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Jakke PNG · 05-06-2014, 10:54 PM

Who will provide the first SSP / DSP for adult industry?

The difficulty is getting publishers into it, I think buyers would get into it (not affiliates, but direct advertisers). If we copy the model from the mainstream world, it could almost directly be utilized in adult.

Platform
- Needs the capability of having analytics / site tracking in place for the buyer
- Enables retargeting
- Possibly dynamic creatives based on the browsing history
- Need to have frequency capping, targeting rules such as Geo, retargeting (has been on landing page has not been on "thanks for signing up-page", Device targeting (mobile,tablet,desktop)
- Needs to price itself reasonably to attract buyers / sellers (ie. NOT 10% from both sides)
- Needs to be able to de-duplicate and allocate sales to the right channels (RTB / affiliate / SEM)

Publishers
- Need to place platform tags on to their pages through which the bids + ads are served
- Need to set up a reasonable floor price
- Need to be able to set up "deals" to bypass RTB into programmatic buying
- Need to have enough inventory to be worthwhile

Buyers
- Need to commit to CPM buying
- Need to set up their site with Platform's tracking scripts / pixels
- Need to hire in-house buyers who know how to optimize the campaigns and make most of it

Affiliates
- Small affiliates need to mostly fuck off in this model
- If you have a network of sites (or a big site) --> into the publisher segment you go

05-06-2014, 10:54 PM
Jakke PNG ex-TeenGodFather Industry Role: Join Date: Nov 2001 Location: Suomi Finland Perkele Posts: 20,306	When is RTB coming to adult? Who will provide the first SSP / DSP for adult industry? The difficulty is getting publishers into it, I think buyers would get into it (not affiliates, but direct advertisers). If we copy the model from the mainstream world, it could almost directly be utilized in adult. Platform - Needs the capability of having analytics / site tracking in place for the buyer - Enables retargeting - Possibly dynamic creatives based on the browsing history - Need to have frequency capping, targeting rules such as Geo, retargeting (has been on landing page has not been on "thanks for signing up-page", Device targeting (mobile,tablet,desktop) - Needs to price itself reasonably to attract buyers / sellers (ie. NOT 10% from both sides) - Needs to be able to de-duplicate and allocate sales to the right channels (RTB / affiliate / SEM) Publishers - Need to place platform tags on to their pages through which the bids + ads are served - Need to set up a reasonable floor price - Need to be able to set up "deals" to bypass RTB into programmatic buying - Need to have enough inventory to be worthwhile Buyers - Need to commit to CPM buying - Need to set up their site with Platform's tracking scripts / pixels - Need to hire in-house buyers who know how to optimize the campaigns and make most of it Affiliates - Small affiliates need to mostly fuck off in this model - If you have a network of sites (or a big site) --> into the publisher segment you go __________________ ..and I'm off. Last edited by Jakke PNG; 05-06-2014 at 10:57 PM..