130% growth impressions won
+225% growth in monthly revenue (10% French)
+50% of spend to date driven by Canadian Agency Trading Desks
Sizing the market!
Sizing the market!
13% utilize RTB now
46% have
increasedspend
past year
38% Say RTB is
fully integratedwithin 5 years
22% average increasein RTB spend in
2013
Too conservative? 422 CDN Marketing Execs say:
CPAX TECH
Just The Basics
• User Visits Website
• Publisher has ad inventory to monetize
• Advertiser has campaigns to deliver
• Ad is served to the site
Pop Quiz
28%
Evolution
• User Visits Website
• Ad is served to the site
RTB TECHNOLOGY
SSP DSP
CPAX Set Up (Current)
Publisher Ad Servers flow inventory to AppNexus
AppNexus custom installation merges 4 seats into one targetable entity
Content Channels representing 100+ sites are targetable as single domain e.g. http://WomensLifestyle.cpaxrtb.ca
Console and DSP clients are both able to target without a custom connection to AppNexus
CPAX Controls
PUBLISHERS:
Control their own rates
Manage their own block list
Add/remove inventory in minutes
Can customize opportunities by bidder
Challenges
US 3rd party data doesn’t scale in Canada
Verifications services (e.g. Pier 39)
DSP rate issues
DSPs Optimize differently
Direct Deals difficult to manage
Solutions
More consistent pricing per channel via strategic analysis of bid rates
Less domains to target and manage
Support for verifications services
Collaboration with DSPs
Publisher Direct Options
What’s next?
D-A-T-A
Publishers are building segments $ audiences
CPAX offers aggregate data opportunities
Publishers have different specializations
In aggregate, no audience is left out
Retargeting
Publishers within CPAX maintain theability to manage retargeting campaigns within the collectivewith preferred pricing on mediaCosts
Fully transparent
Same safe, premium brands
Data from one publisher, mixedwith inventory from the others
More Info: CPAXRTB.ca
COMING SOON: Mobile & Audio Inventory!