‘TAGLESS(?) ’ OPTION Note: Requires Tags THE
WEBPAGE LOAD PROCESS WITH ‘TAGLESS’ ENABLED : STEP 1 Web browser reads the webpage Web browser downloads the page resources One of those resources is your ad server code Webpage registers ad units with ad server code
WEBPAGE LOAD PROCESS WITH ‘TAGLESS’ ENABLED : STEP 2 ‘Tagless’ enabled partner(s) register a bid with ad ser ver Using key-value pairs, bid value is then passed to ad server
WEBPAGE LOAD PROCESS WITH ‘TAGLESS’ ENABLED : STEP 3 Ad server code hits the ad server Ad server determines which ad to serve based on setup priority Ad serves on the page
A direct response to Google’s market dominance (DFP/AdX) Provides ’Tagless’ partners the ability to bid on inventory they can’t currently compete for Requires implementation and resources outside of the ad server (header/source code) Relationships are typically non-exclusive Doesn’t necessarily replace an existing tagged solution with demand partner THINGS TO CONSIDER ABOUT THIS TECHNOLOGY:
Partner-specific changes to the publisher's head tag and invocation code Partner-supplied key-value pairs added within the ad server and applied to line items Line items that enable price-specific bidding on eligible inventory WHAT’S REQUIRED TO MAKE THIS WORK?
Enables their ability to compete for available ‘first look’ inventory No longer restricts the ‘Tagless’ partner to a fixed position within an ad stack (as with standard tags) Harder for AdX dynamic allocation to cherry pick mispriced impressions Can evaluate 100% of a publisher's impressions WHY IS THIS BENEFICIAL FOR THE ’TAGLESS’ PARTNER?
Increase dynamic inventory competition Forces AdX buyers to bid higher through more competive pricing of impressions Incremental revenue: Even if AdX ends up wining the impression, the 2 nd price auction was more competitive Long tail publishers: Less inventory lost via passbacks (POTENTIAL) PUBLISHER BENEFITS:
Runs outside the ad server (thus requires a deploy/testing) May increase page load latency More opportunity for line item setup errors Time investment: vetting, learning, teaching and building Partners have full insight into your inventory as they see 100% of impressions No way to guarantee peformance/lift (POTENTIAL) PUBLISHER DRAWBACKS:
Amazon (A9) Casale Index* Criteo Conversant OpenX* PubMatic* Rubicon Project* Sonobi YieldBot* Anyone I’m missing? PLAYERS IN THE SPACE INCLUDE… *Conference sponsors
‘Tagless’ price buckets can be set at premium or remnant price levels Line item pricing strategy should be controlled by the publisher Solutions available for mobile and desktop inventory Performance varies widely between publishers STRATEGIC CONSIDERATIONS
Why? ‘Tagless’ is a flawed moniker because this tech requires tags. Lots of tags! For your consideration: Browser bidding | Header implementation | Header bidding SHOULD WE REBRAND THIS?
How many tagless partners is too many? How real are the page latency concerns? Which partners have yielded the best results? Pricing strategies? Where is this technology headed next? How will Google respond to this disruptor? Are we OK with these partners seeing 100% of our incoming impressions? QUESTIONS FOR THE GROUP: