Transcript The Exchange API - Rubicon Project

Leading the Automation of
Advertising
The Exchange API
Your Name here…
The Problem
• Every seller has undermonetized inventory
• Demand for every
impression exists in
disparate systems
• Fragmented landscape
causes sub-optimal
inventory allocation
between demand sources
• Revenue is not maximised
Ad Server
CPM
Exchange
$21.00
Direct Buy
Buyer
Buyer
Hundreds of
DSPs
Buyer
Buyer
Thousands of
Buyers
Buyer
Buyer
Top Brands
from Around
the World
Buyer
Buyer
$12.50
Direct Buy
$8.50
$5.00
Direct Buy
$1.20
Direct Buy
$0.75
Conventional Solution
Ad Server
• Exchange tags trafficked in the
primary ad server at mid-low priority
with a fixed CPM
• Exchange tags can deliver a wide
range of values
• Aggregation of demand causes suboptimal yield and revenue
generation
• Passbacks cause:
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Latency
Discrepancies
Loss of data
CPM
Exchange
$21.00
Direct Buy
Direct Buy
$12.50
$8.50
Buyer
Buyer
Buyer
Buyer
Buyer
Buyer
Buyer
Buyer
$5.00
Direct Buy
Direct Buy
$1.20
$0.75
Tag-Based Call
Passback
A Superior Solution: Rubicon Project’s Exchange API (XAPI)
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Integrates ad servers with Rubicon Project’s
Seller Cloud and underlying unified advertising
auction
Offers direct API access to the hundreds of
bidders in the global exchange (representing
tens of thousands of buyers)
Increased revenue and yield through optimal
allocation of direct and indirect demand
No passbacks:
• Reduced latency
• Reduced discrepancies
• No data loss
Ad Server
Exchange
Direct Buy
Buyer
Buyer
Direct Buy
Buyer
Buyer
Direct Buy
Buyer
Buyer
Direct Buy
Buyer
Buyer
A Superior Solution: Rubicon Project’s Exchange API (XAPI)
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Offers a single point of integration
Accesses all major global demand sources
Supports mobile app, mobile web, display and video
Offers support for Deal ID
Based on OpenRTB 2.2 with many shared elements
No costly development and infrastructure overhead
Coming soon
• Support for automated guaranteed deals
• Delivery pacing capabilities: XAPI will mitigate the risk of underdelivering on campaign commitments by observing a direct
campaign’s progress against goals
How It Works
1
Seller’s Property
Tag or SDK
calls
Adserver
Adserver
Tag or
SDK on
property
2
Ad server assesses
campaigns and
available CPM
Ad Server
3
Ad server calls Rubicon
Project including a floor
price for the impression
& user information
Campaign
6
Ad server
serves the ad
Rubicon Project runs
the auction, including
all global buyers
Buyer
Buyer
Campaign
Campaign
4
Buyer
5
If the auction clears above the floor,
Rubicon Project will pass on the ad
tag. Otherwise, no-ad response.
Buyer
Why doesn’t everyone build their own Exchange?
Global RTB Spend 2012-2017 ($Bn)
The automation opportunity is clear:
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Demand integrations and critical
mass are hard to reach
Budget tends to go to the major
exchanges; buyers need to prioritize
their energy
High engineering build and
maintenance costs
Ongoing infrastructure costs
Integration Requirements
Candidates
Requirements
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Commercial ad servers
Publishers and app developers with
proprietary ad servers
Sales houses/Rep firms with
proprietary ad servers
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High quality inventory only
Candidate MUST control the source
code of the adserver
Integrate with the Exchange API as
server-to-server protocol
Implementation
Step 1
Provide a list of
apps or domains
with volumes for
inventory quality
review
Step 2
Step 3
Step 4
Step 5
Exchange API
documentation
issued
LOI Signed
Rubicon Project
integration team
assigned
Contract &
Onboarding
Step 6
Integration with
Exchange API
Leading the Automation of
Advertising
Appendix
Introducing Exchange API (XAPI)
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Leveraging our technology platform to
drive maximum competition for each
impression
Integrating with all ad servers in an
automated fashion
Auctions
Both RealTime Bids
(RTB) and
Static Bids
Sellers
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Exchange
API
Ad Server Providers & Sellers With Custom Ad Servers
WHAT: A new API from Rubicon
Project for ad server providers and
sellers that have their own ad servers
WHY: A better way to optimize yield
across sellers’ inventory
Automating advertising for agencies, DSPs and Ad Networks worldwide
70+
140+
300+
Agency Trading Desks
DSPs
Ad Networks
100,000+ Advertiser Brands
Introducing Exchange API & Orders API
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Leveraging our technology platform to
drive maximum competition for each
impression
Integrating with all ad servers in an
automated fashion
Orders Platform
(direct order
automation)
Exchange
API
Auctions
Both Real Time
Bids (RTB) and
Static Bids
Sellers
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Orders API
Ad Server Providers & Sellers With Custom Ad Servers
WHAT: Two new APIs from Rubicon
Project for ad server providers and
sellers that have their own ad servers
WHY: A better way to optimize yield
across sellers’ inventory
Why doesn’t everyone build their own?
A fully integrated exchange
Why doesn’t everyone build their own?
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Call the marketplace directly with zero
waste: no passbacks or klunky set-ups
Optimal allocation to make the most of toptier indirect demand and private
marketplaces, while still honoring direct
sold commitments
A built-in 100% fill solution for unsold
inventory
Integrations with all major demand sources
Out-of-the box support for private
marketplaces
Emerging support for automated
guaranteed
Superior monetization!
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Demand integrations and critical mass are hard to
reach
Budget tends to go to the major exchanges, buyers
need to prioritize their energy
RTB is development and operations-intensive, a
major investment
And serving the top brands around the world
North America
Europe
APAC
Build Your Business With the Orders API
Participate in move to direct order automation for both
guaranteed and non-guaranteed orders
Make it easy for your sellers to:
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Be discovered by new advertisers
Increase competition for their impressions
Create scarcity around their inventory
Streamline Sales Operations processes
Cut down on Sales team’s phone calls, emails, manual RFPs
and spreadsheets
Package inventory to make it easier to find and easier to buy
Automated Reporting
Automated Billing
Eliminate back-office inefficiencies
“We want to automate whatever we
possibly can in the buying process –
not just because the industry desperately
needs to have it done, but because the
move to automation allows for much more
investment in higher-touch, higher- value
engagement with media owners.”
- Matt Seiler, CEO, IPG Mediabrands
Premium
Focused
Global
Thank you!