Alex BornyakovCEO VertaMedia

vertamedia.com

Automated yield optimization: dynamic predictive waterfall

What actually happens in media buying?

Direct deals are the most e�cient monetization strategy for publishers.

Non-guaranteed tag-based demand still holds 80% of US digital video advertising market.

We’re still doing waterfalls

Common scenario waterfall

Ad ops generate and update a waterfall manually

Inventory source

Ad serving

Guaranteed campaigns

$10 CPM tag

Ad Ops

Ad call

$10 $9 CPM tag

$8 CPM tag

WATERFALL

Does manually managing every ad opportunity help maximize e�ciency?

Latency as a result of trying to save an ad opportunity

Retrospective analysis as a result of fixing the problem after it occurs

Decision-making can result in human error

Slow reaction to tra�c changes

Increase in human capital costs when growing demand

Inability to focus on each domain source

The ideal case: automated waterfalls

Inventory source

Domain 1

Domain 2

Domain 3

Domain 100

…

Ad Ops

Unique data

Ad Call

WATERFALL

$X

$X

$Y

$Z

Unique data

Ad Call

WATERFALL

$X

$X

$Y

$Z

Unique data

Ad Call

WATERFALL

$X

$X

$Y

$Z

Unique data

Ad Call

WATERFALL

$X

$X

$Y

$Z

Unique data

Focuses on improving e�ciency

Switch from a retrospective analysis to a prescriptive analysis

What automation solves

Automation solves issues such as Latency, Tag Error, and Spoiled Opportunities

Automation considers all demand and supply details in real-time, maximizing yield

Waterfall automation allows your business to grow without increasing human capital costs

Automation decreases human error with the buying/selling process

Automation provides unique insight for complex inventory optimization needs

Automation should be intelligent

Vertamedia™Intelli

VertaMedia™Intelli is a predictive algorithm that analyzes real-time data from programmatic and managed demand in conjunction with historical data available within the VertaMedia’s platform.

Big data, collected from numerous campaigns that run in the system, allows to determine the dependence between tra�c specification and ad campaigns results (fill rates, errors etc.), to map potential demand and to create the waterfall on the domain level, every 5 minutes, 1 hour, 1 day, 1 week, 1 month. This logic guarantees you to maximize every ad opportunity.

Prediction Usage of Big Data Full AnalyticsDeep Machine Learning

TOS=5 sec

CLASSIC WATERFALL LOGIC (Higher CPM - Lower CPM)

VERTAMEDIA DYNAMIC WATERFALL (VertaMedia Intelli predictive logic) FINAL RESULTSTM

Cmp Id Fillrate, % AvgTTI (s) CPM

1893 35,4551 0,641 14

3070 0,7123 2,992 12,5

3369 0,6182 4,961 12

5800 1,1936 3,903 12

6005 23,3806 4,862 12

3069 0,6785 3,978 11,5

1951 0,8895 5,115 11

6235 1,0568 5,913 11

4244 0,6024 5,008 10,6

762 0,5947 4,602 10

1477 0,9936 3,9 10

2951 100,9089 3,508

Cam

pai

gn

s In

wat

erf

all

CPMCmp Id Fillrate, % AvgTTI (s)

1893 35,4551 0,641 14

6102 47,6588 0,9 7

5749 26,4713

34,039

0,548 5

4935 1,546 7

3316 26,4406 1,703 6

3550 27,6867 1,79 6

2550 6,8948 0,626 8

6004 35,9864 5,743 10

6005 23,3806 4,862 12

3351 14,2933 1,768 6

5653 15,5917 1,944 6

3411 12,3672 1,989 7

6030 34,3966 5,027 6,25

Cam

pai

gn

s in

wat

erf

all

eCPM Fill rate

Classic Waterfall

36,4%$5.0885

Dynamic Waterfall $8,042 82,7%

Classic waterfall vs dynamic waterfall

WORK SMARTER.AUTOMATE YOUR WATERFALLS

+1.855.211.2021

a.born@vertamedia.com

vertamedia.com

Alex Bornyakov, CEO