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Ad Exchange Marketplace for Buyers

Ad Exchange Marketplace for Buyers


Hello In this training video, we’ll be introducing the Ad
Exchange Marketplace covering it’s benefits to you as a buyer and walking through how to find opportunities and strike deals with publishers. Ad Exchange Marketplace offers buyers a way to quickly and
easily discover inventory opportunities and make deals
programmatically with Ad Exchange publishers through private auctions and preferred deals. Both private auctions and preferred deals enables buyers to get preferential and tailored access to premium inventory. Marketplace allows you to simply, and seamlessly, discover negotiate and
manage your deals with publishers. You can view inventory availability and inventory characteristics like audience, content verticals and
formats, all in real-time. This, as well as rich publisher profile
data, is all derived from AdX forecasting. This gives you a reliable and neutral measure of how well a publisher’s inventory matches your buying needs. You can also filter and search, based on a variety dimensions to quickly find the right partner your campaigns. So how do we strike a deal in Marketplace? There are two typical workflows to strike deals. The first workflow is if you have a buying need and want to find the right publishers and any package deal products they have and then contact the publisher to negotiate and strike the deal. The second workflow is if you have had and offline conversation with a publisher who then creates a customized proposal and sends it to you you can then view, negotiate and accept the proposal to strike the deal. Let’s see these two workflows in action. in the first workflow, let’s say you are looking for premium publisher inventory that matches the following targeting criteria for the placement of your sunglasses ad The audience should reside in the USA and the ad should be seen on Mobile Web. You can navigate to the Ad Exchange Marketplace by clicking ‘Marketplace’ at the top of the user interface and selecting discover from the left-hand navigation menu Here, you can see all matching inventory that publishers are making available by preferred deals and/or private auctions aggregated per publisher, ordered by relevance. You can enter your criteria using
Marketplace’s filters along the top Let’s put in our targeting criteria for this example scenario. For country, you can click ‘Audience’ and click ‘Geo’ The brings up an extensive list of
countries. We can start typing ‘United States’ and tick the box. The filter has been applied indicated by the ‘Geo, United States’ tag. Next, we filter for mobile web inventory by clicking ‘Environment’. We can then tick the ‘Mobile Web’ box. The results returned are all mobile web inventory packages available as preferred deals or private auctions
by publishers from the USA who have invited you to buy. Each result shows the seven day potential for the number impressions and unique
impressions and publishers top content vertical all derived from AdX data. If you click ‘view profile’ you’ll be taken to publisher’s profile to
learn more about that publisher, their value proposition and their contact information. To see what products the publisher has to offer that matches your search criteria You can click ‘view all products’ for a
publisher you are interested in This brings up a list of preferred deals and private
auction products offered to you by the publisher. This preferred deal interests you and you want to dive deeper into the offer. You can do so by clicking on it. Here, you can view the details of the
product and either: reply to publisher to start negotiating
a perfect deal or accept the offer as is. Let’s
accept the offer We can then view deal in our ‘Active Preferred Deals’ So, what is the publisher seeing at this
point in the deal process? As we accepted the deal as is, the deal goes straight into the ‘Active Deals’ section in the publisher’s marketplace. You can see that the publisher’s marketplace its very similar to ours. If you
choose to enter negotiations the offer will move to both parties
‘negotiations’ section where further discussions can take place in one simple, and accessible inbox. For the next workflow, let’s say you have already had offline conversations with a publisher and both parties are ready to strike a
deal in Ad Exchange The publisher can send out an offer that’s tailored to you based on any offline conversations you have been having. This offer will then appear in your ‘incoming offers’. You can use the ‘incoming offers’ view to easily access all private auction and preferred deal
offers that were sent directly to you In addition, such offers will show up as search results when searching in the ‘Discover’ view of the marketplace The deal completion is exactly the same as before should you and publisher choose to enter negotiation or accept the deal as it is. If we navigate to my ‘active deals’ we can see that the deal has been
finalized and that a deal ID has been generated. As a top tip, to see how the deal is performing, in terms of the number of impressions that have been won, and how many bids are being filtered and the reasons behind those, you can click ‘view RTB Breakout for this Deal ID’ to check the status of the deal. And that concludes our video on Marketplace. For more training videos and resources, please visit the
Ad Exchange Buyer Academy on our Help Center via the case-sensitive link displayed here. Thanks for watching!

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