Ad-Juster helps reconcile numbers between different ad servers. A publisher’s ad servers and third-party ad servers rarely report the same ad volume, a problem that’s measurably worse for newer ad formats like video or mobile. Even for mature formats, Lewis sees mean underdeliveries in the 3.5% range, with a standard deviation of more than two times that number, “indicating unpredictable results.”
In layman’s terms? Publishers using blunt tools to ensure proper delivery, like tacking on an extra 10% to each campaign, may still end up exposing themselves to underdeliveries and overdeliveries, and unable to predict which campaigns are affected until too late.
Combining these abilities in forecasting and reconciliation of ad-server numbers will do more than just help with billing.
“Yieldex’s core product, inventory management, lets you know how much inventory you have and how to maximize your return,” Lewis said. “The problem is they’re making that assessment based on how many impressions are available on the publisher’s ad server,” not the third-party ad server used for billing.
“If I can tell you are going to have a 20% discrepancy," he said, "I can start to do true inventory management.”
Knowing how a campaign is delivering on a daily basis by taking both publisher ad servers and third-party ad servers into account seems like it should be standard, but Lewis said most of it’s still done by hand on a weekly or monthly basis, or through advertising operations based overseas, where it can be done cheaply and overnight. Automating this reconciliation, and bringing it back in house, simplifies needlessly complex processes.
The partnership with Ad-Juster is the first significant addition to the YieldexDirect programmatic guaranteed platform since it was unveiled in the second quarter.