Getting Started with Marketplace for Sellers

Getting Started with Marketplace

There are several distinct steps in the functioning of the Video SSP Marketplace: 

  • Get access to the Market
  • List on the Video SSP Marketplaces using marketplace connections
  • Set Buyer Review level on individual basis
  • Video SSP matches Market Ads to marketplace connections at runtime
  • Receiving Reports About Market Ads and marketplace connections 

This Getting Started Guide provides the basics of on-boarding video inventory for sale, for publishers that connect to the Video SSP marketplace using standard ad tags.

Step Description
Get access to the Market

The seller gets an Marketplace account in Video SSP. To access or to enable new features in your account, please contact your Video SSP account manager.

Once your account has been activated, you can display the Marketplace options under:

Marketplace > Connections tab > click New Connection +.

List Marketplaces using marketplace connections

The seller defines each marketplace connection using site and sub-site targeting, and describes the marketplace connection using the marketplace connection description.

Notes:

  • 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 its bid.

Properties not shared with buyers are: name, description, labels, view targeting, and reserve price.

  • It is the seller's responsibility to make sure that the information in the connection is correct and consistent with the inventory targeted, as defined by the site and sub-site targeting.
Set Buyer Review level on individual basis

Publishers who are using their own ad server, have to add a piece of JavaScript code into the header section of web pages requesting Ad for Marketplace. In the Video SSP Marketplace you set:

javascript" language="Javascript" src="http://redir.adap.tv/redir/javascript/lightintegration.js"></...>

Notes:

  • The javascript snippet extracts the requesting pageurl at runtime.
  • The pageurl is matched against the sites listed in the connection calling for ads.
  • The pageurl must match a site in a connection to be eligible for a Marketplace ad.
  • VPAID tags do not require the javascript snippet. 

For all ad tags:

The [CACHE_BREAKER] placeholder should be replaced with your ad server’s cache-busting macro. 

VAST tag:

http://u-ads.adap.tv/a/h/ZMa0idBvB3t3deKOy2Cf9wEcrSh4WNr_UMRCnRx9wDZ2UbtYyMu1tMsjmV9TQvY6?cb=
[CACHE_BREAKER]&pet=preroll&pageUrl=EMBEDDING_PAGE_URL&eov=eov

VPAID tag: 

http://u-ads.adap.tv/a/h/WuipbaNL_wYYnzLbKeh5FMPvCKYg0kH3QhsphwsB5Ks=?cb=
[CACHE_BREAKER]&pet=preroll&pageUrl=EMBEDDING_PAGE_URL&description=VIDEO_DESCRIPTION&
duration=VIDEO_DURATION&id=VIDEO_ID&keywords=VIDEO_KEYWORDS&title=VIDEO_TITLE&url=
VIDEO_URL&injectCompanionDummy=true&eov=eov
Matching ads to connections

In this step, market ads are actually matched to marketplace connections and displayed to the user, and costs are debited from the buyer's account and revenue is credited to the seller's account. When choosing which ad to display, the Video SSP Marketplace uses a procedure that (1) enforces all of the buyer's and seller's restrictions, (2) doesn't show ads that are lower than the seller's reserve price as well as 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 the sequential process for each ad impression listed below:

  1. Receive an ad request from the seller for an ad impression
  2. Get the marketplace connection(s) associated with this ad request
  3. Get market ads that are targeted to these marketplace connection(s)
  4. Remove market ads that have audience targeting that does not match the user
  5. 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
  6. Compute the net bid for each market ad by removing all Video SSP fees
  7. Remove market ads for which the net bid is below the seller's reserve price
  8. Combine market ads with any publisher ads and order them by expected net revenue
  9. Attempt to show an ad in the ad opportunity in order, failing over as necessary

If a market ad is displayed, the buyer and seller accounts are updated as follows to account for the impression. First, the per-impression bid is debited from the buyer's account (note that the CPM bid is 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, which is defined as the per-impression bid minus the Video SSP fees. The Video SSP fees are calculated as follows:

  1. The per-impression serving fee is subtracted (1/1000 of the CPM serving fee)
  2. The streaming fee is calculated based on the ad's Creative size, and subtracted from the remainder
  3. The market fee is calculated as a percentage of the quantity resulting from the last step, and subtracted from the remainder

The net revenue is the remainder from the last step.

Note that 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.

Receiving Reports

Buyers and sellers can use the Video SSP Platform reporting features to get information about the historical performance of market ads and ad placements in the Video SSP Marketplace.

Sellers can get reports of the number of impressions and net revenue they have received for each marketplace connection, and each site within each marketplace connection. They cannot see a breakdown of impressions or revenue by market ad or by buyer.


 

 

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