Alex BornyakovCEO VertaMedia
vertamedia.com
Automated yield optimization: dynamic predictive waterfall
What actually happens in media buying?
Direct deals are the most e�cient monetization strategy for publishers.
Non-guaranteed tag-based demand still holds 80% of US digital video advertising market.
We’re still doing waterfalls
Common scenario waterfall
Ad ops generate and update a waterfall manually
Inventory source
Ad serving
Guaranteed campaigns
$10 CPM tag
Ad Ops
Ad call
$10 $9 CPM tag
$8 CPM tag
WATERFALL
Does manually managing every ad opportunity help maximize e�ciency?
Latency as a result of trying to save an ad opportunity
Retrospective analysis as a result of fixing the problem after it occurs
Decision-making can result in human error
Slow reaction to tra�c changes
Increase in human capital costs when growing demand
Inability to focus on each domain source
The ideal case: automated waterfalls
Inventory source
Domain 1
Domain 2
Domain 3
Domain 100
…
Ad Ops
Unique data
Ad Call
WATERFALL
$X
$X
$Y
$Z
Unique data
Ad Call
WATERFALL
$X
$X
$Y
$Z
Unique data
Ad Call
WATERFALL
$X
$X
$Y
$Z
Unique data
Ad Call
WATERFALL
$X
$X
$Y
$Z
Unique data
Focuses on improving e�ciency
Switch from a retrospective analysis to a prescriptive analysis
What automation solves
Automation solves issues such as Latency, Tag Error, and Spoiled Opportunities
Automation considers all demand and supply details in real-time, maximizing yield
Waterfall automation allows your business to grow without increasing human capital costs
Automation decreases human error with the buying/selling process
Automation provides unique insight for complex inventory optimization needs
Automation should be intelligent
Vertamedia™Intelli
VertaMedia™Intelli is a predictive algorithm that analyzes real-time data from programmatic and managed demand in conjunction with historical data available within the VertaMedia’s platform.
Big data, collected from numerous campaigns that run in the system, allows to determine the dependence between tra�c specification and ad campaigns results (fill rates, errors etc.), to map potential demand and to create the waterfall on the domain level, every 5 minutes, 1 hour, 1 day, 1 week, 1 month. This logic guarantees you to maximize every ad opportunity.
Prediction Usage of Big Data Full AnalyticsDeep Machine Learning
TOS=5 sec
CLASSIC WATERFALL LOGIC (Higher CPM - Lower CPM)
VERTAMEDIA DYNAMIC WATERFALL (VertaMedia Intelli predictive logic) FINAL RESULTSTM
Cmp Id Fillrate, % AvgTTI (s) CPM
1893 35,4551 0,641 14
3070 0,7123 2,992 12,5
3369 0,6182 4,961 12
5800 1,1936 3,903 12
6005 23,3806 4,862 12
3069 0,6785 3,978 11,5
1951 0,8895 5,115 11
6235 1,0568 5,913 11
4244 0,6024 5,008 10,6
762 0,5947 4,602 10
1477 0,9936 3,9 10
2951 100,9089 3,508
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CPMCmp Id Fillrate, % AvgTTI (s)
1893 35,4551 0,641 14
6102 47,6588 0,9 7
5749 26,4713
34,039
0,548 5
4935 1,546 7
3316 26,4406 1,703 6
3550 27,6867 1,79 6
2550 6,8948 0,626 8
6004 35,9864 5,743 10
6005 23,3806 4,862 12
3351 14,2933 1,768 6
5653 15,5917 1,944 6
3411 12,3672 1,989 7
6030 34,3966 5,027 6,25
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eCPM Fill rate
Classic Waterfall
36,4%$5.0885
Dynamic Waterfall $8,042 82,7%
Classic waterfall vs dynamic waterfall
WORK SMARTER.AUTOMATE YOUR WATERFALLS
+1.855.211.2021
vertamedia.com
Alex Bornyakov, CEO
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