AppNexus Launches Marketplace Transparency Tools
AppNexus announced today the launch of Advanced Deal Metrics and Bid Error Report, two features that enable publishers and advertisers to identify and remediate deficiencies associated with their Deals and Real-Time Bidding (RTB) strategies. The new tools empower ecosystem partners to reduce friction associated with programmatic buying and selling, cut time spent troubleshooting and unlock revenue lost on rejected bids.
“We are empowering buyers and sellers to communicate more efficiently with each other and transact more seamlessly in a fair, transparent marketplace,” said Pat McCarthy, SVP Product, Publisher Technology Group, AppNexus. “As a pure-play internet technology company, our laser focus is on helping publishers maximize their yield and helping advertisers achieve the best return on their investment. These new tools contribute uniquely to this goal.”
For advertisers and publishers, troubleshooting programmatic campaigns is often a complex and ambiguous process, resulting in missed advertising opportunities and lost revenue. Until now, most industry solutions have catered to either publishers or advertisers, but never both together, resulting in incomplete data capture and information sharing. With its holistic technology platform for both publishers and advertisers, AppNexus is uniquely able to share data between both parties, facilitating open communication to improve setups and increase spend.
With Advanced Deal Metrics, AppNexus added a number of new data points to every stage of the deal process from bid request and bid rate to invalid bids, while also expanding the granularity of each data point. For example, AppNexus’ platform now illuminates 30 distinct reasons for bid rejections, granting publishers and advertisers granular insights into individual deals throughout the impression flow. With the platform’s filtering capabilities, publishers and advertisers are able to narrow fields to quickly identify possible error types and modify their settings to overcome roadblocks and align with bid requirements. Data streams in 10-minute rolling windows, so users can refresh their results and see campaign adjustments take effect in near real-time.
“The AppNexus Deal Metrics has been instrumental in helping us improve our deal strategy, and we have seen immediate results,” said Benjamin Christie, Founder and President at Gourmet Ads, the leading online platform for reaching grocery buyers. “We were quickly able to drop our average daily deals-related error count by 30 percent, which resulted in a daily revenue uplift of $1,000.”
AppNexus is also alpha testing Bid Error Report for sellers, which elucidates bid errors across open auctions in RTB. The Bid Error Report allows buyers and sellers to understand how their deal settings, such as ad quality and yield management, are impacting their auctions, along with over 70 reasons for bid error. The results are impressive, with one alpha publisher tester seeing a 20% reduction in overall bid errors just from adjusting one ad quality setting.
AppNexus Deal Metrics is currently in closed Alpha testing with buyers and sellers and will be made generally available on a rolling basis with additional metrics later this year. Bid Error Report is currently in Alpha testing with sellers, and will be more broadly available to AppNexus Console buyers and partner DSPs in Q4.