SSP General FAQs for Sellers

Programmatic advertising is an automated trading model enabling sellers and buyers to trade at the impression level. Transactions are carried out through auctions (enabled by RTB), buy transactions (programmatic direct with exclusive buys), or mediated network ad calls. Programmatic typically includes three types of markets.

• Programmatic direct - Automates the direct relationship between an SSP and an agency or advertiser
• Private exchange - An SSP sells designated inventory to select DSPs using business rules specific to the private exchange (e.g., pricing, brand rules, etc.)
• Open exchange (RTB and mediation) - An open market of many SSPs and DSPs that can buy through competitive auctions (RTB) or via mediation.

Yes. The best way to think of this is to separate the type of market from the technology that enables the market. Programmatic is a term that describes a set of markets, whereas RTB is an underlying technology that enables auction-oriented markets, including private exchanges and an open exchange. The YahooSSP offers programmatic direct, private exchange, and our open exchange that includes integrated RTB and mediation.

Yahoo SSP

Yahoo supports mobile and desktop, web and applications (iOS including iPhone, iPad, iPod Touch, and Android including phones and tablets). Our suite of products enables the maximum yield and future-proofs digital advertising.

Revenue and fill rate performance are highly dependent on many different factors including content type, volume, targeting parameters passed, geographic profile, enabled ad formats (rich media, interstitial, video, etc.), ad position on the page, click through rate (CTR) performance, and other elements specific to each site and app.

For more information on how to maximize revenue and fill-rate performance, contact an Account Manager.

Our SSP enables all types of campaigns up and down the purchase funnel, including campaigns built for CPC, CPI, CPA and CPM campaigns. This flexibility maximizes the number of campaigns that can be run on your inventory. We enable auctions using CPM pricing so competitive auctions are run with a common, comparable value.

SSP has over 225 global media buyers spanning mobile-native DSPs, online-native SSP, agency trading desks, agencies, ad networks and direct advertisers. Some media buyers support a wide range of campaign types; others specialize by type (location buyers) or vertically.

Yes. SSP is a global business, supporting publishers that operate globally and regionally and media buyers that run campaigns across the globe in a variety of languages.

Yes, our SSP offers two market types enabling you to specify which media buyer(s) can purchase your impressions.

• Our Programmatic Direct market enables automated direct relationships you may already have in place with agencies.
• Our Private Exchange allows the selling of designated inventory to selected media buyers. Oftentimes, sellers implement specific business rules (e.g. price floors) that are different than those on the open exchange.

We recommend an in-depth review with an Account Manager to understand the full suite of programmatic markets available.

Yes. In fact, we recommend that first-party data be provided wherever possible as media buyers value this data. This has the effect of driving up CPM and yield. First-party data may include ID (Ad ID and IFA), location (lat/long, zip code, city, state, DMA), or demographic information (age, gender, marital status, household income, etc.). This data enables buyers to target ads to your customers and effectively drives revenue and eCPM gains.

We are also able to integrate 3rd party audience segments, location signals, contextual data, and a universal ID to your inventory. We recommend you fully enable these capabilities as the expected (and additional) CPM and yield value accrues to you.

The integration process takes most sellers and developers 1-3 business days to complete. Media buyers on RTB will be available to buy your impressions as soon as you go live. Provisioning ad networks on mediation varies and can take anywhere from 1 day to 2 weeks. Bring your own ad network tags to our SSP and mediate them to optimize yield. The actual integration timeline depends on a variety of factors, including your resources.

Our SSP supports check and ACH transfers to domestic sellers and developers as well as WIRE transfers to our International partners. For more detailed information about payout methods contact an Account Manager.

Yahoo enables access to 225+ media buyers across our SSP, including mediation and RTB, through a single integration. For mediation, we provision ad networks on your behalf or you can provide us with your own tags for the SSP to mediate and yield optimize. In either case, all available data is aggregated in the Analytics Reports UI.

The SSP offers several integration options:

• In-App publishers should use the Yahoo Mobile SDK which is not specific to Android or iOS.
• Mobile web publishers should use Javascript.

In limited cases, integration support through third-party ad servers may be available as a last resort.

The SSP supports all IAB- and MMA-approved mobile ad formats, VAST-compliant video ad units, and MRAID 2.0-compliant rich media and video ad units. We also support custom and native units built by our seller and developer customers as well as custom units we have built together to meet unique needs.