Once the wrapper is built and the SSPs carefully selected and in place, Publishers need to make sure that the SSPs are performing in an optimal way at all times and that their full potential is yielded. Some of the most frequently asked questions we receive from our publishers regarding optimization of SSP performance include the following:
To maximize SSP performance, publishers need to find ways to maximize bidding pressure within the auction. High bidding pressure leads to high prices. This also means that Prebid will be competing against the ad server more often, thus generating more value. To do so, publishers can focus on the following levers:
Once potential is maximized, the following step ensures that it is turning into revenue. Often, we see that what is being declared on the page is not actually what is being paid at the end of the month. There can be several reasons for that. The most common one is due to a constant discrepancy. A gap can sometimes be observed day after day between what the publisher is reporting and what the SSP is reporting and therefore paying. This gap can be due to the fact that the SSP is bidding in gross and are only paying in net, so the publisher needs to adjust those bids. It can also be due to the fact that the SSP is bidding in the wrong currency. For example, they can be bidding in USD in an auction in euros, resulting in an unfair advantage.
Some more tedious issues can also occur. More impressions can be counted as viewed due to the SSP having specific conditions. For example, some SSPs will only count an impression as viewed if it has been viewed for a set amount of time. Furthermore, there can be some technical issues, such as rendering issues, where the impression is detected but does not actually appear on the page. The problem can also come from the creative, thus preventing it from rendering.
Pubstack helps publishers identify which partners best suit publishers’ businesses and setups. Find out which partners are the best for your own business and create the perfect mix of SSPs: The Perfect Mix of SSPs for Publishers.
Also, for those wondering how truthful the recurring allegations regarding the imminent end of SSPs, we’ve hosted a panel discussion with 4 people from different adtech backgrounds with some refreshing yet surprising insights : The End of the SSP Era
However, none of these insights are obtainable without proper reporting capacities, including highly granular data and actionable metrics to improve your ad stack. To learn more about our solution and how it’s helped a major publisher such as Webedia, listen to our video testimony from Alban Clochet, Director of Ad Operations.
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