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Unified auction

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Karthik Ethirajan
Karthik Ethirajan

High level view of how unified auction helps integrate many buyers and drive publisher value

Technology
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© 2018 Karthik Ethirajan, all rights reserved Unified Auction in Programmatic Buying Karthik Ethirajan February 2018
© 2018 Karthik Ethirajan, all rights reserved 2 Unified Auction Democratizes Programmatic Buying Buyers compete transparently and on equal basis while Publishers leverage many types of ad buyers and optimize towards better yield or maximize eCPM Ad Server SDK Network 1 SDK Network 2 SDK Network 3 SDK Network 4 SDK AdServer Ad Tech Platform Header Bidding Programmatic Mediation RTB Auction S2S API Integration SSPs Demand Ad Networks Demand DSP Bidders Demand Optimize Yield Network SDKs can render custom ad units and are configurable. Each SDK adds ~1MB to size Increase Fill Rates by including a variety of demand partners e.g., Target FR to 90%+ Optimize Pricing Maximize pricing by setting bid floors & focusing on rich ads e.g., $14 eCPM for US video adsUnifiedAuction

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Unified auction

  • 1. © 2018 Karthik Ethirajan, all rights reserved Unified Auction in Programmatic Buying Karthik Ethirajan February 2018
  • 2. © 2018 Karthik Ethirajan, all rights reserved 2 Unified Auction Democratizes Programmatic Buying Buyers compete transparently and on equal basis while Publishers leverage many types of ad buyers and optimize towards better yield or maximize eCPM Ad Server SDK Network 1 SDK Network 2 SDK Network 3 SDK Network 4 SDK AdServer Ad Tech Platform Header Bidding Programmatic Mediation RTB Auction S2S API Integration SSPs Demand Ad Networks Demand DSP Bidders Demand Optimize Yield Network SDKs can render custom ad units and are configurable. Each SDK adds ~1MB to size Increase Fill Rates by including a variety of demand partners e.g., Target FR to 90%+ Optimize Pricing Maximize pricing by setting bid floors & focusing on rich ads e.g., $14 eCPM for US video adsUnifiedAuction