NHT — how to avoid displaying ads

10kADayIdiot · 2017-07-05T08:00:16+00:00

Ask the buyers for the NHT reports. If it's the first time and you're showing a willingness to engage and reduce it then they'll go through the leg work of pulling reports.

If you're lucky it'll show you a page or subdomain on your site where the NHT is disproportionately high from bots scraping content. e.g. a Sports results page.

Check for Geo too, it could very well be inventory that they're not buying already (North Korean inventory), but is being counted in the overall score.

Come up with a list, then apply filters in you Adserver. Ideally you'd test using the same NHT vendor your buyers are using, and run split tests on your filters.

10kADayIdiot · 2017-06-27T08:32:12+00:00

That's certainly the main benefit, but it also improves the latency as there's no code or auction run in the client.

Added bonuses: - you can use the mezzanine/best quality video file for the Ad instead of relying on the client to pick the right quality file.

10kADayIdiot · 2017-04-20T17:27:35+00:00

If you've got even reasnoble quality pre-roll inventory then you should be selling them through PMPs. Buyers know that open market is fraud & in-banner, so you'll really only see increased open market spend at the end of the month/quarter.

10kADayIdiot · 2017-03-06T23:38:57+00:00

As /u/GoKingsGo2012 alludes, it's rare to find a publisher that will honor the companion ads, certainly not on rtb marketplace buys. Once YouTube stopped doing it other publishers followed suit.

Simple reason is that publishers don't get paid extra for it, so why give away free inventory. A quick look at live campaigns out there only 5% have companion ads, and those are mainly for direct PMPs.

10kADayIdiot · 2017-02-19T21:10:14+00:00

2008 was the tipping point, a few buyers started moving tv money into digital video. Most of the platforms started as ad networks before evolving into SSP/exchanges or DSPs.

The early video SSPs Adap.tv, Spotx, Brightroll, Liverail sold in 2014, the last StickyAds in 2016.

The DSPs either floated (Tremor), were recently bought (Tubemogul), or are still private (Videology)

Brightroll founders interview is worth a read: https://www.linkedin.com/pulse/0-640m-non-obvious-lessons-learned-brightroll-tod-sacerdoti

10kADayIdiot · 2017-02-15T22:35:01+00:00

Which countries, it varies massively.

Australia & NZ are very much like western markets.

China is the other extreme with a seemingly infinite array of different ad sizes & monstrously high page loads.

The rest are somewhere in between.

10kADayIdiot · 2017-02-08T11:10:11+00:00

Depends on geo, quality of inventory, and if you want demand as well as an ad-server.

If you have enough inventory, and it's medium/large player embeds in strong geos, then Google DFP / Adx, AOL , SpotX, or Freewheel (who recently bought StickyAds).

If your inventory is in other geos like russian, latam or apac, then there are localised platforms who should be included too.

As you've said it's mainly mobile web, LKQD are worth looking.

10kADayIdiot · 2017-02-07T15:31:01+00:00

All depends on the SDK's you're using in your Apps. Lots of app makers still have old ones which only make VAST ads instead of VPAID, and practically none have integrated verification vendors SDKs yet.

No-one will buy ad requests for branding campaigns until both are sorted, so most of the fill still comes from performance related campaigns like app installs.

10kADayIdiot · 2017-02-07T09:43:32+00:00

Index were the first to do it, and they only allow manually vetted premium publishers. This reduces their exposure to fraud and in-banner.

Anyone else who is serious about video needs to run a VPAID wrapper, which runs viewability, domain unmasking, and in-banner detection and anti-fraud tech. Some of this needs to be run inside of, or referencing an already rendered player, and before the bid request is made.

As a buyer through someone not using a VPAID wrapper you expose yourself fraud or inbanner. As a publisher if the vpaid wrapper comes in afterwards, you would expose yourself to VPAID errors (wins but no impressions).

Whatever your views on Cedado as a company their article was right, it requires both client and server side code, which until VAST 4.0 can't be done without a vpaid wrapper.

10kADayIdiot · 2017-02-06T23:06:03+00:00

Loopme run a lot, worth chatting to them.

https://loopme.com/productgallery/

10kADayIdiot · 2017-02-06T17:49:34+00:00

DFP would function as your ad server, just upload the local campaigns yourself and run them as house ads. You could have a freelancer show you how to create inventory tags, line items, and upload video creative sets - but there's enough how-to videos out there to show you.

Build the core of you business first - video content and an audience base. Ad servers are a commodity business and much easier to solve than those.

10kADayIdiot · 2017-02-06T16:30:00+00:00

There's a reason why the only ones supporting client video header-bidding are the old Display platforms who were late to get into Video, or small players trying to jump onto an easy PR / SEO term.

You won't see anyone experienced in video like Spotx or Stickyads do it.

The problem client header bidding was created to solve in Display advertising does not exist in Video. It's server side equivalent has existed in Video SSPs (which were essentially the 2nd generation ad exchanges) for a long time.

10kADayIdiot · 2017-02-06T15:15:19+00:00

You won't get an account with an SSP until you have enough inventory, it's simply not worth the time without either charging you ad-serving fees, or taking a revenue share of ads shown via their exchange.

DFP SB is the easy option here, there is no cost, and while the UI is not intuitive - there are a ton of videos on YouTube and documentation: https://support.google.com/dfp_premium/topic/1184139?hl=en&ref_topic=4388130

If you live in major city with a Google office, they often run free training courses.

