What is defaulting?
Ad networks are becoming increasingly selective about the type of impressions they monetise. If an impression doesn’t match the desired criteria of an ad network’s advertising campaign, then it either shows a public service announcement, a blank spot, or returns the impression to the publisher. All three of these actions are known as defaulting. Ad networks default 56% of the time on average.
Without an automated dynamic default technology in place, the only choice is to crate a static chain of networks in which each network has a certain order. This order stays the same for the whole month, week or day. Changing the order each day is an enormous amount of work. Ad network pricing changes constantly, therefore adjusting static daisy chains weekly, or even daily, isn’t enough to maximize yield.
Improve Digital’s Dynamic Default Optimisation©
Improve Digital solved the above problem with its Dynamic Default Optimisation©. Improve Digital implements dynamic default tags across multiple ad networks in realtime. Thing such as default characteristics, pricing trends, volume, frequencies of each network are monitored and measured in real-time in order to define the right ‘mix of networks’ in real time (caroussel versus waterfall).
Dynamic Default Optimization updates the daisy chain in real time, for every impression, which ensures that the impression goes to the highest paying ad network at every moment of the day.
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