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.

But will the programmatic advertising business dismiss this sustainability trend as a fad, or will it embrace lasting change? This article explores the concept of green programmatic advertising, its importance in creating a more sustainable advertising ecosystem, and ways to implement one. 

Let’s dig in.

The Environmental Impact of Digital Ads

Surprisingly, many consumers remain unaware of how their internet browsing habits and exposure to digital ads contribute to environmental degradation. According to the Purpose Disruptors report, digital ads alone are responsible for a 28% increase in the average consumer’s carbon footprint. Moreover, research has shown that 6 out of 10 consumers know that internet browsing emits carbon waste. 

To put it into perspective, a single ad impression generates roughly 1 gram of carbon waste. The cumulative carbon emissions from internet usage rival those of the aviation industry. Essentially, a single ad campaign delivering one million impressions emits carbon. These staggering figures highlight the need for change.

Interestingly, most consumers are willing to alter their browsing habits, even spending less time online, to reduce their carbon footprint. A remarkable 74% of people are ready to cut down their online time by up to two hours to mitigate their environmental impact.

What is Green Programmatic? 

Green programmatic refers to a more environmentally conscious approach to digital advertising. It involves reducing the number of data requests made in programmatic advertising, which leads to less strain on servers and lowers energy consumption. Importantly, this eco-friendly approach maintains or slightly reduces operational efficiency while significantly reducing the environmental impact of digital advertising.

5 Benefits of Green Programmatic Advertising

The adoption of Green Programmatic Advertising offers a host of benefits:

1. Reduced Waste: Businesses can significantly reduce digital waste by optimizing operations, contributing to a cleaner environment.

2. Lower Energy Consumption: Sustainable practices, such as using lighter files for creatives, reduce energy consumption, and lower carbon emissions.

3. Enhanced Targeting Precision: Data-driven targeting not only lowers emissions but also enhances the effectiveness of ad campaigns.

4. Good Publicity: Green initiatives can improve a brand’s public image and reputation, drawing positive attention from consumers and stakeholders. Aligning with eco-friendly values can instill trust and loyalty among environmentally conscious consumers.

5. Cost Savings: Reducing carbon emissions can also lead to cost savings through optimized processes and better-managed ad campaign budgets due to the proper targeting. 

Reducing Carbon Footprint in Programmatic Advertising

Programmatic advertising and AdTech have a significant role in reducing carbon emissions. The key lies in adopting sustainable practices that benefit the planet and improve business operations.

To follow the principles of green programmatic advertising, publishers have a variety of solutions at their disposal to reduce their carbon footprint and promote sustainability. 

1. Reduction of Redundant Prebid Calls

One major contributor to carbon emissions in the programmatic ecosystem is the high volume of bid requests exchanged between Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs). This results in excessive service resource consumption, high traffic costs, and a considerable carbon footprint.

To address this issue, DSPs impose caps on bid requests. In response, exchanges, and bid syndicators employ traffic shaping techniques to limit the number of requests issued to DSPs. 

Another solution is proposed by Prebid Stack, a prebid management dashboard. One of its most important features is that it reduces unnecessary prebid calls.

Usually, requests are sent from all our ad units to every SSP, and this was not very efficient and added to our environmental footprint. With Prebid Stack, publishers can choose features such as auction per ad unit and lazy auction to ensure the auction is called at the right moment. Moreover, it works on a feature called “bid throttling,” which automatically reduces bids from SSPs that don’t meet specific criteria, such as not meeting the floor price or taking too long to respond. 

2. Recycling Inventory

Recycling inventory involves delivering ads only to those who require them. It means loading ads or content when they are in the viewport, reducing unnecessary computations, and ultimately saving energy and carbon emissions.

But there’s also a second meaning, which is about to use the unfilled impressions once again. With Unfilled Recovery, publishers can benefit from eco-friendly campaigns by recycling the inventory. When the request becomes unfilled, the technological cost of calling the auction is wasted. The solution ensures that it is recovered and the ad is shown. The thing is, it’s not the same ad slot, but automatically generated identical to the original, new one.

3. Data-Driven Targeting

Sustainable programmatic advertising also emphasizes data-driven targeting. This approach not only considers audience data but also factors such as website characteristics and campaign size. It ensures that ads are delivered to those most likely to engage with them, reducing both carbon emissions and user irritation.

According to The Carbon Footprint For Media Campaigns report, the carbon footprint for target calculation is <100 kg of CO2eq. 

4. Smart Selection of Technology Partners 

Collaborating with vendors is also a key step in the green programmatic journey. Publishers can collaborate with vendors whose servers are powered by renewable energy, use file-size compression techniques, and measure and offset their carbon impact. This collective effort can help reduce the overall carbon footprint of the digital advertising supply chain.

Publishers can also choose green agencies and platforms that prioritize carbon dioxide emission reduction and engage in activities supporting environmental protection. 

Choose Green Programmatic 

The adoption of green programmatic advertising is on the rise, driven by the urgent need for a sustainable digital marketing landscape. While challenges like industry resistance and initial implementation costs exist, the benefits outweigh the obstacles. It’s time for the AdTech industry to step up and prioritize sustainable practices that not only reduce carbon emissions but also lead to enhanced business performance and a healthier planet. The future of advertising lies in sustainability, and it’s a future we must embrace now.