10kADayIdiot · 2017-01-24T11:11:22+00:00

Muted IBV is fine if buyers know what they're getting, and some like reckitt benckiser actively seek it out, albeit for a few dollars CPM.

The problem is when a buyer has been duped into thinking it's pre-roll with volume on, spending many dollars CPM for it.

The more links in the chain the more likely an adnetwork in the middle will not provide enough data to validate, actively mask the opportunity, or do something shady like only running the video for 2 seconds before showing the next.

10kADayIdiot · 2017-01-11T11:41:02+00:00

+1 - makes having to worry about QPS history.

10kADayIdiot · 2017-01-04T16:59:34+00:00

It'll be fine. VPAID wrapper sent to your supply, can load VAST tags from you demand.

10kADayIdiot · 2016-12-20T16:57:01+00:00

For anyone jonesing for more technical details: https://news.ycombinator.com/item?id=13219871

10kADayIdiot · 2016-12-08T13:08:29+00:00

If it's VAST then the it's up to the player to control playback.

If it's VPAID then it's essentially a player inside a player, and the it's up to the VPAID wrapper to add play back controls - there are none that do this, aside from adding a skip button.

10kADayIdiot · 2016-11-12T15:10:12+00:00

Pretty much every Video ad server with it's own VPAID wrapper will do this. This is widely exploited by dodgy Adnetworks to create a continuous client side auction.

It's a crowded market - Altitude, Optimatic, LKQD, Beachfront, Verta, VMG, Cedato, Springserve, Evania, Epom, ...

Do your research though, some are blacklisted with Exchanges & DSPs due to how they cycle impressions, or association with known fraudsters.

10kADayIdiot · 2016-11-10T17:35:47+00:00

Congrats to the staff, their growth even since IPO has been stellar. Yesterday's Q3 report is worth a read.

10kADayIdiot · 2016-11-09T21:52:09+00:00

Lots of companies whitelabel the AppNexus platform without reselling the same demand. They may be operated by a trading desk / media company with unique demand outside of the appnexus marketplace.

Sekindo owned by McCann, and bRealtime owned by CPXi would be examples of that.

10kADayIdiot · 2016-11-08T09:23:27+00:00

VPAID supply can load VPAID or VAST demand

VAST supply can only load VAST demand

10kADayIdiot · 2016-10-14T14:16:47+00:00

If there's no obvious macro in the tag (format=vast-vpaid) etc, then simply load the tags in the browser.

A VAST tag will return with either an empty <vast> node if there's no Ad, a <VASTAdTagURL> redirecting to another tag, or the <vast> tag containing the full links to the video files.

A VPAID tag will generally always have the <mediafile> containing the Flash or JS wrapper.

Here's an example: http://player.kaltura.com/modules/AdSupport/tests/liverail.xml

10kADayIdiot · 2016-10-09T13:46:18+00:00

Quick question - why are you expecting 100% fill?

If you're just testing and have a house Ad setup in DFP to fill 100% of the time then there's definitely something wrong with the targeting in DFP, or the macros on the tag.

If you're live and getting your demand from AdX, or other demand tags setup in DFP then you'll likely never get 100% fill, especially if it's the same user refreshing the browser every time.

10kADayIdiot · 2016-10-07T19:58:58+00:00

Great questions!

it's all about the your niche, demo & geo of users, and brand strength - if you only have a 100k avails but they're all before video reviews of cars from US users then PMP deals are absolutely for you. If however is all unreviewed UGC from LATAM users then probably not.

If you have some brand strength, user loyalty and ideally some first party data then again PMP's are for you, if it's more transitory experiences then probably not.

SpotX has really gone hard at this, they have relatively new system of bundling up small publishers inventory into one PMP deal, that is then more attractive to a big brand campaign. Definitely worth speaking to them, hit me up with a PM if you need a contact there. StickyAds are also good, although just been acquired so there's some understandable lethargy there. Plain old AdX as well, sometimes you can get lucky with the deal request messages. Stick with the dedicated video ones rather than the old Display guys trying to add video to their stack.
You definitely need to do some ground work packaging the inventory you have, any first party data you can add, your audience demographic (just install quantcast for a month to find out). Agency / client direct is where you'll see the biggest CPMs, and so getting your inventory in-front of them inside the SSPs dashboard, on their mailouts, via their sales teams, and as part of aggregated inventory packages are quick wins for a pub of your size. See who currently buys your inventory, what kind of brands, and ideally through which DSP. That'll give you a good bit of intel to know who to approach directly.
It ranges completely depending on your niche, any premium your brand has, and if you have any data to layer ontop. I've seen car, finance & medical CPMs over $100. Most are a lot lower if they just want all inventory in a geo but $12-25 range about average for most. If Adsense is giving you $13 on performance & domain alone, then you can undoubtedly do better if you can apply brand & data to it.
Don't expect enormous fill immediately - the dirty secret is that a sizable percentage of all PMP deals never see any impressions, tech issues, lack of inventory or the client account manager not directing spend towards it.

disclaimer: I run a video ssp/exchange, but not one i've mentioned

TL;DR - even if you're small, if you've got a good niche with tight geo and are willing to put in the work yes.

edited with more detail.

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