In this context, green programmatic advertising is becoming more crucial because it is a powerful tool for businesses to communicate their commitment to environmental responsibility. It allows brands to showcase eco-friendly practices, highlight sustainable products, and share initiatives to reduce environmental impact. This not only resonates with environmentally conscious consumers but also builds trust and loyalty among a growing segment of the market that prioritizes sustainability.

Sustainable Programmatic Deals 

Right now, the need for green advertising is not driven by regulatory requirements. But as we see a broad global shift toward sustainability, it is a strategic imperative for businesses to participate in an environmentally conscious advertising marketplace.

Programmatic deals were always on the leading edge of any changes and developments in the programmatic industry. After all, they allow various additional features to be added by the publishers or the supply-side platforms (SSPs), which are not accessible if the transactions are done on the open exchange.

This includes the shift toward more sustainable marketing practices. By leveraging programmatic deals, advertisers can strategically target audiences on eco-friendly platforms, such as marketplaces for used clothing and accessories. But they can also optimize their media buying process to minimize their carbon footprint. This not only enhances the visibility of sustainable products but also aligns advertising efforts with environmental consciousness.

The essence of programmatic deals lies in their ability to optimize ad placements, ensuring they resonate with eco-conscious consumers. These deals facilitate a seamless connection between advertisers and consumers focused on environmentally friendly products and services. For example, in the case of a news publisher, the programmatic deal can only target specific ad units in articles about sustainability, renewable energy, circular economy, etc. The result is a win-win situation – advertisers reach a targeted audience genuinely interested in sustainable products while consumers discover products aligned with their values.

Furthermore, programmatic advertising allows for precise campaign impact measurement, including calculating carbon footprints. This feature was made available by two leading SSPs Marketplaces: Equativ (formerly known as Smart) and Adform. This level of transparency was unavailable previously. Now, it empowers advertisers to assess and refine their strategies, minimizing environmental impact while maximizing reach and effectiveness.

Carbon Footprint Measurement in Programmatic Deals

Let’s go with an example. The programmatic deal set up in Equativ SSP allows the buyer to calculate and get a report of the carbon footprint of each part of the media delivery process: from the campaign set up to the reporting. Several factors are considered into the carbon emission calculation, such as devices, deal type, creative size, format and duration and much more.

The Equativ Campaign carbon impact report allows us to check which device categories were the most energy efficient or which creatives caused the most footprint. In the preliminary information supplied by Equativ, we see some interesting conclusions. 

There were no surprises regarding the specific creative footprint: the lighter the creative, the less negative environmental impact. The worst were the longer video creatives and the heaviest display or rich media ads. In regards to the device categories, the most efficient were the mobile phones: smartphone < TV < tablet < PC. 

In a first test campaign, Equativ’s methodology reduced the carbon impact by 64%, generating 37g of CO2 emitted per 1k impressions versus 103g as a benchmark. The environmental impact of the campaign represents the equivalent of driving 27.76 kilometers, compared to 76.8 kilometers for a non-optimized campaign.

“In the digital advertising ‘value chain,’ which encompasses the journey from conceptualizing an idea to the moment when an advertisement reaches the user and the subsequent reporting of results to the advertiser, multiple stages are involved. Each of these stages needs the use of energy. Hence, we meticulously examine the entire campaign delivery process to initially quantify the energy consumption associated with each step. Subsequently, we focus on reducing this energy consumption by optimizing the path and refining the underlying processes while guaranteeing the meet of expected performance from our partners.”,

says Marcin CZACHOROWSKI, Senior Manager, Demand Partnerships at Equativ.

For detailed information on green programmatic deals, check the presentation from our recent event.

Go For Responsible Programmatic Advertising

In essence, programmatic deals are not just revolutionizing the advertising landscape but steering it towards a greener, more sustainable future. As brands increasingly prioritize eco-friendly messaging, programmatic deals are a key enabler, paving the way for a more environmentally conscious and responsible advertising ecosystem.

If you’re interested in sustainable programmatic deals, contact our team to get to know the offer. 

The post How Programmatic Deals Are Leading the Way to Sustainable Advertising first appeared on Yieldbird - Research Hub.

Even though you may try your best, you’re only human, and humans make mistakes. But wait a minute, would there be a solution to help me out with this and automate the process of Open Market pricing strategy setup? Here it is – Google Optimized Floor Prices. But the real question is, are you getting the most out of it? What about alternatives for GAM users?

