Innovation in digital advertising: ProSiebenSat.1 PULS4 practice case

Publishers and marketers are increasingly faced with the challenge of marketing their advertising space efficiently and in a yield-optimised manner, which means that data-driven optimisation is becoming more and more important in campaign marketing. Virtual Minds has responded to these developments and developed the Integrated Yield Platform (IYP), a comprehensive solution that enables flexible and optimised marketing of both I/O and programmatic campaigns via a single platform.

The Integrated Yield Platform is characterised by a variety of high-quality features that are specifically designed to meet the needs of today’s advertising market participants. The two main features, the server-to-server connection (S2S) and the Advanced Yield Optimisation Class (AYOC), have now achieved significant improvements compared to the previous setup in a practical case at the Austrian TV and digital marketer ProSiebenSat.1 PULS4.

Server-to-server connection (S2S): A sustainable cookie alternative

The server-to-server connection (S2S) creates a direct connection between the ad server and the supply-side platform (SSP), in this case Adition and Yieldlab. This technology can be relevant in the context of replacing the third-party cookie, as alternative ID solutions can be transmitted or mirrored directly between the SSP and ad server, providing publishers with another sustainable solution for user identification and at the same time considerably simplifying inventory management.S2S offers numerous advantages over traditional header bidding solutions, as it significantly reduces the technical integration effort compared to other header bidding solutions, resulting in faster implementation and more efficient use.

The automated inventory management between the ad server and the SSP and the resulting optimisation of the advertising inventory also ensures increased efficiency of advertising operations. At the same time, the server-to-server connection minimises the number of simultaneous connections in the browser, which significantly improves usability through a smoother user experience.

Optimised request, response and loading times for ads, especially for video ads in the mobile sector, simultaneously increase the performance of rich media and video ads, which leads to higher viewability rates and thus to increased effectiveness of advertising campaigns.

In economic terms, publishers benefit from increased demand from external providers and more efficient yield management thanks to comprehensive price competition between I/O and programmatic demand.

Advanced Yield Optimisation Class (AYOC): Intelligent prioritisation for optimal monetisation

The second feature that has led to significant improvements is the Advanced Yield Optimisation Class (AYOC). This technology provides a powerful prioritisation system in the ad server that helps publishers to optimally monetise their inventory while achieving guaranteed targets. The ad server compares all external programmatic bids with I/O campaigns and automatically selects the highest price, automatically adjusting bids if an I/O campaign underperforms. In addition to automated price optimisation, the Integrated Yield Platform offers the option of implementing sponsorship campaigns and fixed placements in the priority model.

On a technical level, the AYOC offers further advantages such as the automated control of I/O campaigns, which significantly reduces manual effort, as well as the integration of various demand sources via S2S and Prebid.js.

Economically, publishers benefit from increased consideration of external demand through direct price comparisons with I/O campaigns, which ensures reliable delivery of I/O campaigns through price elasticity and contributes to higher revenues, which are maximised through intelligent ad server prioritisation. The technology also provides improved transparency on external prices and own pricing policy, leading to informed decisions and successful negotiations. The opportunity cost report also provides a detailed analysis of bidding behaviour and the associated opportunity costs through guaranteed IO targets.

Case study: ProSiebenSat.1 PULS4

In the joint case of ProSiebenSat.1 PULS4 and Virtual Minds, the publisher’s marketing was significantly optimised through the use of the Integrated Yield Platform. In particular, the activation of the AYOC in March 2023, which implements cent-precise and granular targeting and takes into account the SSP demand, led to a significant improvement in monetisation through the SSP Yieldlab connected via S2S:

Conclusion

The results of the joint project between ProSiebenSat.1 PULS4 and Virtual Minds emphasise the potential of modern marketing technologies and highlight the need to adapt to the dynamic conditions of the digital advertising landscape. In the case presented, the complex price optimisation including guarantee compliance, low loss rates thanks to the low-latency S2S connection and the greatly simplified handling of IO vs. programmatic thanks to the automated inventory mirroring between Adition and Yieldlab contributed in particular to the increase in revenue achieved.

The future of the digital advertising industry remains exciting – especially thanks to innovative technologies such as the Integrated Yield Platform, which enables new ways of maximising revenue.

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