Revenue increased 133% with holistic yield management enabled. CPMs rose 5%. Programmatic buyers bid more often, and they also won more impressions. Auctions went up 149%, and impressions increased 129%. And direct campaigns continued to fulfill on time, according to the audited study.
Buoyed by the results, REC is expanding its use of RTB+ to its other ecommerce sites, including Darty, Conforama, Auchan and Top Achat. The primary reason for the switch is greater ROI and better RTB revenues, according to REC Director Jacques Hemmendinger.
Smart AdServer’s US general manager, Romain Job, sees holistic yield management not only as a tool to boost yield, but a way to reduce the ad tech tax.
“Publishers need to be able to put pressure on their partners in order to reduce the margin of their intermediaries,” Job said. “It would benefit both the demand side and publishers to a have a more transparent, truly programmatic implementation.”
One example of that in practice: RTB+ brings in demand from DSPs making its tech similar to an SSP. But unlike an SSP, Smart AdServer doesn’t have a sales force setting up private marketplaces and funneling demand to its publishers. Instead, Job said publishers that create private marketplaces can own the relationships themselves.
Smart AdServer plans to add server-side connections to SSPs soon, since publishers like REC work with them. Job expects two to three SSP integrations completed by August. Currently, REC puts Rubicon and Google Ad Exchange into Smart AdServer waterfall-style, after the RTB+ auction.
“I always thought the final goal of programmatic was a more direct connection from supply and demand, more transparency, more control and higher margin for the publisher,” Job said.