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Posted on Dec 16,  2021

How We’ve Upgraded Your System in SmartHub 2.0

It’s been a while since we’ve presented new features in SmartHub. The good news is, all this time we’ve been quietly working on something big – an epic update full of useful functionalities and leverages that you can use to boost your system. Today we suggest you get a glimpse of what waits for you in the SmartHub 2.0. 

“The main advantage of SmartHub 2.0 is the profound flexibility of the system that makes it possible to adjust the system to your unique media trading requirements. SmartHub team has put all their rich experience in crafting just the right functionality that elevates the system performance and makes it easier to quickly achieve media trading effectiveness, the extended support the team provides to take care of all the nuances puts the icing over the cake”, – says Prabhash Jha, Vice President of Business at Advolt.

JS Tags, list manager, QPS adapter, improved stats, and updated dropped requests & responses report – let`s learn in detail how to benefit from those. 

Connecting banner publishers and advertisers through JS tags

Great news, now you can trade via JS Tags on both supply and demand sides. As you probably know, the JS tag is a kind of code that gets inserted inside the web page in order to send a request to an ad server. There are various SSP tag types. The purpose of JS tags is to call the ad requests and notify the browser to send them forward. In some cases, JS tags are also used to collect the data about users who see the particular ad. This way JS tags play an important role in ad serving and data sharing between ad networks, publishers, and advertisers. 

If you have supply and demand partners who want to integrate and serve ads via JS tags know that from now on, your system is fully prepared and technically adjusted for it. Here’s how it works in a nutshell:

  • A JS tag is generated, sent to an ad server, and is placed on the web page.
  • The JS tag triggers the browser to send a JS tag request to the publisher’s ad server.
  • The publisher’s ad server forwards the JS tag to the data management platform to enrich it with user data for behavioral targeting or DSPs.
  • The JS tag is sent further, DSP receives the JS tag and DSP endpoints initiate an RTB auction by sending an ad request further to a demand-side platform (DSP).
  • DSP endpoint ships a relevant ad creative to the publisher’s ad server back to the SSP side.

New extended analytic tools

Meet completely renewed statistics with preset templates that help you work with the platform more efficiently. Now the statistics are combined in one block for your convenience, so you can run the deep analysis of the traffic on your platform to optimize performance and achieve better profit results.

Presets are structured reports that already contain certain metrics by default – they enable SmartHub owners to get the info quickly without building customized preset reports. This way you can analyze many more metrics and combine them to optimize your traffic for better performance.

In this update, we also have added more than 20 metrics and dimensions to analyze your system performаnace. Among them are: Fill Rate%, Render Rate %, Bid Rate%, SSP and DSP RCPM, Avg. SSP and DSP Bidfloor, Avg. SSP and DSP Bid Price. Main Statistics, Request/Response report and SSP/DSP Statistics are now all gathered in one place for your convenience. 

More support tools to enhance traffic flow and control dropped requests & responses

Each time the platform receives the request from the publisher/SSP, it validates it by different criteria which we extended in order to let the traffic meet your requirements. We’ve also outlined the list of reasons why your platform may not send the valid request to the specific DSP. In the ‘Outgoing Traffic Overview’, the system will display the number of requests that were not sent from the particular SSP to the particular DSP and the reasons for that. 

Each time when our platform receives the bid response from the DSP, it also validates it by different criteria. We’ve outlined all reasons because of which our platform may block the bid response. To find out the particular number of responses that were dropped you may go to ‘Support tools’ and then open ‘Traffic & Bids’ overview and ‘Bid Responses Overview’.

Traffic throttling mechanisms & profit optimization tool based on impressions prices (RCPM)

As we wrote in the previous post, with QPS Adapter you can allocate traffic correctly and send it towards the right DSPs that need it most. QPS Adapter in SmartHub makes it possible to match demand with supply more effectively – its sophisticated algorithms analyze the inventory based on a list of targeting parameters such (e.g traffic type, OS, device type, bid floor). Having analyzed what traffic each DSP bids on most frequently it then evaluates then forms the “keys” and prioritizes the incoming traffic based on them. 

RCPM stands for real CPM (cost per mille, or cost per thousand impressions), and it is extremely useful for publishers and advertisers alike, as it shows publishers the true value they are getting from an ad partner. This value is calculated based on the real number of impressions that ad units are getting on publisher’s inventory, (not just impressions the ad partner agreed to pay for).

The calculating formula of DSP RCPM is DSP Spend/Bid Requests *1000000. This metric shows the performance of requests on DSP side depending on spend, helps analyze which traffic is more profitable.

Unlimited filter list manager

With the proper configuration of the list manager, you will have the opportunity to select only those sources that suit your requirements best. This way you can allow or block requests with certain sources so they won’t reach your platform or DSPs. All these sources will be featured on the lists that include the following (six) categories:  domains/bundles, publisher IDs, Site/App IDs, CRIDs, Domains (ADM), and Adomains.

In order to create a new filter list, just click the “New Filter List” button and select the settings for your SSPs and DSPs. Then add the name, choose the type – allowed or blocked list, select your category of the list and choose SSP and DSP connections to apply the filter lists on.

The last word

This time we did the utmost we could to enhance your SmartHub and equip it with useful functionalities that boost system effectiveness and make it easier to overview the performance. Now that there are more options for DSP and SSP integrations you can benefit from a powerful media-trading ecosystem that translates into higher revenues and ROI. If you have a minute and some ideas on features that’d come in handy in boosting your system capacities, don’t shy away from telling us or use a “suggest feature” button in the right top corner of your platform dashboard. 

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