Natalie Portier, Appodeal

Why AdTech Is Unfair to Publishers and How to Take Back Control

(White Nights Conference Moscow 2018)
The official conference website — http://wnconf.com

Transcript

1. SECOND PRICE AUCTION 1 2 3 $1 $2.50 $5
2. SECOND PRICE AUCTION 1 2 3 $1 $2.50 $5 WINNING 
 BID
3. SECOND PRICE AUCTION 1 2 3 $1 $2.50 $2.51 ACTUAL
 PRIZE
4. 
 Advertisers
 DSP DSP DSP Ad Exchange Ad Exchange Ad Network Ad Network SSP Publishers Ad Server Users SSP Ad Network AD EXCHANGE
5. AD NETWORKS Traditional Waterfall
6. DOUBLE DIPPING 30% 70% Ad Exchange Rev Share To Publishers 10% Buyer’s Fee
7. APPODEAL TO THE RESCUE Combatting Second Price Auctions
8. APPODEAL TO THE RESCUE Flat
 Waterfall
9. NO EXTRA FEE APPODEAL TO THE RESCUE Appodeal’s Ad Exchange 10% Buyer’s Fee
10. APPODEAL TO THE RESCUE Parallel Bidding
11. THANK YOU! www.appodeal.com