MediaGamma's DYnamic PRicing & INventory ALlocation (DYPRINAL)

MediaGamma 的动态定价

• 批准号: 710543
• 金额: $ 12.74万
• 依托单位: MEDIAGAMMA LIMITED
• 依托单位国家: 英国
• 项目类别: GRD Proof of Concept
• 财政年份: 2014
• 资助国家: 英国
• 起止时间: 2014 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=710543
• 关键词: MediaGamma; DYnamic; PRicing; INventory; ALlocation

MediaGamma is an advertising technology company that operates the world’s first automatedfutures ad exchange for online display advertising, guaranteeing future ad placements.The DYnamic PRicing & INventory ALlocation (DYPRINAL) project will create anautomated online ad inventory pricing and allocation tool, assisting web and mobilepublishers to better monetise their display ad inventories - much like how airline companiesprice and sell their tickets as they know how many to sell in advance and how many to reserveuntil just before take-off to maximise revenue.The transition to online has been tough for both traditional print and “native” web-onlypublishers: The New York Times Co.’s digital advertising revenues decreased 3% in Q3 2013whilst its print circulation continues to decline. The latest figures from The Tribune Co. andTime Inc. tell a similar story. Publishers have unsuccessfully tried to transplant the traditionalprint ad sales model into the online space by pre-selling ad space for a fixed price.In parallel there has been a technology revolution in how online display ads are sold. Thedemand for automation and optimisation have been the key drivers in the adoption of realtime bidding (RTB), which mimics stock spot exchanges and uses computer algorithms toautomatically buy ads instantly via an auction mechanism between buyers (advertisers) andsellers (publishers).Despite the strong growth of real time display ad spot exchanges, RTB technology is a lastminute (“distressed”) sale and thus only cheap remnant inventory that publishers could nototherwise sell in advance via phone negotiations is sold. However, within the last year, thisautomated technology is starting to be applied to the better quality, pre-sold inventory and isset to dominate digital ad trading. Publishers are now facing the challenge of knowing how toallocate and price their ad inventory between the pre-sold and RTB (spot) markets, a problemDYPRINAL aims to solve.

MediaGamma是一家广告技术公司，运营着世界上第一个用于在线展示广告的自动化未来广告交易所，保证未来的广告投放。（DYPRINAL）项目将创建一个自动化的在线广告库存定价和分配工具，帮助网络和移动出版商更好地将其展示广告库存货币化-这就像航空公司定价和销售机票一样，因为他们知道提前出售多少张机票，以及在起飞前保留多少张机票，以实现收入最大化。向在线转型对传统印刷和“原生”网络出版商来说都很坚韧：纽约时报公司的数字广告收入在2013年第三季度下降了3%，而其印刷发行量继续下降。《论坛报》和时代公司的最新数据显示，讲述一个类似的故事。出版商试图通过以固定价格预售广告位，将传统的印刷广告销售模式移植到网络空间，但没有成功。与此同时，网络展示广告的销售方式也发生了技术革命。对自动化和优化的需求一直是采用实时竞价（RTB）的关键驱动力，RTB模仿股票现货交易所，并使用计算机算法通过买家之间的拍卖机制自动立即购买广告（广告商）和销售商（出版商）。尽管真实的时间显示广告现货交易的强劲增长，RTB技术是最后一分钟（“心疼”）销售，因此只有便宜的剩余库存，出版商不能通过电话谈判提前出售。然而，在过去的一年里，这种自动化技术开始应用于质量更好的预售库存，并将主导数字广告交易。出版商现在面临的挑战是如何在预售和RTB（现货）市场之间分配和定价他们的广告库存，DYPRINAL旨在解决这个问题。