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Kokemuksia useamman SSP:n käytöstä
Super SSP
•  Toiminta aloitettu Relevantissa keväällä 2014
•  Spin out 8/2015
•  7 henkilöä
•  Toimistot Helsingissä ja Kööpenhaminassa
•  Asiakkaita FI, SWE, DEN, HOL, IT
•  Super SSP on palvelu, jonka tehtävänä on kasvattaa julkaisijan tuottoja ohjelmallisessa kanavassa
turvallisesti ja kontrolloidusti
•  Osaaminen + Konsepti + Teknologia + Yhteistyö = Myynnin kasvu
Case – Useampi SSP
mintamalli
  Media myy suoraan ja tekee Deal-ID:t
  Super SSP operoi koko RTB:n, yhdessä
median oman SSP:n kanssa
  Pohjahinta 1,5 €
edian prioriteetit
  Suoramyynti (CPM)
  Oma SSP (Deal-ID ja Avoin RTB)
  Super SSP
  CPC
KANAVA
MYYNTI €
OSU
Deal-ID
33 403,6
45 %
Oma SSP
20 305,4
Super SSP
21 072,8
27 %
28 %
(+39
OHJELMALLINEN MYYNTI
74 781,9
Avoin RTB Total
41 378,2
Super SSP
21 072,8
Täyttöaste
55 %
51 %
(+103
33,6
Myynti per päivä kanavittain
4,000.0 €
3,500.0 €
3,000.0 €
2,500.0 €
2,000.0 €
1,500.0 €
1,000.0 €
500.0 €
- €
1
2
3
4
5
6
7
Deal
8
9
10
11
12
13
14
Myynti per päivä kanavittain
4,000.0 €
3,500.0 €
3,000.0 €
2,500.0 €
2,000.0 €
1,500.0 €
1,000.0 €
500.0 €
- €
1
2
3
4
5
6
7
8
Deal
Oma SSP
9
10
11
12
13
14
Myynti per päivä kanavittain
4,000.0 €
3,500.0 €
3,000.0 €
2,500.0 €
2,000.0 €
1,500.0 €
1,000.0 €
500.0 €
- €
1
2
3
4
5
6
Deal
7
Oma SSP
8
9
SuperSSP
10
11
12
13
14
Myynti per päivä kanavittain- Avoin RTB
4,000.0 €
3,500.0 €
3,000.0 €
2,500.0 €
2,000.0 €
1,500.0 €
1,000.0 €
500.0 €
- €
1
2
3
4
5
6
Oma SSP
7
8
SuperSSP
9
10
11
12
13
14
Ohjelmallisen myynti per päivä
€4,000
€3,500
€3,000
€2,500
€2,000
€1,500
€1,000
€500
€-
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Myynti
Ohjelmallisen täyttöaste per päivä
60%
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Truly Holistic – are we there yet?
Guaranteed
Winning bid?
In the meanwhile – Best practices?
Multiple SSP Evolution
(with default inventory)
1.  Inventory (static) Allocation
2.  Linear Model
3.  Waterfall
4.  What else? What next?
Multiple SSP Evolution
(with default inventory)
SSP
SSP
1.  Inventary (static) Allocation.
Delivery throug ”campaigns” with monthly impression goals or share of voice. Divaded with other
SSP campaigns
Pros:
Easy to setup
Cons:
- Almost no optimizing posibility at all
- Buyer gets poor reach for the inventory/
audience
- Tech issues, SSP might drop out from the
delivery pool
Multiple SSP Evolution
(with default inventory)
1st Adserver
SSP
Fill Partner /
Networks
2. Linear model
Pass unsold inventory directly to a fill partner
Pross:
Simple setup
Cons:
-  May lead to lower yield rates vs fully
managed stack
3. Waterfall
SERVICE CONSTRAINTS
• 
• 
• 
TECH CONSTRAINTS
Difficult to build, manage and
control
Additional cost from passback.
Could be 25% or more.
Forecasting issues
Yielding - Difficult to optimize and control
Advertiser gets too many impressions per
user and may not control global frequency
Poor visitors experience – slow page load
Multiple SSP Evolution
(with default inventory)
What next?
Dynamic Inventory allocation
Precall – Header bidder
Truly holistic ?
In the meanwhile – Best practices?
Multiple SSP
Utilize more than one SSP
= more reach for the demand
More stack
= more responsibility
Don’t leave your backdoor
open!
Precalls & Header bidder tech
= Towards better bid market
Tech Yield
Bigger than Better – More volymes - Less cost
More Latency – Less Viewbility – Less good CTR – Less Conversion – Higher cost for Buyer
Do inventory analyses ! Know what you got
Revenue comes usually with cost of user experience
Bad user experience – Less visitors – Less audiences
Optimizing inventory value
9
8
7
6
5
4
3
2
1
0
SSP 1
SSP 2
Forecast
SSP 3
Actual
SSP 4
Optimizing inventory value
9
8
7
6
5
4
3
2
1
0
SSP 1
SSP 2
Forecast
SSP 3
Actual
SSP 4
Open RTB - eCPM
Schools start
Summer vacations, low demand
No impact from optimizing methods
Open rtb
Open RTB - eCPM
Expected eCPM value gro
Schools start
When there is more demand
optimize more value
Open rtb
Open RTB - eCPM
Expected eCPM value gro
Glass roof
Somewhere someone is
selling at 2€ CPM
Open rtb
Giveaways
Tech is evolving, don’t commit your self for one solution – What you choose, utilize!
Stop leakage – close the back doors
Do inventory analyses ! Know what you got
[email protected]
[email protected]
www.superssp.com (coming soon!)