If you’re interested in green programmatic solutions, contact us. We would love to explain in more detail how it’s applied in the Yieldbird Platform.  

The post Green Programmatic: Sustainable AdTech Industry first appeared on Yieldbird - Research Hub.

This article aims to shed light on the importance of Universal IDs as a potential remedy in the face of a cookieless future. We will explore the concept of Universal IDs, their classification, and how they can serve as a bridge to maintain audience targeting and personalization capabilities.

Join us on this informative journey as we delve into the world of Universal IDs and empower publishers to navigate the challenges and seize the opportunities that lie ahead in the post-cookie era.

What is Universal ID?

A Universal ID is a user identifier that serves as a shared identity across the supply chain without relying on third-party cookies. What makes Universal IDs reliable and accurate in identifying users because they are not limited to probabilistic matching and can be created using deterministic matching methods.

By adopting Universal IDs, the digital marketing industry can overcome the challenges posed by fragmented user data and the limitations of third-party cookies. It provides a standardized and efficient way to track and identify users across devices and platforms, enabling more personalized and effective advertising strategies.

Types of Universal IDs

Universal IDs come in two primary types: Probabilistic and Deterministic. 

Probabilistic Universal IDs

They utilize statistical algorithms and patterns to make educated predictions about user identities. This approach analyses various data points such as browsing behavior, device information, and location to create a probabilistic match between users and their devices on different domains. While probabilistic matching offers broad coverage and scalability, it may not provide 100% accuracy in identifying individual users.

Deterministic Universal IDs

They rely on authenticated user information to establish a direct and reliable match. This involves leveraging data from logged-in user accounts, email addresses, or other verified identifiers. Deterministic matching offers higher accuracy and precision in identifying users, as it is based on known and verified data. However, it may have limitations in terms of coverage, as it relies on users being authenticated or logged in across platforms.

The choice between Probabilistic and Deterministic Universal IDs depends on a publisher’s specific goals and priorities. Probabilistic matching can provide broader coverage and reach, making it suitable for audience expansion and targeting a larger user base. Deterministic matching, on the other hand, offers greater accuracy and personalized targeting, making it beneficial for precise audience segmentation and delivering tailored experiences.

Publishers need to carefully evaluate their objectives, available data sources, and privacy considerations when choosing the type of Universal ID that best aligns with their strategies. Some publishers may opt for a hybrid approach combining Probabilistic and Deterministic methods to maximize coverage, accuracy, and audience reach.

Benefits of a Universal ID Solution for Publishers

A Universal ID solution offers several benefits for publishers and marketers. 

Third party cookies independence

Firstly, a significant benefit is the reduction of reliance on cookies and other third-party services. As major internet browsers like Mozilla Firefox or Safari (who already did) and Google Chrome move away from supporting cookies, Universal ID solutions offer an alternative for publishers to deliver personalized and relevant ads without relying on cookies browsers can block.

Higher programmatic revenue

Universal IDs also enable better user data and matching accuracy. With high matching rates and accurate targeting, publishers can offer valuable user data to advertisers, increasing the value of their platform and commanding higher ad prices. This can lead to higher revenue potential and improved returns on investment for advertisers.

Preparing for the Future

As you see, it is wise for publishers to be proactive and prepare their Prebid setups to accommodate Universal ID modules. By doing so, they can ensure a smooth transition and be ready to harness the benefits that may arise as the industry adapts to cookieless environments. Additionally, it may be worthwhile to consider establishing accounts with one or more Universal ID providers to stay ahead of the curve.

At Yieldbird, we empower our clients by providing access to multiple Universal ID providers through our Prebid Stack, fully free of charge. This allows publishers to choose from various options based on their specific requirements and preferences. You can find ID5, Liveintent, Shared Id, Panorama Id, and many others in the Yieldbird Platform. Publishers can conduct A/B tests on how particular Universal ID providers perform on their inventory. With extensive testing, publishers will have more time to familiarize themselves with specific providers and choose the one that best suits their expectations, as results can vary from method to method and tool to tool.

Unlocking the Power of Universal IDs

As the era of third-party cookies draws near, publishers must remain vigilant and explore alternative solutions. While Universal IDs offer potential advantages, their impact on advertising results may not be groundbreaking. However, by being prepared and incorporating Universal ID modules into Prebid setups, publishers can position themselves for success in a post-cookie world.

Remember, embracing change and planning ahead will be key to thriving in the future of digital advertising!

We suggest the simplest way to adopt Universal IDs – through the Prebid Stack. Everything is conveniently streamlined there, and all the necessary components are readily available, eliminating the need for guesswork. Moreover, you can easily set up A/B tests and check out the results in the analytics panel to make it best for you. Contact our team to try Prebid Stack and its possibilities for free.

LET’S GET IN TOUCH!

Bartłomiej Oprządek
Regional Growth Director
publishers@yieldbird.com

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The post Universal IDs for Publishers – Are They a Necessity? first appeared on Yieldbird - Research Hub.