In this article, we delve into the powerful mechanisms of Google Optimized Floor Prices and the other solution – Price Genius, two cutting-edge tools designed to boost your earnings. Let’s explore how these tools work, their similarities, and the key differences that set them apart.

Google Optimized Floor Prices: Unleashing the Power of Machine Learning

Google Optimized Floor Prices is a revolutionary flooring mechanism embedded within unified pricing rules. Unlike traditional floor prices and target eCPM, it harnesses the prowess of machine learning to adjust floor price levels dynamically. The primary objective? Maximizing a publisher’s long-term revenue while preventing excess unfilled impressions.

Key Features

• Automatic Adjustment: Fully automated, it ensures hassle-free operation on any part of the publisher’s inventory.
• Overrides Unified Pricing Rules: Google Optimized Floor Prices take precedence over unified pricing rules, except for advertiser-specific rules.
• Experimentation: Publishers can set up experiments to optimize the performance and maximize revenue potential.

Price Genius: Elevating Revenue with AI-Powered Precision

Price Genius is an AI-powered automatic floor price management tool designed to elevate publishers’ revenue. This solution employs machine learning algorithms to determine optimal daily floor prices for each managed ad unit, ensuring a data-driven approach to maximize earnings.

Key Features:

• AI-Powered Precision: Utilizing machine learning, Price Genius selects optimal floor prices on selected ad units daily to maximize revenue.
• Benchmarking Mechanism: Equipped with a built-in benchmarking mechanism and a dedicated reporting dashboard for performance evaluation.
• Traffic Segmentation: Uses key values to split traffic, aiding in modeling and benchmarking for better decision-making. 

See Price Genius in action:

• How Wallapop Optimized Pricing Strategy and Generated 8.6% Uplift
• How Taboola News Optimized Pricing and Generated 11% Uplift With Price Genius

Can Google Optimized Floor Prices and Price Genius Coexist?

While both tools share similarities, they operate in distinct ways, making simultaneous use challenging. Google Optimized Floor Prices and Price Genius cannot handle the same part of the inventory and traffic concurrently. However, publishers can leverage the strengths of both tools by using Google Optimized Floor Prices on the benchmark part of the traffic, while Price Genius will manage the rest.

Key Similarities:

• Machine Learning-Based: Both tools harness the power of machine learning for automatic floor price adjustments.
• Automation: Fully automated processes ensure efficiency and ease of use.
• No Interference: Both tools will override other rules (except advertiser-based rules) on the traffic they handle.

Key Differences:

• Frequency of Adjustments: Price Genius maximizes daily revenue with frequent adjustments, while Google Optimized Floor Prices prioritize long-term value preservation with less frequent adjustments.
• Reporting and Benchmarking: Price Genius provides a dedicated reporting dashboard and built-in benchmarking mechanisms, whereas Google Optimized Floor Prices relies on the publisher for performance evaluation.

Price Genius is GAM’s Perfect Extension

In conclusion, Google Optimized Floor Prices and Price Genius are powerful tools to maximize publishers’ revenue potential in the dynamic world of digital advertising. 

Do you want to challenge Google Optimized Floor Prices from your GAM? Experience the benefits firsthand by trying a free Price Genius trial. Witness the seamless integration of AI-powered precision into your ad revenue management. Don’t miss out—empower your publishing journey now!

The post Open Market Pricing Strategy: Google Optimized Floor Prices and Price Genius first appeared on Yieldbird - Research Hub.

In this guide, we’ll dish out some tips to help you increase Black Friday programmatic revenue. Ready? Let’s dive in!

What happened on Black Friday last year?

Black Friday 2022 boosted retailers, with shoppers eagerly hunting for deals. Barclaycard, a significant processor of UK debit and credit card transactions, reported a notable 3.2% increase in transactions compared to the previous year. Moreover, Nationwide revealed that the prior year’s Black Friday had become their busiest day on record.

Across the Atlantic in the US, Black Friday 2022 raked in an impressive $9.12 billion in sales, while Cyber Monday smashed records with a remarkable $11.3 billion in sales, surpassing all previous years. 

