Hivestack , the world’s largest digital out-of-home (DOOH) programmatic ad technology company, has opened its ad server to work with multiple SSPs / Exchanges with the introduction of a new unified auction framework that optimizes performance for publishers across multiple sources.
A recent article has illustrated that online web publishers use an average of six SSP / Exchanges for programmatic monetization, and that header bidding technology is used to optimize performance.
Andreas Soupliotis , Founder and CEO of Hivestack, compared this to DOOH: “What happened to screens, mobile devices and video is now happening in our space. DOOH editors are using various DOOH-specific SSP / Exchanges to programmatic monetization. Adding multiple SSPs creates inventory optimization complexity that must be balanced against the direct sales channel. ”
In order to master this complexity, some media owners have absorbed the cost of hiring engineers to build their own mediation layer. These mediation layers are mostly serial cascades that check each SSP for offers in a sequence that is not optimal for revenue. With Hivestack’s introduction of a unified auction framework on the Hivestack ad server, publishers can benefit from having a unified, parallelized, first-price auction that maximizes revenue without hiring a team of developers.
Soupliotis added: “DOOH publishers around the world use the Hivestack ad server to deliver campaigns based on actual audience in direct and programmatic sales channels. To date, the only SSP / Exchange our server has integrated with. was ours – Hivestack SSP. That change, thanks to the introduction of an update to our ad server that has the ability to make ad requests to multiple SSPs / Exchangs, mimics how header bids work in ad technology. online. And to promote fairness, even our own SSP also participates in the unified auction framework. ”
Also Read: Addressing New Compliance Challenges with the Right Tools in Place
DOOH publishers will continue to need individual agreements with each SSP, and the Hivestack ad server is not in the money flow between publishers and their SSP partners.
Jennifer Bidwell , Executive Vice President of Sales and Marketing at Allvision, explained: “Managing optimal programmatic sales across multiple SSPs has always been a very complex challenge. Although we had initially created our own sequential waterfall layer, we welcome the introduction. of a unified Hivestack auction, similar to a header tender as a solution in digital advertising. ”
Brendan Dillon , vice president of digital and programmatic sales at OUTFRONT Canada, commented: “Coming from the digital space, I can share that the move to an ad server similar to header bids that you can optimize on multiple SSPs in parallel is a natural evolution to sell side of programmatic DOOH. ”
Francois Deschenaux , Director of Revenue Management at Astral, explained: “The introduction of a unified auction framework within Hivestack’s ad server means that DOOH publishers can maximize each impression with optimal performance, improve programmatic revenue, and provide better service for programmatic buyers. ”
Kevin McDonald , CEO of Kinetic Canada, concluded: “Hivestack’s introduction of a bid header ad server is a huge benefit to Kinetic Canada. Our media owner partners can now securely make inventory available to us through scheduling without worrying about optimizing inventory. And it all means that we get programmatic access to premium inventory, which is win-win for both buying and selling. ”
The new version of the Hivestack ad server is currently in a private beta with Canadian DOOH publishers and will be widely available in November to publishers around the world in the United States, China , Japan, Singapore, United Kingdom, Germany, France , Australia and Mexico.
For more such updates follow us on Google News TalkCMO News.
