Thought Leadership

Faster Exchange, Better Performance

June 12, 2019
By Ryan Christopher

In the fable of the tortoise and the hare, the tortoise wins. In the programmatic auction, where bids are optimized by machine learning within a timeout of 1,000 milliseconds or less, the hare annihilates the tortoise. A slow and steady speed may work for tortoises, but in ad tech it costs publishers money.

In a programmatic auction, decreased latency means higher win rates. It also means higher revenues: the first page to load gets fully monetized. Speed is also essential for a better user experience: slow load time kills user engagement. Meanwhile, the ad tech industry-wide move towards server-side header bidding (SSHB) promises to set new benchmarks for speed and efficiency in programmatic. With greater pressure to sell inventory in more efficient ways, here’s how Rubicon Project’s Demand Manager is building a fast lane for publisher monetization in ad tech.

Programmatic Demand on Hyperdrive

Demand Manager’s analytics and UI makes it easier to understand the performance of demand sources and make quick, informed decisions to drive revenue. This speeds up decisioning and saves publishers time: they can control values in a UI and without code changes (or relying on the cycle of a development team). Through Demand Manager’s publisher control setting, publishers can make nimble changes, in real time, to get the most value for each impression.

Overall, yield optimization is a methodical process: take measurements, test solutions, then measure again. Rinse and repeat. This iterative, hands-on process requires reliable, comprehensive analytics and precise, accessible controls. Demand Manager delivers both with it’s rich analytics and easy-to-use UI. With Demand Manager, Rubicon Project is putting this painstaking “test, measure, and iterate” process on hyperdrive.

Faster Loading, Improved Revenue

Latency kills revenue. Sites that render too slowly lose ad dollars due to lower viewability and customer abandonment, cutting into the publishers’ bottom line. In fact, a study from Akamai found that a 100-millisecond delay in website load time led to a 7 percent drop in conversion rates. Likewise, 53 percent of mobile site visitors will leave a page that takes longer than three seconds to load.

Here, Demand Manager consolidates inventory and makes it lighter on the page. With lightened page load, ads can render faster, which means improved monetization (particularly in video, where a failure to render means no revenue). This improves ad quality and the end user experience: no more spinning wheels.

Programmatic Big Data on Steroids

Over the last two quarters, Rubicon Project has invested heavily in data science and analyzed data, which puts us in a unique position to develop differentiated insights to help publishers.

With Demand Manager, publishers can easily track Prebid requests by partner, their response rate, their average bid price, timeouts, and errors, giving them previously unavailable data at their fingertips. This data empowers publishers to make faster, more agile decisions regarding their inventory, and effectively pace the cadence of timeouts to enhance revenue outcomes.

Ultimately, speed and efficiency significantly impact the bottom line for publishers. With Demand Manager, Rubicon Project is making programmatic advertising smarter and faster, setting new standards for speed in the industry.

For more info about Demand Manager, reach out to us at contact@rubiconproject.com


Tags: , , , , , , , , , ,