With the release of the draft spec for RTB 2.5 there are some super interesting new ideas around how to describe video adverts. Here we’ll take you through a few and how we see them being used.
This addition allows publishers and SSPs to describe the type of placement that an ad is being requested for. We’ve all seen 300x250 ad placements come through, and we all know they are in banner requests - now we have a way of saying that explicitly.
2 Data Encoding
You can now specify a data encoding header that should be handled by the bidder. A good example of this would be specifying gzip encoding of the bid request - this simply compresses the traffic over the wire from exchange to bidder and back, saving on bandwidth and ultimately money.
3 Bid Changes
There are a few changes to the bid object. A bidder now has the ability to provide a Billing Notice URL (burl) and a Loss Notice URL (lurl).
For Coull, this added layer of transparency is something we’ve been passing to bidders for a while now, albeit relying on our own tech to make that possible. It’s an important inclusion as 2017 will be the year brands and agencies demand more clarity about what they’re bidding on and the result of the auction in real time. We allow the bidder to see if they’ve won or lost, and what the winning price was, which only helps optimise the whole process.
The addition of these 2 features introduces a subtle but important change to the data a DSP can get from an auction. The win notification can now be thought of as just that - the price you offered was enough to win the auction but it doesn’t guarantee anything.
The burl is a great addition, as it’s stage further on from the current win notification. The burl will provide a more accurate way of tracking spend based on delivered impressions, as it’s connected to the impression - it’s saying this impression cost $x. Splitting these 2 things up enables DSPs to track things like failed impressions and possibly partners that may have issues with their player.
The loss notification adds another dimension to this information. It enables the DSP to immediately know that the spend that they had assigned to the auction is now free - there will be no impression. Coull has been offering loss notifications since the introduction of its Exchange and we’re pleased to see this finally make it into the RTB specification
The new Source object lets the exchange pass on some data about whether or not there will be a decision made upstream from the exchange. Header Bidding is the obvious example here, but more and more Ad Managers are holding client side auctions to increase the amount of demand an opportunity sees, and it’s normal now to see sideways connections from exchange to exchange, again to increase the amount of demand available in an efficient way.
There are some more changes, little and big, to the spec but I’ll leave it there for now. The above represents what we believe to be the most interesting ideas in the new spec. It’s great to see some positive changes have been made in the is latest update, and again we’ll look for yet for improvements come version 2.6.
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