The rallying cry for interoperability in TV promoting is creating unlikely bedfellows.
On Thursday, Magnite and Comcast-owned FreeWheel introduced a technical integration to permit publishers that use FreeWheel’s advert server to see demand for stock inside Magnite’s supply-side platform (SSP).
FreeWheel’s clients will now get visibility into advertiser info tied to bid requests through Magnite prematurely of constructing advert placement selections, together with bid value, model title, class and artistic. Warner Bros. Discovery is likely one of the firms piloting the brand new integration.
Though Magnite and FreeWheel are rivals on the floor – each firms have their very own SSPs and advert servers utilized by main TV programmers – the advert tech ecosystem is all about strategic frenemy-ships.
Some publishers, for instance, use FreeWheel’s advert server and Magnite’s SSP. This addition to FreeWheel’s sell-side tech stack is “solely for purchasers utilizing our advert server and selecting to monetize a portion of their stock by way of Magnite,” stated Matt Clark, VP of strategic partnerships at FreeWheel.
If these media homeowners can handle bid requests from Magnite in the identical place as their different programmatic and direct-sold offers, they’ll improve their stock yield, Clark stated, which might herald extra money for each firms.
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Many main media firms additionally supply demand by way of a number of SSPs, which signifies that publishers typically have inadequate details about bid requests.
A writer would possibly know an advertiser’s class, for example, however not its title, and solely get entry to that vital element within the seconds earlier than an advert placement is determined or, even worse, afterward.
Poor information transmission can restrict publishers from attending to cost increased CPMs, Clark stated.
Generally, a purchaser may be prepared to bid increased to nab particular stock or attain a selected viewers, however that info isn’t transmitted to the advert server till it’s too late.
With a extra direct hyperlink between Magnite’s tech and FreeWheel’s advert server, “consumers can now alter their bidding in actual time primarily based on every particular person advert alternative,” and have that bid mirrored all through the bidding course of till the location is determined, stated Magnite CRO Sean Buckley.
However publishers additionally want extra details about advertisers in bid requests with a view to management for model security, aggressive separation and frequency capping.
If a writer solely has entry to an advertiser’s class and never its title, there’s no approach to assure aggressive separation in a pod – and that would get awkward.
For instance, though there aren’t all the time restrictions towards together with two consumer-packaged items manufacturers in the identical advert pod, there is likely to be strict separation guidelines between fierce rivals like Coca-Cola and Pepsi.
Publishers should have the ability to determine particular manufacturers far sufficient prematurely earlier than placing collectively a pod.
And having the ability to take action must also assist eradicate the problem of serving the identical advert artistic in the identical pod a number of occasions, an enormous viewer pet-peeve that additionally wastes advert spend and reduces stock yield.
“We’ve heard loud and clear from publishers that they want granular info from all demand sources in a single place to make [the best] advert selections primarily based on each person expertise and yield,” Clark stated.
