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Private auctions and preferred deals (legacy workflow)

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Private auctions and preferred deals (legacy workflow)
Private-auctions-direct-deals-and-guaranteed-deals
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This article explains the legacy workflow to create a private auction or preferred deal. A new workflow has been made available to a group of customers – read Private auctions and preferred deals (new workflow) for more details. 

Overview

Deals are agreements between publishers and buyers that are set up on the supply side (Equativ) and the demand side (DSP) and are identified through a dedicated deal Id.

Related articles

Setup

The setup of private auctions and preferred deals is similar. The main difference is that private auctions are first price auctions while preferred deals are sold at a fixed price.
To create a private auction/preferred deal, go to Campaigns > Deals; then, click on the "+" button and select Private auction or Preferred deal.

Fill in the fields:
  • Deal ID - to be left empty in most cases; deal ID will be auto-generated by Equativ when you save the private auction/preferred deal
  • Name - a meaningful name for the private auction/preferred deal
  • Currency - an optional custom currency for this specific deal, different from the currency set in the network; default value: the network’s currency. The currency cannot be changed after the deal was saved. Once the currency is selected, the fields Vendor cost, Targeting cost and Total price are updated accordingly. Note that the custom currency is meant to provide a convenient way to manage prices without the need of manual currency conversion. The revenue shown in reports remains in the network’s default currency and bid requests to demand partners are done in the partner’s preferred currency.
  • Media price - the bid floor (private auctions) or the fixed price (preferred deals), in your network’s currency
  • Targeting cost - filled automatically if Semantic contextual targeting or Audience targeting are used
  • Total price - filled automatically (sum of Media price and Targeting cost)
  • Scheduling - optional start and end date; if the start date is today or earlier, the Save and activate button at the bottom of the page is available; if the start date is tomorrow or later, the Save and activate button is greyed out - in this case, simply press Save and the private auction/preferred deal will start as defined in the start date field;
    Note: The deal status (see "Deal status filters" in Deal monitoring) is only assigned to private auctions and preferred deals without scheduling (no start/end dates defined); also, note that private auctions / preferred deals with a start and end date are never deactivated automatically: you must set them to status "Inactive" manually. Note that the deactivation must happen before the associated insertion went into status "Archived" (insertions are set to status "Archived" 10 days after they ended).
  • Templates - the targeted RTB creative template(s); the private auction/preferred deal will be eligible on the inventory of the RTB+ insertion(s) using this script template; do not combine template targeting with RTB+ Insertions targeting (see next option below)
  • Insertions - the RTB Insertion(s) connected to the private auction/preferred deal (optional); the private auction/preferred deal will only be eligible for the inventory/targeting criteria defined in the connected RTB insertion
    • only add an RTB insertion if needed (e. g. if you need targeting criteria that are not available on private auction/preferred deal level);
    • enable the option Activate "Holistic yield" mode in the General settings section of the RTB insertion;
    • do not combine RTB insertion targeting with template targeting (see previous parameter above)
  • Rules impact - defines how delivery rules are applied when this private auction/preferred deal is eligible; settings made here do not affect the blocking at creative level using the Video creative review tool - the manual or automatic blocking of a creative is always enforced:
    • Override floor and blocking rules - private auction/preferred deal overrides the floor price defined in delivery rules and the floor prices calculated by the Holistic yield algorithm; private auction/preferred deal overrides delivery rules with a blocking effect
    • Override floor rules, but apply blocking rules - private auction/preferred deal overrides the floor price defined in delivery rules and the floor prices calculated by the Holistic yield algorithm; delivery rules with a blocking effect are applied
    • Apply floor and blocking rules - for private auctions only; the floor price defined in delivery rules and the floor prices calculated by the Holistic yield algorithm are applied; delivery rules with a blocking effect are applied
  • Buyers - select the buyer seats to which the private auction/preferred deal applies; read section "Combining buyer seat and EBC company targeting” below
  • Buyer contacts - add relevant contact information on the buyer's side to speed up troubleshooting in case of problems
  • RTB advertisers - defining a RTB advertiser is not recommended due to risks of errors
  • EBC companies – select the Equativ Buyer Connect company; EBC companies are accounts in EBC, where curators can create and manage deals that target Auction packages/Private auctions/Preferred deals and resell them to buyers; usually, curators will add additional targeting criteria and thus maximize publisher revenues; buyers can also act as curators, bundling multiple preferred deals into a single deal to ease operational trafficking in their DSP; read section "Combining buyer seat and EBC company targeting” below for more details
  • Formats - the format(s) of the private auction/preferred deal;
    • in addition to the size defined on format level (e. g. 300x250), you can declare to the buyer that you accept additional (similar) sizes (e. g. 300x300) to be served through your private auction/preferred deal;
    • to do so, first add your format as usual;
    • once done, the option “Customize format's sizes“ will appear; click on the link and declare the additional accepted size(s) (width x height) for the according format;
    • it is possible to select and customize the two instream video formats “Video - Linear (0x0)” and “Video - Non Linear (0x0)”; however, this configuration will have no effect because the customization of instream video formats is not supported;
  • Placements - the sites/pages/packs of the private auction/preferred deal
  • Domains and Bundle IDs - targeting of domains/bundle IDs instead of sites and pages; this is of particular relevance in case of server side bidding where site and page targeting is not available;
    • if the domain/bundle ID targeting feature is not visible, ask your support contact at Equativ to enable it in your network
    • do not combine domain/bundle ID targeting with sites/page targeting: your private auction/preferred deal would only deliver if both conditions are met and thus perform poorly
    • select the Import type Target to allow domains/bundle IDs or Exclude to block domains/bundle IDs
    • click Upload CSV to upload a csv file with the list of domains/bundle IDs; the file must contain one domain/bundle ID per row and must be free of duplicates; each domain/bundle ID must have one of the following formats:
      • www.domain.com
      • www.subdomain.domain.com
      • domain.com
      • subdomain.domain.com
      • com.my-app-name
      • 123456789
    • upload a new domain/bundle ID list if needed; this will replace the entire, previously uploaded domain/bundle ID list
  • Keywords - targeting of text keywords (“=” operator) or numerical keywords (“≤” and ”≥” operators); rules for numerical keywords:
    • in the “Key” field: max. 20 characters; forbidden characters: ; , = . |
    • in the “Value” field: decimal numbers supported with a decimal point (“.”) used as separator; negative values allowed
  • Keyword groups - read the dedicated chapter "Keyword group targeting" below
  • Geography - targeting of countries, cities, states, DMAs or regions; only one targeting type possible (e. g. only countries); to change the targeting type (e. g. change from countries to cities), first delete the targeted items, then switch the targeting type and define criteria
  • Platforms - targeting of platforms (Desktop, Tablet, Smartphone etc.)
  • Predicted views - targeting of a minimum viewability rate; more details in Predicted views targeting
  • Video Completion Rate - targeting of a rate of completed videos (100% of video duration viewed); requires targeting of outstream/instream video script templates; read more in Video completion targeting
  • Audience - targeting of audience segments, special targeting costs apply; more details here
  • Semantic contextual - targeting of semantic contextual segments; more details here 
  • Video content metadata - targeting of metadata describing the video content where the deal is delivered:
    • Content Categories - see value list in section "5.1 Content categories" here
    • Context Ids - see value list in section "5.18 Content Context" here
    • Content Genres - see "genre" in section “3.2.16 Object: Content” here
    • Content IDs - see "id" in section “3.2.16 Object: Content” here
    • Content Languages - see "language" in section “3.2.16 Object: Content” here; must be specified as per ISO-639-1-alpha-2 specification
    • Content Tags - see "keywords" in section “3.2.16 Object: Content” here 
    • Content Channels - see "name" in section "3.2.24 Object: Channel" here
    • Content Networks - see "name" in section "3.2.23 Object: Network" here
  • click Save and activate or Save (the private auction/preferred deal will start as explained in "Scheduling" above) 

