Tom Shields | SVP, Publisher Strategy, AppNexus

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Past, Present, & Future
of the Adserver
Tom Shields, SVP, Publisher Strategy, AppNexus &
Co-founder, Yieldex

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LOOKING BACK

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NO COMPETITION
NO INNOVATION

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The Stagnant
ADSERVER

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LONG LIVE
THE ADSERVER

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Competition Drives
Innovation
Using header bidding to drive revenue for publishers
Danny Khatib, Livingly Media

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CASE STUDY
NO COMPETITION
90% FROM AdX
OF REVENUE
U N P R O F I TA B L E
COMPETITION
40%
FROM AdX
OF REVENUE
P R O F I TA B L E
90%
LIFT IN eCPMs
NO MATERIAL CHANGE IN UX

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Competition Drives
Innovation
Using forecasting and analytics to drive revenue for
publishers
Felix The, AppNexus

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DFP Publisher Ad Server Revenue Opportunity
DIRECT
PUBLISHER
FILL RATE
DISTRIBUTION
SSP1
9%
Unfilled
53%
AdX
17%
Other SSPs
8%
Direct
13%
CASE STUDY

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DFP Publisher Ad Server Revenue Opportunity
43%
SSP1 BID
9%
SSP1
BID & WON
CURRENT
AD SERVER
HEADER
BIDDING
CASE STUDY

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43%
SSP1 BID
9%
SSP1
BID & WON
DFP Publisher Ad Server Revenue Opportunity
CASE STUDY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost to higher synthetic CPM SSP1 lost
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0.05
$0.30
$0.55
$0.80
$1.10
$1.60
$2.10
$2.60
$3.10
$3.60
$4.10
$4.60
$5.50
$8.00
$10.50
$13.00
$15.50
$18.00
SSP1 win-lose distribution by bid CPM
SSP1 won SSP1 lost
CURRENT
AD SERVER
HEADER
BIDDING
YIELDEX
Unfilled
53%
AdX
17%
Other SSPs
8%
SSP1
9%
Direct
13%
MANUAL OVERRIDE

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DFP Publisher Ad Server Revenue Opportunity
CASE STUDY
Unfilled
53%
AdX
17%
8%
SSP1
9%
Direct
13%
CURRENT
AD SERVER
HEADER
BIDDING
YIELDEX
MANUAL OVERRIDE
Unfilled
45%
AdX
17%
8%
SSP1
17%
Direct
13%
FUTURE
AD SERVER
Other SSPs

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AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video

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AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video
ACCURATE
FORECASTING
• 95% accuracy vs 68%
accuracy increases
revenue
• Accurate forecasting
reveals opportunities to
reallocate inventory

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NEW!
AppNexus Innovations
OPEN DYNAMIC
ALLOCATION
• Transparently maximize
yield across all demand
sources
• One tag, one auction,
across multiple
formats: banner, rich media,
native, and video
ACCURATE
FORECASTING
• 95% accuracy vs 68%
accuracy increases
revenue
• Accurate forecasting
reveals opportunities to
reallocate inventory
VIEWABLE
GUARANTEES
• Forecast, schedule, and
guarantee delivery of viewable
impressions
• Satisfy buyers without
operational overhead and risk
• Reduce the total number of
impressions it takes to fulfill
goals

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Decide.com and Wall Street Journal

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USER
EXPERIENCE
REVENUEUSER
EXPERIENCE
REVENUE

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LOW-VALUE USER
Limited / no cookie information
HIGH-VALUE USER
Small business CEO;
luxury auto intender

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LOW-VALUE USER
Limited / no cookie information

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COMPETITIONNO
INNOVATIONNO

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COMPETITION
INNOVATION

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WE CONTINUE TO
DRIVE INNOVATION
FOR PUBLISHERS
AppNexus
IS IN THIS TO WIN IT