Video transcript below:
Exovue’s Native SPP for Content Marketing is the first true supply side platform for Native Advertising.
In this video we’ll go through:
-The need for a Native SSP.
-How Exovue’s Native SSP works.
-And Fundamental benefits to the publisher.
Currently in the world of Native Advertising, there are many options.
There are also several issues that make it challenging for publishers to generate and maintain maximum RPMs and revenue.
The first step a publisher goes through when becoming involved with Native Advertising is to choose a Native Demand Partner.
The number of choices is large, and growing every quarter.
TripleLift, ZergNet, Adblade, Content.AD, Outbrain, Taboola, AOL, Yahoo, and Sharethrough, just to name a few…
For a publisher to make a choice means leaving many other competitive Native Demand partners behind – preferring a single partner.
Even for those publishers who have multiple relationships it is common to use only a single partner at a time. In this case we will assume that the final choice was Taboola.
This represents a publisher’s page on desktop, mobile, tablet, etc…
The placement at the bottom of the content body is often reserved for Native Advertising
As the user first arrives on the page, the widget code calls out to Taboola in search for the right native advertisements.
In turn Taboola reaches out to its pool of advertisers looking for the highest expected value for that placement at that moment.
Once Taboola chooses the appropriate advertisers, they return their content to be shown on the page to the user.
This is the current standard procedure for native advertising as far it exists today.
The problem with this process is that the Native Demand partner has no competition.
Reduced competition leads RPM spin-down over time and lower overall revenue for the publisher.
The cause is two fold:
Audience becomes saturated with the advertisers from a single demand source and the demand source has algorithms that spin down pricing when there is no competition.
Exovue’s Native SSP helps solve the problem of limited Native Demand Partner competition by introducing eRPM competition for Native Demand Partners.
The Exovue Native SSP has several key functional areas:
Robust user controls and settings
ePACE – Engagement Pacing
Max RPM Return
For the next few minutes we will cover how eRPM Competition works.
With the Exovue Native SSP, publishers utilize many Native Demand Partners in competition for inventory.
In this case we will include Outbrain, Taboola, RevContent, Sharethrough, and Ayboll in the eRPM competition.
Back to a user arriving on the publishers desktop, mobile, or tablet page.
Again notice the same placement area reserved for Native advertising.
Instead of the publisher’s page calling out directly to the native partner’s server, here, the publisher’s page calls out to the Exovue platform where the eRPM competition is engaged.
In this case eRPM competition is between Native Demand Partners: Taboola, Ayboll, Outbrain, RevContent, and Sharethrough.
eRPM competition optimizes between all of the selected Native Demand Partners based on RPM performance.
Those partners with the highest eRPMs are given the highest share of voice in the competition.
Once a demand partner wins the competition, that partner, (in this case RevContent with an eRPM of $8.75) they in turn have their advertisers compete for the placement.
As a Demand Partner’s eRPM starts to spin down the Evovue platform lowers their share of voice, and as their eRPM begins to lift Exovue increases their share of voice.
The result is a continuous and automated Max eRPM Return.
Publishers will typically see a 30% to 100% boost in revenue.
In addition to eRPM competition, Exovue’s Native SSP employs a unique revenue boosting feature:
Engagement Pacing (ePACE)
ePACE follows the concept that each Native Advertising placement has a viable time for each user’s experience.
Once a user has digested the Native Advertising Content they will either engage with a click or be not interested.
Within each user page-view ePACE will optimize to the best viewing duration.
Once that time is reached, ePACE will automatically present new Native Content from another source.
The result is that the user will dynamically see fresh Native Content progress, lending to a more engaging experience.
More importantly as the content refreshes the user’s chance to click increase significantly.
ePACE alone will commonly increases revenue by 20% to 50% once our system’s algorithm has learned about the particular site’s audience usage and behavior.
Back to the previous example where the user has been served thumbnails from RevContent.
After the content has been fully rendered and in-view for the user, Exovue’s Engagement Pacing (ePACE ) begins.
ePACE is designed to increase the user experience and increase publisher revenue lift.
Once the clock completes its optimum time for that content and that user, Exovue will re-engage the process via ePACING.
For this example let’s call the time 20 seconds.
In this case Ayboll was chosen as the next Native Demand Partner and renders fresh content to the page and user.
20 seconds after that would be Sharethrough.
And 20 seconds after that would be Taboola.
And so on as long as the user is active on the page and in view.
To recap, the two primary benefits to ePACE / Engagement Pacing:
Improved user experience by providing more content dynamically.
And revenue lift due to optimally increased CTR. Expected lift is generally between 20% and 50% for ePACE alone.
In combination with eRPM Competition these tools help a publisher experience sustained Max RPM and revenue Returns while creating a more engaging user experience.
Thank you for taking this time to learn about Exovue’s Native SSP.
To learn more please visit Exovue.com or connect with us on LinkedIn