Publishers that connect to the Video SSP marketplace using standard ad tags should follow the steps outlined below to get started selling video inventory in the Video SSP Marketplace.
Step 1: Get Access to the Market
Set up a Marketplace account in Video SSP. Contact your account manager to set up a Marketplace account in Video SSP.
Step 2: Define Marketplace Connections
Once activated, display the Marketplace options and create new connections.
Marketplace > Connections tab > click Add New Connection [+].
Define each marketplace connection using the site and subsite targeting and add a description.
- A Marketplace Connection is the smallest unit of ad inventory that can be bought and sold in the Video SSP Marketplace.
- The inventory in a marketplace connection can include both sites and apps and multiple sites or apps may be listed. Inventory from a single site may also be broken up across multiple Marketplace Connections.
- Marketplace Connections have multiple properties. The site domain (Internet domain(s)) is shared and shown to buyers when they are listing an ad and specifying a bid.
- Properties not shared with buyers include name, description, labels, view targeting, and reserve price.
- The seller is responsible for ensuring that the information in the connection is correct and consistent with the inventory targeted, as defined by the site and subsite targeting.
Step 3: Set Buyer Review level on individual basis
All ad tags must have the [CACHE_BREAKER] placeholder changed to reflect your ad server’s cache-busting macro.
Step 4: Match Ads to Connections
This step matches market ads to marketplace connections at runtime. Ads are displayed to the user, costs are debited from the buyer's account and revenue is credited to the seller's account.
When choosing which ads to display, the Video SSP Marketplace uses an algorithm that 1) enforces both the buyer's and seller's restrictions, 2) does not serve ads that are lower than the seller's reserve price or the estimated prices of all of the seller's other direct ads (including ad network connections), and 3) displays the market ad which has the highest bid.
To accomplish this, the Video SSP Marketplace follows a sequential process for each ad impression.
- Receive an ad request from the seller.
- Get the marketplace connection(s) associated with this ad request.
- Get market ads based on Buyers targeting the marketplace of the marketplace connection.
- Remove market ads which carry audience targeting that does not match the user.
- If the seller has set the buyer's permission to approved, remove the market ads which are not yet approved and queue them for approval.
- Compute the net bid for each market ad by removing all Video SSP fees.
- Remove market ads with a net bid below the seller's reserve price.
- Combine market ads with any publisher ads and sort them by expected net revenue.
- Attempt to display the ad that ranked highest in expected revenue. If unsuccessful at filling the ad opportunity, continue attempted serving in order of highest to lowest until failover.
When a market ad is displayed both the buyer and seller accounts are updated to account for the impression.
- The per-impression bid is debited from the buyer's account (CPM bids are stated in terms of a thousand impressions, so the per-impression bid is 1/1000 of the CPM bid)
- The seller's account is credited with the net revenue; defined as the per-impression bid minus the Video SSP fees. Calculated using the formula Net revenue = Total revenue - (per-impression serving fee) - (streaming fee) - (market fee %)
- Subtract the per-impression serving fee (1/1000 of the CPM) from Total revenue
- Subtract the streaming fee (based on the ad creative’s size)
- Subtract the market fee % (calculated as a percentage of the result)
Note: market ads are displayed free of any other ad delivery or hosting fees normally paid by the sellers as part of their Video SSP Platform Video Services Agreement.
Step 5: Run Reports
Receiving Reports About Market Ads and marketplace connections. Buyers and sellers can both use the Video SSP Platform reporting features to get information about the historical performance of market ads and ad placements.
Sellers can report on the number of impressions and net revenue received for each marketplace connection and the specific sites within each connection. They cannot see a breakdown of impressions or revenue by market ad or by buyer.