7.7.8.5.1 How to bring your Open and Private Auction Revenue per Site / Domain to ADvendio

Owned by Pascal Clausen
Last updated: 2020-12-18
6 min read

Challenge

You’re selling your Inventory on different SSPs and Exchanges and now you need an overview about how your different media / sites / top level domains perform on different programmatic channels. You need this information for example to:

  • Get a direct comparison on how your different media performs across different channels (direct and programmatic guaranteed managed via ADvendio vs. programmatic revenues from open auctions or private auctions)

  • Summarize and distribute your programmatic revenues to different sites, in order to export them into your external finance / or accounting systems

Solution

Our programmatic features are exactly created for these cases. Go through the following steps, in order to import the right information.

You will need to follow these for each network/SSP/Exchange you want to include.

Schedule the import of Programmatic Revenue Data

Start by scheduling the import of Programmatic Revenue Data to ADvendio. Make sure to do this for each connection you want to use.

Map your sites / top level domains to reach a single aggregation

Now that the import is done, we can go to the interesting part.

Our import aggregates the data on a very detailed level breaking it down by individual placements, formats and the type of deal.

For our example we want to grab everything from a certain medium and generate a single Campaign Item out of it. Let’s say we have our site news.com and want to summarize all private auction and open auction revenue per month.

1.) Choose suitable ad prices for your aggregation.

To generate a fitting campaign item, you will need an ad price in the background. In many cases it makes sense to create new ones, simply for the programmatic revenue data, but you could also reuse existing ad prices from your product catalog.

For our example we start by picking the already existing site ‘news.com’ from our products, we created a new separate placement for the ‘open auction’ revenue and a pseudo ad type called ‘programmatic display revenue’. The actual list price entered is not directly needed, so you can leave a placeholder value like $10.00 CPM. Make sure to match the billing category to your revenue (so always match CPM revenue to CPM prices). It is possible to also map to different Billing Categories (such as everything to a fixed price), but this might cause problems in the Media Campaign generation and requires extensive testing, so we recommend to stay with the same pricing model (which is saved in the Cost Type of the Programmatic Prices)

ADvendio offers a variety of tools, to support you in creating these Ad Prices. You will need to repeat this for each entity you want to use for your data aggregation. So when using top level domains, you will need one Ad Price for each top level domain you sell programmatically.

Using the Ad Price as comparison value for your Programmatic Revenue

While the actual price value

2.) Map your programmatic revenue to the Ad Prices.

Now we need to help ADvendio identify which parts of your programmatic data belong to which site / top level domain. You can use our Programmatic Price Wizard for this.

As mentioned we import data on a very detailed placement level. For most systems these follow a simple naming pattern: eg. Top Level - Placement or TopLevel(ID) → MidLevel(ID) → placement(ID)

  1. In our example data, it’s simple. We have the name of the site/top level in the beginning and afterwards all placements. So we start by typing in ‘news.com’ in the Ad Unit / Site Section filter of the wizard. This means we’re looking for everything that contains the site ‘news.com’ in it’s name

  2. If needed filter the Deal type for Private Auction or Open Auction if you want to differentiate between those channels. Attention, this means you will need an additional Ad Price

  3. Click the filter button to load all entries related to ‘news.com’

Now you see all related programmatic price entries, select them all and click the 'Assign Ad Price' button to assign now the Ad Price you created in step 1.)

Map you Advertisers / Programmatic Buyers

Now you need to decide if you want to split your Media Campaigns by Advertisers/Buyers or not. You can either summarize all the Programatic Revenue for your top level domains in one Media Campaign or break it down for certain Advertisers.

This depends on what you want to do with the data. To transfer the revenue simply to a financial system it might be enough to create one Account to collect everything. If you want to report on the overall spent of of your customers (direct vs. programmatic auctions), it’s recommended to map your advertisers.

In our example we’re going to skip this step, as we just want to bring the revenue data into a financial system and get a programmatic vs. non programmatic revenue overview for the overall revenue stream. For this purpose we created a collection account ‘PA Collection’. We use the Programmatic Advertiser Wizard to assign all our Buyers to this Account:

Start generating Media Campaigns

Finally you can start the Media Campaign Generation for your SSP to receive your Media Campaigns. Once the process is done, you will notice new Media Campaigns in your Org with the Programmatic Revenues according to your settings.

There will be one Media Campaign, per month, per SSP/Exchange and per Advertiser/Buyer. For the current month, the existing Media Campaigns will be updated until a certain date is reached. So you can also run the process multiple times a month, to have up to date data.

In our example, we have no differentiation regarding the Advertisers, so we will receive just one Media Campaign for each month.

If we look at the Campaign, you can see one Item for each of the Top Level Domains, containing the sold Impressions as Quantity and the Revenue as Amount. This data is aggregated for the whole month and will be updated each time the process runs.

 

Follow up on your Media Campaigns

Once the process is done you now have Media Campaigns for

  • each advertiser

  • each month

  • and each SSP

The Campaign Items in this Media Campaign are based on you Programmatic Price Mapping and aggregate the programmatic revenue and impressions according to your criteria.

You now have all the possibilities of different ADvendio features to use, for example:

Setup

Configure the connection from ADvendio to an SSP / Exchange

In order to use this feature you will need to make sure the connection is configured in ADvendio. In order to do this, please check the steps on https://advendio.atlassian.net/wiki/spaces/SO/pages/815857768