Combining buyer seat and EBC company targeting

Buyer seats are accounts in DSPs while EBC companies are accounts in Equativ’s demand platform Equativ Buyer Connect (EBC).
In EBC, curators can create packages they resell under a new deal with its own deal Id. Such packages are referred to as “meta deals” which consist of a combination of:
  • one or multiple private auction deals or preferred deals you created in your network in EMP
  • potentially, one or multiple private auctions or preferred deals from other publishers using EMP
  • usually, additional targeting criteria (e. g. first party data, semantic contextual targeting etc.).
By targeting buyer seats and EBC companies, you can exert different levels of control over how a curator can resell your private auction or preferred deal.
  • Targeting buyer seat only: if you target only a buyer seat, the deal is sent directly to the buyer seat in the DSP; in this case, no curator is involved
  • Targeting EBC company only: if you target only an EBC company, the deal goes to the curator’s account in EBC; here, the curator can repackage your deal under a new deal id (“meta deal”), as explained above; as a result, you are delegating the reselling of your deal entirely to a curator who can send it to a buyer seat of their own choice
  • Targeting both buyer seat and EBC company: if you target both a buyer seat and an EBC company, the deal goes to the curator's account in EBC; here, the curator can repackage your deal under a new deal id (“meta deal”), as explained above but may send it only to the buyer seat you are targeting; as a result, you are delegating the sale of the deal to the curator, but still keep control over the buyer seat; your private auction/preferred deal can still be sold directly, by bidding on the deal Id of your private auction/preferred deal - or by bidding on the meta deal’s Id, which itself is targeting your private auction/preferred deal 
 

Keyword group targeting

You can use keyword group targeting if you have set them up before under Inventory > Keyword groups (the setup is explained in section "Keyword groups" here). 

User-added image

  • select the desired keyword group from the dropdown menu
  • search and select one or multiple keyword(s) and add it/them to the list
  • by default, newly added keywords are combined with the previous keyword with the OR operator - click on the OR operator to transform it into an AND operator
  • if needed, enable the "Exclude" toggle switch (excluded keywords can only be combined with the AND operator)
  • if needed, select another keyword group and add additional keywords; keyword groups are always combined with the AND operator

Currency management

Read the Currency management article to learn more about:
  • how Equativ converts different currencies of integrated demand partners
  • how Equativ applies currency fees
  • which currencies Equativ's demand partners are using
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