Programmatic

Note: This functionality needs to be enabled for you account. Contact your Account Manager if you want to use the Programmatic functionality.

What is a Marketplace in Pulse?

In Pulse, you can create private marketplaces (PMP). A private marketplace is a type of programmatic connection between sellers (the publishers) and buyers (the advertisers), where the seller defines one or more deals which represent a specific agreement with one or more buyers. It refers to an invitation-only auction environment. This enables publishers to monetize their inventory more efficiently and place rules around who can purchase impressions. Only a number of buyers are selected and they compete against each other to win the auction. Inventory is bought and sold at an impression level.

A private marketplace can have any number of different types of deals. The deals define:
  • the number of selected buyers
  • the pricing rules and creative duration for chosen ad formats
  • the allowed advertiser domains
There are two types of deals:
  1. Fixed price deals: this means that a set price for a thousand impressions (CPM) has been agreed between buyer and seller and is used for all impressions delivered in this deal.
  2. 2nd price deals: this means that you set the minimum CPM the buyer has to pay for inventory from this deal. The winning bidder pays the settlement price, which is derived as one of the following options:
    • The highest bid
    • 0.01 increment from the second highest bid
    • 0.01 increment from the floor price
    • The floor price

    For example:

    Floor Price Bidder A Bidder B Settlement Price Explanation
    $20.0 $25.0 $25.0 $25.0 Two bidders are bidding at the same price, which is higher than the floor price. The bid that was received first is the winning bid.
    $20.0 $25.0 $21.5 $21.51 Bidder A wins and pays $0.01 increment from the second highest bid because the second highest bid is higher than the floor price.
    $20.0 $20.0 $25.0 $20.01 Bidder B wins and pays $0.01 increment from the floor price because the second highest bid matches the floor price.
    $20.0 $18.0 $21.5 $20.0 Bidder B wins and pays the floor price because its bid is the only valid one.
    $20.0 $20.0 $20.0 $20.0 Two bidders are bidding at the floor price. The bid that was received first is the winning bid.
    $20.0 $25.0 --- $20.0 Bidder A pays the floor price because it is the only one bidding.

    This is an example of a second price auction:

    Second price auction example

Marketplace Setup

In order to expose your inventory to private auctions, you have to go through setup steps in two different locations.
  1. Programmatic: Create a private marketplace and add deals to it.
  2. Campaigns: Add a campaign, goal, and RTB ad, then link the active marketplace to the RTB ad.
Note: You need to activate the marketplace in order to make it visible to buyers.

The procedure looks like this:

Create programmatic campaign procedure

The whole procedure is covered in Create New Marketplace.

Reporting on Programmatic Activity

Metamarkets is a real-time analytics platform for buyers and sellers of programmatic advertising, with the main focus on auction and post bid level analytics. For more information, use cases, and report examples, refer to Metamarkets.

Ads.txt - Authorized Digital Sellers

Ads.txt stands for Authorized Digital Sellers and refers to the IAB initiative aimed at restricting fraudulent activity and increasing transparency in the programmatic ecosystem. This allows you to create a text file, named ads.txt, in which you publicly declare which companies (advertising systems and resellers) are authorized to sell your digital inventory programmatically, and under which terms. You then host the ads.txt file on your root domain and any subdomain containing ad inventory to be sold programmatically, this way proving that the website authored the file. For more information, please refer to Ads.txt - Authorized Digital Sellers.

Parent topic: Ooyala Pulse User Guide

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