AdAudience sets the rules – Yieldlab YRD provides real time the perfect yield for each individual Ad Impression with Yieldprobe.

THE SOLUTION

THE SETUP

Yieldlab Yieldprobe (Header Bidding)

Customer Case Study

PROGRAMMATIC PREMIUM: ADAUDIENCE’S EXEMPLARY FUNCTION IN DATA-DRIVEN PROGRAMMATIC ADVERTISING IN EUROPE.

THE CHALLENGE

AdAudience, the joint venture of seven leading German publishing and TV content marketers, uses Yieldlab’s technological infrastructure for automated trading of AdAudience media since the beginning of 2014. With the integration of Yieldlab YRD and linking the data of all cooperation members, AdAudience effectively utilizes every available potential.

The targeting specialist, AdAudience, was searching for a platform to programmatically market its targeting solutions in the premium segment Run of Network through all its alliance partners. Until now, data had been imported via a separate Data Management Platform (DMP) and campaigns had been dealt with directly, expanding the programmatic sales environment should open up new customer groups–without losing focus on branding. A clear distinction to available advertising space offers was a decisive factor in selecting a technical partner.

Due to the various options for enriching Ad Impressions offered by AdAudience, the SSP, to which AdAudience’s exclusive data pool would be linked, had to live up to high standards. Reaching 45 million unique users per month (May 2015) and excelling within the industry alliance, AdAudience offers the ideal foundation for developing targeting solutions – from standard targeting (technical targeting, re-targeting, geo-targeting) to socio-demo- graphic interest characteristics from the entire data pool of Intelligent Data Alliance and AdAudience’s target groups (behavioral targeting affinities, Extension of environment) to statistical re-targeting and individual target group modeling/optimization. The requirements for the technology platform include: the ability to cover all large and special formats offered – from billboard to wallpaper private marketplace (PMP) functionality a far reach across the premium marketer environment in Germany In addition, special technological requirements of targeting specialists had to be met. After a comprehensive evaluation, the decision was made to use the technical infrastructure Yieldlab YRD – the platform solution for premium publishers.

The requirements for efficient data-driven premium marketing via a platform that offers flexibility through special formats and private market place functions via the Desktop and Mobile channels, were met in a timely manner with Yieldlab YRD.

An integral and relevant part of the YRD setup for AdAudience is Yieldprobe, called Header Bidding, a solution which has been tried and tested by nearly all important Yieldlab publisher partners for the past three years. The use of a pre-code in the page header preempts the AdServer’s access to the impression and creates competition between all demand sides in the form of a single auction. For this purpose, Yieldprobe is integrated as an API into the publisher’s existing system landscape and attached to the AdServer. It ensures that in order to accomplish objectives in a better way, comprehensive yield optimization can take place between campaigns directly sold by the publisher and programmatic advertising. We call this “unified yield optimization”. During the process, the Yieldprobe control logic of Yieldlab YRD currently compares up to 200,000 detailed price offers to the entire demand side per second. For every millisecond, every position and every user on the website, the advertiser with the best match to the publisher’s strategy is determined in a single auction. Prerequisite is a supply side platform that acts like a private marketplace for all advertising channels and inventory classes. Whether for desktop, mobile or video inventory, the access for each individual advertising customer can be selected and controlled via the Yieldlab YRD interface. This is the only way, a publisher can significantly increase its eCPM and by association overall its return on digital investment and its fill rates as well.

Last year’s experiences have shown that programmatic purchasing is enjoying increasing acceptance as an additional component in media planning and embodies the trend-setting path, especially for data-driven branding campaigns. In part due to the focus on the inventory of premium publishers, Yieldlab takes a top position in the programmatic selling of high-quality inventories, and manifests its exemplary function within Europe’s data-driven programmatic branding advertising industry with its solution for AdAudience.

These numbers clearly show that the core potential of premium programmatic advertising lies within a solution that uses a combination of efficiency benefits from automated media trading and internal yield optimization. With such an integrated approach, the publisher is able to efficiently manage the entire demand for his inventory via one single system, platform and interface. For premium publishers, it is not only extremely important to set individual minimum prices for every single placement option and limit the access to certain auctions using DEAL ID and black or white listing, it is just as important to ensure an ongoing, seamless feed of fixed prices from pre-negotiated deals of the direct sales team into Programmatic Advertising. In order to clearly map these requirements, the marketing platform has to be equipped with deeply embedded PMP functionalities. In addition, high variability for the delivery of advertising formats including special formats and wallpapers is required to ensure the implementation of data-driven branding campaigns. About AdAudience: AdAudience is a joint venture of the marketers G+J Electronic Media Sales (G+J EMS), Forward AdGroup, IP Deutschland, iq digital media marketing, Media Impact, OMS and SevenOne Media. As targeting specialist, AdAudience bundles the online reach of its seven shareholders and allows target group specific advertising campaigns on a unique portfolio. This makes AdAudience one of the leading providers in data-driven advertising. For further information, please visit www.AdAudience.de About Yieldlab The Yieldlab AG is the specialist for premium programmatic advertising. Leading European media companies already rely on Yieldlab. The Yieldlab YRD technology for yield optimization and programmatic advertising allows publishers to manage and monetize their entire desktop, mobile and video inventory, automated and in real-time. Efficiently and securely, publishers are able to programmatically implement any selling strategy with full transparency and a comprehensive reporting and analysis tool on one central interface. All relevant media agencies and demand side platforms are linked to Yieldlab YRD. The majority of the top 10 marketers are using Yieldlab’s technology. Yieldlab is a premium interface for programmatic commerce of online inventory and is with an annual sales growth (CAGR) of more than 700% one of the fastest-growing companies in the industry. www.yieldlab.de

Auction process with Yieldprobe: The publisher sets the rules – Yieldlab YRD provides real time the perfect yield for each individual Ad Impression with Yieldprobe: Programmatic deals, campaigns sold directly and revenue share agreements are optimized according to the eCPM. Yieldlab performs an eCPM prediction for these partners to ensure that all bids placed by the demand sides for the Impression in the auction are in line with the objective of the publisher.

THE RESULTS

Yieldlab’s partner Active Agent uses a specific DSP interface to the Yieldlab YRD platform to place internal bids during the Yieldprobe auction process, and enables AdAudience to release pre-negotiated deals of the direct sales teams into Programmatic Advertising. AdAudience’s high expectations on flexibility in regards to its campaign management, comprehensive multi-channel specific formats and high-performance delivery on the ad server side are satisfied by ADITION, the leading European unified adserving and second largest premium adserving provider in the German-speaking area. Just like Yieldlab, ADITION and Active Agent belong to the Technology Specialist Association of the Virtual Minds Group.

Comprehensive marketing solution for AdAudience: Adserving, yield management combined with programmatic advertising.

As one of the pioneers in this area, targeting specialist AdAudience was able to cultivate existing relationships with large agency groups and attract new demand partners with its programmatic premium offers. In comparison to the increase from H1/14 to H2/15*, sales in the programmatic area increased by 368 percent.

Yieldlab, AdAudience | Customer Case Study

published by Yield lab in December 2015 - supported by keycomm

500

400

300

200

100 0 H1 2014

AdA programmatic premium sales increase

Index-based sales growth in %: Growth rate over the time course = growth by 368 % *H2 2015 up to and including November 2015

H1 2015H2 2014 H2 2015*

100 293 358 468

+368 %

Kunden-Case