Antevenio, a leading Spanish ad network, was seeking new revenue sources through programmatic without increasing costs. Their existing programmatic sales through SSPs generated lower CPMs and left inventory unsold. Integrating Smart AdServer's RTB+ allowed immediate set up without tagging. RTB+ brought higher CPM campaigns in addition to existing programmatic revenues. Through dynamic allocation and granular controls, RTB+ optimized yield across direct and programmatic channels while securing premium inventory. RTB+ increased Antevenio's programmatic CPM by 20% and helped maximize revenues through floor price adjustments.

1. Customer case study
Antevenio upgrades to premium
programmatic with RTB+
Challenge
Antevenio invests a lot in performance-based ad strategy. The network quickly understood the programmatic
trading opportunity and started working with major SSPs months ago to increase revenue on remnant
inventory. However CPM generated from programmatic sales were not completely satisfying and a significant
part of the inventory remained unsold.
The challenge for Smart AdServer
• Bring new revenue sources with higher CPM without generating additional operational cost.
• Do not cannibalize other sales channels.
• Offer deep understanding on how programmatic advertisers behave on the network.
• Provide monitoring tools that give 100% control of the RTB channel.
• Bring an overall vision of direct and programmatic channels to be able to optimize interactions between
both channels.
Solution
Immediate set up, simple operations
Starting with RTB+ is immediate and does not require any specific tagging. Smart AdServer’s account manager
assisted Antevenio’s team in setting up the initial optimal parameters. RTB+ campaigns are like any other
campaigns in Smart AdServer making operations really easy. Antevenio can manage RTB rules - floors and
blocklists – with a granular level of control.
RTB+ is used as a complement to other SSPs already running on Antevenio’s network ensuring it only brings
additional revenues.
Antevenio is a leading ad network in Spain. They reach over 12 million
unique visitors and delivers more than 1.2 billion ad impressions every
month across a range of premium sites including MTV, Paramount,
Libertad Digital, Letsbonus, Repsol, BBC, etc.
Five years ago, Antevenio selected Smart AdServer as their publishers’ ad
server. The two companies worked together closely building
comprehensive ad strategies.
In September 2013, Antevenio reaffirmed its confidence to Smart AdServer
and started using RTB+ which is fully integrated within Smart Ad Server.
RTB+ increases Antevenio's programmatic eCPM by 20%
12 million
unique visitors
1.2 billion
ad impressions

2. Ad revenue channels optimization
The holistic approach - ad server + RTB - allows Antevenio to optimize
the yield globally and offer higher CPM :
• RTB impressions access first look. They can challenge direct sales
and the system can deliver the ones that pays most.
• Antevenio also benefits from dynamic ad allocation : algorithms
calculate how direct and RTB campaigns are delivering on the
overall inventory. The RTB+ is allocated to the impressions that best
monetize while making sure direct campaigns are 100% delivered.
Full inventory control
Antevenio can choose precisely which advertisers can bid for its inventory and what impressions they can
buy. Blacklists and floors are defined up to the page and format level avoiding conflict between direct and
programmatic sales channels .
This secured and optimized RTB environment enabled Antevenio to opt for a full transparency mode and
give access to a large volume of inventory including premium ad placements.
Efficient expert team
The RTB+ service team proactively assisted Antevenio in making the most of RTB+ : analyzing how
advertisers are bidding on their impressions and recommending floor prices adjustments.
Smart AdServer Integrated
ad technology
New high CPM
campaigns
reached in addition
to existing
programmatic
revenues.
On top 5 sites,
15% of bids
exceed €4, one
third exceed €2.
Thanks to RTB
integrated within
the ad server
programmatic
eCPM are 20%
higher.
Transparency +
quality inventory +
premium
placements =
high floor
price policy.
Reports helped
increase skills
about buyers
behaviors.
Granular level of
control makes it
possible to
precisely
adjust floor
prices to
maximize
revenues.
Ad
server RTB+
Holistic
yield
optimizer
“WE HAVE BEEN PLEASANTLY
SURPRISED BY THE EASE OF RTB+
IMPLEMENTATION AND IMMEDIATE
GOOD RESULTS GENERATED.
WE HOPE TO CONTINUE REACH AS
MANY NEW BUYERS AND EXPECT A
LOT FROM NEW RTB+ FEATURES.”
-- Olga López, RTB manager,
Antevenio.