by Roman Vrublivskyi
We know that it can be a challenge when you have different kinds of demand and supply partners in your marketplace. Each of them may trade according to particular standards and protocols. For instance, most often partners trade within the same connection type – RTB to RTB or let’s say VAST to VAST. However, if your system also supports VAST to RTB, RTB to VAST, and VAST to all connections it gives your partners much more flexibility and media-trading convenience. Let’s see how it becomes possible in your SmartHub.
There’s no need to go on about the technical subtleties of each protocol or explain how each one can be very important for media trading and rendering certain creatives. At the same time, we’d like to give you a little reminder of those protocols that we are going to talk about:
Now, let’s see how these standards can work for you. In the latest update, we’ve simplified it for our customers and made sure that those different connections “understand” each other. For those looking to optimize their ad delivery, understanding prebid server to server integration can be a game-changer in the programmatic advertising landscape. No need to whitelist every endpoint on the platform to create a VAST to RTB or VAST to VAST connections – media buying and selling are practically universal.
You can trade not only VAST to VAST or RTB to RTB but also in a VAST to RTB, RTB to VAST, and VAST to all ways. Leveraging the capabilities of the prebid server can significantly enhance real-time bidding processes, ensuring optimal ad performance.
After doing several tests and investigations our team has pinpointed several important nuances. We found a difference in VAST Tags performance when trading with an Open RTB endpoint, or a VAST Tag only. So we have also added a new feature on SSP and DSP sides. By using this feature you can select how/which connection type you want your VAST tag to trade with: both VAST tags and RTB endpoints, only RTB endpoints, or only VAST tags.
Here’s how you can do it in the dashboard while adding supply or demand endpoints:
Here’s how to set it up and what it means:
When generating a new VAST tag, fill in the standard fields and choose the VAST connection that suits your platform.
In programmatic advertising B2B industry it is very important for the partners to maintain a consistent ad serving environment, that’s why making these standards compatible is an important step.
Basically, with this important update, your marketplace becomes universal as it extends opportunities for buying and selling inventory, which increases the efficiency of your marketplace.
For any inquiries please contact your Account Manager on SmartHub platform, they will be happy to assist you.
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