SiteScout RTB Update: 5 Things We Have Been Working On (+ What’s In The Pipeline!)

by Ratko Vidakovic on December 1, 2011 · 0 comments

Crunching Intensely

It’s been almost 2 months since our last update, so we thought it would be a good idea to fill everyone in on what we’ve been working on.

We still have plans to share some contextual targeting case studies, but we’re developing some improved statistics which will provide more granularity and insight into category performance, so the results will take some time to compile.

Other than that, we’ve been working on various things over the last month or so, mostly backend improvements, but important stuff nonetheless…

1. Bidding Algorithm Optimization

Roughly 2 weeks ago, we implemented an update to our bidding algorithm which allowed everyone on our platform to win more bids across all exchanges.

Preliminary results have shown almost double the win rate (%) across the board. So, if you’ve noticed in the past few weeks that your campaigns are winning more traffic, this would be the reason.

2. Retargeting Fix

As a result of the bidding algorithm update, the retargeting functionality was affected. We have recently managed to resolve this issue and it’s working wonderfully again.

If you’ve had issues with getting enough volume on your retargeting campaigns, despite having a large audience, this fix should help remedy the issue.

If you aren’t familiar with retargeting (also known as the “Audience Targeting” section in our campaign editor), there is a comprehensive article which is both a great primer and guide to what’s possible with retargeting.

3. Increased EU Capacity

We’ve beefed up our presence in our European datacenter, which has made the system far more stable and given us a much higher capacity to win European traffic.

In addition, we have also integrated with a European traffic exchange, Improve Digital, so we have even more traffic available. If you’d like access to Improve Digital traffic, please talk to your account manager.

If you have any campaigns that target European traffic, you should definitely notice some increased traffic levels and win rates.

4. Google/DoubleClick Integration

A few weeks ago we finalized our integration with our biggest exchange partner yet, Google/DoubleClick. The volume is extremely promising. We can basically open up traffic to any site on the DoubleClick exchange, however the ad quality guidelines are definitely the strictest compared to our other partners. We are still ironing out some final details, but expect us to officially announce it soon.

5. Database Optimization

We have scaled out our database infrastructure and essentially changed the way we store and retrieve statistics. As a result, you should notice improved speeds in the interface, including more stability in the system, which means less forced logouts and buggy interface behavior.

What’s In The Pipeline?

Here are some of the things we’ll be working on and releasing over the next few months.

1. Site List Restructuring

The way the system works right now is that you target specific Site IDs, from the Site List, when creating a campaign. A Site ID may actually represent traffic from multiple domains. By the same token, traffic from a domain can be served by multiple Site IDs, so there is some fragmentation and lack of transparency at the moment.

In about 2-3 weeks, we’ll be releasing an update which will change the way sites are represented. You will be able to target domains, with a breakdown of which Site IDs and exchanges are providing the traffic. This way you’ll be able to get the maximum amount of traffic for a desired domain, along with the ability to optimize based on the performance of each Site ID that’s providing traffic for that domain, which is a huge increase in transparency for media buyers.

This essentially allows us to be “network agnostic” by focusing on the actual domains serving the ads, and not on Site IDs, which can include multiple domains and sometimes run-of-network (RON) traffic.

2. Next Generation of SiteScout Ad Server

Some big news. We are happy to announce that we have begun the development of the next generation of our Ad Server product. This is very exciting for us, since it will enable everyone to do some extremely innovative stuff with direct (premium/guaranteed) media buying. Our goal is to have it fully launched by the end of Q1 2012.

3. Additional RTB Integrations

We have plans to integrate a demographic targeting partner in the near future. It will most likely be powered by TargusInfo. We also have plans to integrate with some additional traffic partners such as AppNexus and mobile sources such as Nexage or Mobclix. Expect these to be announced in December/January.

If you have any questions or concerns, please let us know!

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