The Adhese Gateway allows your direct sales to compete with RTB systems – optimizing revenue from every advertising space in real time.
Before we explain how to enable competition with RTB revenue in the Adhese interface, we will first give a brief description about the Adhese Gateway itself.
Usually, publishers determine which type of sale (direct revenue versus third-party RTB revenue) takes precedence. This results in a cascade structure where, for example, direct sales or in-house campaigns always take priority. The ad space is offered to the next priority level only if the preceding priority level has no ad to offer. This results in a situation in which there is no competition between the different priority levels – failing to take advantage of a potentially higher revenue.
The Adhese Gateway is different from the cascade structure because it allows the two revenue streams to be weighed up against one another so that the most economical offer can be selected. The original price from direct sales is sent to the SSP as a proxy bid. This triggers higher bids, since a value for the impression is already given. Furthermore, a dynamic bottom price (that depends for example on the point in time or known user data) can be set, when a proxy bid from direct sales is not available.
The Adhese Gateway offers a couple of advantages. First, it reduces latency and bandwidth usage. The Gateway ensures that communication with an SSP takes place server side by applying a strict time-out so that there is not a waiting time when loading ads from a third party. Besides, the standardized request-response structure and built-in time-out allow for a simple implementation on a complete network and on all devices and platforms.
Enable competition with RTB revenue in the Adhese interface
Optional, depends on your Adhese configuration.
The Adhese Gateway allows users to easily specify within the interface whether a campaign and/or booking(s) should compete with RTB revenue:
- For campaigns, go to the Header tab of the campaign for which you want to implement competition with RTB and enable the RTB checkbox. Click here for more information.
- For bookings, go to the Header tab of the booking for which you want to implement competition with RTB and enable the RTB checkbox under the How section. Click here for more information.