The View on AdTech: Assertive Yield and Prebid Server

Introduction

• Presenter: Tom Jenen
• Guest: Nils Lind, CEO and Founder of Assertive Yield
• Topic: Evolvement of SSPs into demand partners and Assertive Yield's innovation, Prebid Server

Assertive Yield's Approach

• Holistic view of publisher needs
• Unbiased partnership with publishers
• Focus on optimizing combined revenue
• Utilization of granular data and Machine Learning (ML)
• Over $1 billion in revenue predicted through their ML systems

Key Innovations and Features

Prebid Server

• Latest innovation by Assertive Yield
• Focused on improving publisher revenues
• Complete ad delivery optimization
• Granular tracking and ML-driven predictions

Machine Learning and Data-Driven Approach

• Understanding and optimizing performance constantly
• Combination of multiple algorithms for different scenarios
• Started ML development around late 2019

Product Evolution and Development Stages

1. Analytics Package: Comprehensive analytics for publishers
2. Client-side Wrapper: To get more data and optimize use of analytics
3. Dynamic Flooring: Predicting which bidders will bid and how much
4. Traffic Shaping: Directing bid requests to valuable bidders
5. Supply Shaping: Adjusting supply based on real-time data
6. Revenue Management System: Includes Wrapper, Tag Management, and holistic ad management

Publisher’s Benefits

• Less resource-intensive optimization process
• Ability to automate and manually fine-tune ad deliveries
• Usage of User Profiles and Lookalike Information
• Real-time alerts for issues and opportunities

Server-side Integration Shift

• Easy Implementation: Can run alongside existing stacks
• Immediate Impact: Significant results expected within one week

Revenue Uplift Potential

• Prebid Server: 20-40% revenue increase from Prebid alone
• Overall: Approximately 15% lift in total programmatic revenue for publishers
• Cookieless Inventory: up to 30% revenue lift with Identity Integrations

Future Recommendations for Publishers

• Squeeze out maximum revenue from the open market
• Optimize using ML and automated systems for current stack
• Adapt and build on identity stacks for more cookieless revenue
• Focus on reader retention and new reader acquisition strategies
• Invest in efficient and flexible organizational structures

Final Thoughts

• The industry is shrinking and changing rapidly
• Importance of holistic optimizations and preparing for a dynamic market
• Assertive Yield provides easy to implement and impactful solutions for publishers

Conclusion

• Assertive Yield focuses on unbiased, ML-driven optimizations
• Companies can gain significant revenue uplift with minimal resources
• Future focus on giving publishers more control and integration options

Stay tuned for more episodes and updates on AdTech!