BEST SUPPLY-SIDE PLATFORMS (SSP)
Are you a publisher who wants to monetise your website or app via display ads?
The below Supply side platforms will help you on that…
- Adcolony The leading mobile video advertising platform trusted by top grossing mobile app developers and Fortune 500 brands.
- Addaptive (Former Audience 360)
- Admob (Owned by Google) Mobile app monetisation platform for publishers who want to monetise their apps.
- Adsense (Own by Google) the emost simple way of display monetisation. might not be the best to optimise yield but the easiest to implement.
- AdThrive SSP for bloggers.
- AppNexus (Open source Header wrapper: Prebid) Ad management software.
- Beachfront video advertising platform for publishers. They offer only video ads, not traditional display ads.
- bRealTime real time header bidding solution for publishers. Offers guaranteed filled.
- Chartboost Monetisation platform for mobile games. Maximise revenue and capture new players with video and interstitial ads through the ad network, cross promotion or direct deals.
- Criteo. Offer a variety of ads including: native ads, standard IAB, Sticky footer, native API.
- DFP Double Click for Publishers (Owned by Google) Free ad server but no support. You will be swimming on an open sea, no-one really telling you how to do it. Best to implement it via a Partner who offers implementation specialists, traffickers or a Yield Management team.
- e-Planning: offers ad server + SSP. One of the oldest ad servers in the world.
- Gamut Media (Cox)
- Heyzap Monetisation platform for mobile app publishers. Set your monetisation to autopilot with our transparent mediation tools and beautiful mobile ads.
- Hiro Media
- Index EXchange
- Inmobi Video and native monetisation platform for publishers.
- Media.net The Yahoo! Bing Network gives you instantaneous access to one of the world’s largest marketplaces for keyword-targeted advertisers. No matter how broad or niche your website is – we have advertisers appropriate for your content.
- Mobfox Mobile monetisation platform.
- MonetizeMore (Header wrapper: MonetizeMore Demand) uses DFP and Google Ad exchange. Revenue share offering and free DFP implementation.
- Mopub Drive More Mobile Ad Revenue. MoPub is a hosted ad serving solution built specifically for mobile publishers. Grow your mobile advertising business with powerful ad management, optimization and reporting capabilities, and earn revenue by connecting to the world’s largest mobile ad exchange.
- One Ad Server (Owned by AOL – Formerly called: Adtech AG) They have their own exchange publishers can use. Ad server is supposed to be free and they charge 10% of the sales made via their own exchange.
- OpenX They work with Publishers who have at least 50 million page views a month. Smaller ones might want to consider Sovrn or Criteo.
- Primia Digital Strong in the Latin American market. Offers full service. DFP implementation and takes revenue share 25% of total sales. They can also help you find direct deals, in this case they take 40% commission for direct deals.
- PubCenter (Owned by Microsoft) Monetise your apps with Pubcenter.
- Pulse Point
- Revive Open source ad server.
- Rocket Fuel
- Rubicon advertising marketplace that connects sellers across trusted, high-quality buyers. Maximize yield for your inventory and audiences across all screens and formats, with all of the benefits that automation provides.
- Smaato Mobile-first platform and free ad server for publishers, app developers, agencies, DSPs and ad networks. Monetize your app or get targeted mobile traffic.
- Smart Ad Server (includes Rich Media Ads SSP ie: outstream video) : full stack: SSP + Ad server. Start at $600/month ad server fee plus 20% take on sales when using their SSP. Strong in the Latin American market.
- SpotXchange A video advertising platform for publishers (video ssp)
- Tapjoy monetisation platform for mobile apps.
- Teads (Outstream Video SSP) They say they were the inventors of outstream video and the number 1 video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory, monetizing it through programmatic buying, their own sales force, or third parties including Teads Managed Services. Teads’ native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before. Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
- Technorati (Header wrapper: Smartwrapper) Technorati is a publisher advertising platform that serves as an advertising solution for the thousands of websites in its network.
- Unity Ads Monetize your entire player base and reach new audiences with video ads.
- Unruly UnrulyX is a supply-side platform that allows publishers to unify and report on all outstream video demand in one place. Every impression available in UnrulyX is from our one-on-one publisher relationships and is vetted by Unruly Shield, our awesome suite of brand safety and anti-fraud systems. UnrulyX uses Unruly’s polite, viewability-initiated native In-Feed, In-Article, and Vertical Video formats across desktop and mobile on premium publisher sites, all of which can be viewed on the UnrulyX PartnerPortal. Accessible via all major DSPs and via open marketplace or private marketplaces.
- Vungle their in-app video ads blend into the native user experience and perform better, helping publishers generate more revenue.
