The document discusses the past, present, and future of ad servers. It notes that historically there was little competition in the ad server market, leading to stagnation, but that header bidding and other innovations have increased competition and driven more revenue for publishers. It provides examples of how header bidding increased revenue from one supply side platform (SSP) from 9% to 17% of revenue. It also discusses how AppNexus is innovating with techniques like open dynamic allocation, accurate forecasting, and viewable guarantees to continue increasing value for publishers.

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Past, Present, & Future
of the Adserver
Tom Shields, SVP, Publisher Strategy, AppNexus &
Co-founder, Yieldex

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LOOKING BACK

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NO COMPETITION
NO INNOVATION

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The Stagnant
ADSERVER

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LONG LIVE
THE ADSERVER

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Competition Drives
Innovation
Using header bidding to drive revenue for publishers
Danny Khatib, Livingly Media

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CASE STUDY
NO COMPETITION
90% FROM AdX
OF REVENUE
U N P R O F I TA B L E
COMPETITION
40%
FROM AdX
OF REVENUE
P R O F I TA B L E
90%
LIFT IN eCPMs
NO MATERIAL CHANGE IN UX

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Competition Drives
Innovation
Using forecasting and analytics to drive revenue for
publishers
Felix The, AppNexus

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DFP Publisher Ad Server Revenue Opportunity
DIRECT
PUBLISHER
FILL RATE
DISTRIBUTION
SSP1
9%
Unfilled
53%
AdX
17%
Other SSPs
8%
Direct
13%
CASE STUDY

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DFP Publisher Ad Server Revenue Opportunity
43%
SSP1 BID
9%
SSP1
BID & WON
CURRENT
AD SERVER
HEADER
BIDDING
CASE STUDY

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43%
SSP1 BID
9%
SSP1
BID & WON
DFP Publisher Ad Server Revenue Opportunity
CASE STUDY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost to higher synthetic CPM SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
CURRENT
AD SERVER
HEADER
BIDDING
YIELDEX
Unfilled
53%
AdX
17%
Other SSPs
8%
SSP1
9%
Direct
13%
MANUAL OVERRIDE

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DFP Publisher Ad Server Revenue Opportunity
CASE STUDY
Unfilled
53%
AdX
17%
8%
SSP1
9%
Direct
13%
CURRENT
AD SERVER
HEADER
BIDDING
YIELDEX
MANUAL OVERRIDE
Unfilled
45%
AdX
17%
8%
SSP1
17%
Direct
13%
FUTURE
AD SERVER
Other SSPs

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AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video

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AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video
ACCURATE
FORECASTING
• 95% accuracy vs 68%
accuracy increases
revenue
• Accurate forecasting
reveals opportunities to
reallocate inventory

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NEW!
AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video
ACCURATE
FORECASTING
• 95% accuracy vs 68%
accuracy increases
revenue
• Accurate forecasting
reveals opportunities to
reallocate inventory
VIEWABLE
GUARANTEES
• Forecast, schedule, and
guarantee delivery of viewable
impressions
• Satisfy buyers without
operational overhead and risk
• Reduce the total number of
impressions it takes to fulfill
goals

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Decide.com and Wall Street Journal

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USER
EXPERIENCE
REVENUEUSER
EXPERIENCE
REVENUE

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LOW-VALUE USER
Limited / no cookie information
HIGH-VALUE USER
Small business CEO;
luxury auto intender

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LOW-VALUE USER
Limited / no cookie information

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COMPETITIONNO
INNOVATIONNO

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COMPETITION
INNOVATION

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WE CONTINUE TO
DRIVE INNOVATION
FOR PUBLISHERS
AppNexus
IS IN THIS TO WIN IT