Given these encouraging figures from 2022, we anticipate that this year’s Black Friday and Cyber Monday will continue to be successful for retailers, with increased sales and heightened website traffic. As consumers become more accustomed to online shopping and continue seeking great deals, robust sales during this holiday shopping weekend are expected to persist and possibly reach new heights in 2023. As you may guess, it will be an excellent opportunity for digital publishers to earn extra programmatic revenue.

7 Tips To Increase Black Friday Programmatic Revenue

1. Check Your Inventory

Publishers need to prepare in advance, just like the shoppers who camp out for those sweet Black Friday deals. Analyze your website’s performance and identify the most profitable ad slots. Ensure your ad spaces are ready and optimized for the big day. 

Don’t let outdated and underperforming ad units clutter your website. Do some spring cleaning (well, it’s technically autumn) and declutter your inventory. Focus on high-quality, engaging ad formats to attract more advertisers and increase your CPM.

2. Enhance Targeting Strategy

In the quest for higher CPMs, publishers must align their inventory with advertisers’ needs. Yet, without a sound targeting framework, delivering excellent ad exposure, encompassing viewability, impressions, and clicks, becomes challenging.

Despite industry concerns about third-party cookie tracking and ID solutions, this holiday season emphasizes the value of a targeting strategy grounded in first-party data. A blend of behavioral and contextual advertising, driven by first-party data, is poised to captivate various audience segments effectively.

To augment contextual targeting, publishers should harness Google Ad Manager’s key values. These additional parameters empower precise targeting criteria, such as content categories, sub-categories, or age ranges. It simplifies advertisers’ efforts to reach specific consumer groups while equipping publishers to make data-driven choices and assist advertisers in Google Ad Manager.

3. Curate High-performing Inventory Packages

With brands at the peak of their holiday campaigns, advertisers seek top-tier platforms for optimal brand visibility and conversions. Publishers can seize this opportunity by showcasing their most rewarding, high-performing inventory to secure superior CPMs.

While private auctions serve a purpose, direct deals shine when it comes to achieving higher CTR and conversion rates. By bundling their top-performing inventories into packages, publishers position themselves for fruitful negotiations with advertisers, yielding maximum returns during the holiday season.

4. Prioritize UX and Website Performance

In the holiday shopping rush, shoppers have no tolerance for slow-loading websites. Every second delay can cost publishers up to 2% of their impressions, with the actual impact likely exceeding this figure during peak holiday periods.

The key to greater engagement lies in delivering a seamless user experience through the right balance between ads and UX. It’s wise to remember about loading speed because the more content the website has to load, the more time your website needs, and more customers will flip away, annoyed by waiting. It is paramount during holiday campaigns, requiring publishers to leverage consumer insights for optimized websites.

5. Explore the Benefits of Ad Refresh

Amid the holiday frenzy, ad refresh solutions prove invaluable for publishers aiming to surpass their targets and expectations. In isolation, ad refresh increases a publisher’s revenue, even without accounting for the viewability booster effect. The timing couldn’t be better, with RPMs surging during this period. 

Refresher is a solution that empowers publishers to exercise complete control over their ad refresh rules, a valuable asset for those keen on adjusting their strategy during Black Friday.

6. Adjust Direct-Selling Approach

Publishers that primarily rely on programmatic channels will experience heightened RPMs due to the dynamism of real-time bidding. However, those who engage in direct selling must revise their rate cards and pricing strategies upwards to capitalize on the potential additional revenue advertisers are willing to offer for impressions during this festive period.

7. Optimize for Mobile Shoppers

With the rise of mobile shopping, ensure your website is mobile-friendly. It’s essential to provide an excellent user experience for shoppers on the go. Google loves mobile-friendly sites, and so do your potential advertisers.

Get Prepared to Black Friday

Black Friday programmatic revenue doesn’t have to be a mystery. With these tips, you’ll be well-prepared to boost your earnings and make your website the go-to destination for advertisers.

But besides the tips, we have a unique Black Friday offer. We know how many bid requests your website will get during this particular time. That’s why we would like to help you manage your prebid more efficiently, and we would like you to try Predbid Stack for three months for free*! What exactly does Prebid Stack do? Check it out here.

Stay proactive, be strategic, and keep your sense of humor intact – Black Friday is an adventure for publishers, too! 

* Three months for free with a limit of up to 500 million ad requests. The contract must be concluded by December 31, 2023.

The post 7 Ways to Increase Black Friday Programmatic Revenue first appeared on Yieldbird - Research Hub.