AdMonsters OPS: Balancing Multiple SSPS to Maximize Yield

AdMonsters took over the Metropolitan Pavillion in NYC yesterday for their annual OPS conference. If you’re somehow not familiar (shame on you!) with AdMonsters or OPS, make sure to check them out. They throw some incredibly fun useful events throughout the year for all facets of digital media.


At yesterday’s conference I had a chance to present on a topic near and dear to my heart: Balancing Multiple SSPs to Maximize Yield.

This was the session description for those that weren’t able to make it: For the majority of publishers, terms like direct deals, sold out inventory, and premium programmatic are more fantasy than reality. If your website’s display advertising solution is more remnant than guaranteed, how can you be sure you’re maximizing earnings? In this in-focus session, StudyBreak Media’s Emry Downinghall will dive into the non-guarenteed programmatic abyss. Who’s out there? How can you differentiate value between partners? Who should you be working with? What should you be avoiding and, how can you do all this while maintaining ad quality?

Although the topic was fairly broad, my goal was to provide an overview of the StudyBreak Media strategy when considering, setting up, and evaluating a new partner. While we don’t have all the answers (and wont pretend to), we do have quite a bit of experience in this space and it was a pleasure to get a chance to discuss and share some of our strategy.

If you’re interested in checking out the slides that were used for the presentation, you can find them here. The font used is here.

If you have specific questions on the information or the concepts, go ahead and leave it in the comments and we’ll get back to you asap. Specifc topics include:

  • Defining SSP
  • Evaluating if a muiltiple SSP solution is right for your site
  • Pros of working with multiple SSPs
  • Cons of working with multiple SSPs
  • Evaluating potential SSP partners
  • What to look for in a partner
  • Ad serving best practices
  • Data best practices
  • General considerations

My aim when creating the deck was to (hopefully) have at least one piece of information in there that would spark an idea, change, discussion or improvement over a publisher’s current setup. Since OPS includes people from all sides of the industry, I was also hoping that sharing some of this information from a publisher’s perspective might be a useful intel for the supply side (SSPs).

Anyway, hope it helps!