There is a huge benefit for publishers working with multiple ad networks. Having a knowledge base in this, moves publishers toward successful impressions through the use of real-time bidding. Performance-based and brand advertisers go beyond boundaries to invest in high CPM’s for ad inventory with targeted markets, high in performance and are safe.
How can publishers apply it?
There is a fine line between knowing the value of your inventory and effective digital advertising. The primary goal is working with reliable ad networks that prove efficient services. Set a bottom line price and link your inventory to multiple ad networks. This technique called impression waterfall, extends the opportunity of getting higher bids.
Here is a clearer idea of how the process runs:
- The AdServer gathers the impression whenever a user loads the web page. The data is automatically sent to the Ad Network, which is presumably placed atop waterfall.
- The first Ad Network that catches the data immediately distributes the impression to multiple mediums for bids. This network is composed of internal demand advertisers, private market bidders and external buyers. If none of them bids the impression, it is sent to another network.
- The second network goes through the same process and does not bid for an ideal value. So, it automatically transfers to the third network.
- Finally, a final bid is placed on the impression, which is higher than the bottom line price. This becomes the final value of the impression and is published.
What if the last network in the waterfall does not purchase the impression?
The last network may not buy the impression, which takes it to the last resort. A Supply Side Platform (SSP) takes all remnant inventories and purchases it at a lower bid. It becomes a default process, giving the idea of in-house ads that links directly to a publisher’s content and does not have to go through the impression waterfall.
Knowing Default Creatives in the CPM floor model
The ad code that is run by each ad network for unapproved impressions is called Default Creatives. It automatically passes the impression down to the next ad network if the program doesn’t approve on the starting bid. It’s the code used to call upon unique to the next advertiser demand source down the waterfall. All of these occur in real-time bidding.