- Yahoo Publishers with Flurry Analytics Yahoo App Publishing provides a flexible ad-serving platform that is easy to set up and use, enabling you to maximise your ad revenue and engage actively with your users. As a Publisher, you can drive revenue by creating banners, interstitials, native and video ads for your app.
- YieldBot (Open source Header wrapper: Pubfood) They welcome mainly websites in health, recipe/couponing, financial services and food/recipe. They also try to stick to a 5MM PV a month minimum, US PVs only per site.
WHERE ARE SSP’s LOCATED WITHIN THE DISPLAY ADVERTISING ECOSYSTEM?
When choosing an SSP, we recommend choosing one that offers Header bidding technology so you can get paid higher per CPM.
Benefits of a Header bidding SSP compared with a Waterfall bidding SSP.
- Increased yield and revenue: Publisher can use real bid prices to make better decisions around ad revenue optimisation
- Reduced discrepancies: Daisy chaining often leads to inconsistencies between the publisher’s system and the advertiser’s system, leading to billing disagreements that require time and resources to resolve. By removing the need for daisy chaining, publishers no longer suffer discrepancies
- Decreased time to get an ad on the page, which increases inventory and performance
What’s Daisy Chaining bidding (Waterfall bidding)?
It’s a relatively simple concept: Different demand was being placed in different buckets, and some buckets were given priority over others. Technology such as sovrn’s aims to pour the content of all individual buckets into one large bucket. Daisy chaining can be inefficient because it does not give a publisher full transparency into the fair market value of the publisher’s inventory, this means publishers often lose revenue by unknowingly offering and then selling a specific ad impression to one advertiser, when another partner lower in the chain would have paid more.
Understanding volatility of CPM demand.
- CPMs rise at the end of months and quarters as agencies try to spend client budgets. They also rise at the beginning of each hour and day as DSPs reset their frequency caps.
- Sophisticated advertisers (Procter & Gamble is an oft-mentioned example) back off from their spend during periods of artificially high demand.
- CPMs climb well before Thanksgiving. Starting Nov. 12, Amnet (a DSP platform) sees a 10% to 25% increase in average CPMs, and a 50% spike above average on Black Friday and Cyber Monday. “The irony is the largest budgets are at the time when it’s most expensive to buy. Because more consumers are in a shopping mindset the last couple of months of the year, campaigns still perform better”said Amnet platforms head Chris Romano.
- On AppNexus’ exchange, people are three times more likely to convert during the fourth quarter, with the average conversion rate going from .1% in Q1 to .3% in Q4. making CPM’s prices higher.
- CPMs drop on Christmas and remain low through January. But people still buy after Christmas.. AppNexus showed conversion rates ranging from .07% to .09% from Dec. 23 to Jan. 2, when CPMs are at their lowest.
- Among other holidays, the Fourth of July and Memorial Day both also bring big traffic dips. According to AppNexus, traffic in the US dipped 25% compared to non-US traffic on July 4. For these warm holidays, consumers aren’t just away from the Internet. They’re not shopping, either. There are holidays like a July 4 or Memorial Day, where the performance is not there unless you have a promotion at that time. For something like a March Madness package, DSP’s negotiate these packages well in advance and offer them to clients.
- During holidays desirable to brands, advertisers will obviously pay more to get near the hot content. MediaMath observed that private marketplace deals rise 20% to 30% around special deal packages for holidays like the Super Bowl and Valentine’s Day.
- Competition becomes fierce to reach the right consumers on Black Friday or Cyber Monday because the sales cycle is very short. That’s when top brands are willing to pay top CPMs for securing those users.
- Daily rhythms factor into how advertisers reach consumers. Traffic dip when people sleep and rising as they wake. Many advertisers like to reach users as they’re logging on first thing in the morning, when traffic volume is rising. The assumption is that advertisers are trying to grab users’ attention first thing, to get that first impression of the day,” CPMs peak at 60% to 80% above the early morning hours (2 a.m to 5 p.m.). That spend tapers off until the evening, when there’s a second peak of people going on the Internet from home, from 7 p.m. to 11 p.m.
- Weekends see lower traffic, and a higher percentage of mobile traffic, than weekdays. Some advertisers avoid the weekends because they don’t see as many conversions. Weekends are never great performers for hotels, because people are in the hotels on the weekend.
TOP PROGRAMMATIC CONSULTANTS
- Mauricio Escobar from eDigital, Sydney, Australia
- Prohaska Consulting, New York. USA
- Stephanie Layser, New York USA.
- Not sure what SSP to implement or need a freelance trafficker to manage and optimise your ad server or SSP? Contact our eDigital team today!
OTHER RESOURCES FOR PUBLISHERS
- Display Advertising Trends 2011 Report by Google and Double Click for Publishers