General FAQs for Publishers
Find answers to some of the most frequently asked questions here.
WHAT DOES PROGRAMMATIC MEAN?
Programmatic is an automated trading model where publishers and media buyers are able to trade at the impression level on an automated basis. The transaction can be carried out through auction (enabled by RTB) and buy transactions (for programmatic direct where buys are exclusive to one buyer), or mediated network ad calls. Programmatic typically includes three types of markets:
- Programmatic direct: Automates the direct relationship between a publisher and an agency or advertiser
- Private exchange: A publisher sells designated inventory to select buyers using business rules specific to the private exchange (e.g., pricing, brand rules, etc)
- Open exchange (RTB and mediation): An open market of many publishers and buyers that can buy through competitive auctions (RTB) or via mediation.
IS THERE A DIFFERENCE BETWEEN PROGRAMMATIC AND REAL-TIME BIDDING (RTB)?
Yes. The best way to think of this is to separate the type of market from the technology that enables the market. Programmatic is a term that describes a set of markets whereas RTB is an underlying technology that enables auction-oriented markets, including private exchanges and an open exchange. The ONE by AOL: Mobile Marketplace offers programmatic direct, private exchange, and our open exchange that includes integrated RTB and mediation.
ONE by AOL: Mobile Marketplace
|Programmatic Direct||Facilitates one-to-one direct relationship between a publisher and agency or advertiser||Buy transaction
(pre-negotiated, not competitive)
|Private Exchange||Designated inventory available to select buyers||Competitive auction|
|RTB (open exchange)||Open to all RTB-enabled buyers||Competitive auction|
|Mediation (open exchange)||Open to all ad networks or other buyers that buy via static connections||Mediation|
WHICH PLATFORMS DOES ONE BY AOL: MOBILE SUPPORT?
ONE by AOL: Mobile supports both mobile web and applications. Supported platforms include iOS and Android, encompassing iPhone, iPad, iPod Touch, Android Phone and Tablets, and mobile web among others. This complete offering enables you to maximize and future-proof your market.
WHAT SORT OF PERFORMANCE CAN I EXPECT FROM THE ONE BY AOL: MOBILE MARKETPLACE?
Revenue and fill rate performance are highly dependent on many different factors including content type, volume, targeting parameters passed, geographic profile, enabled ad formats (rich media, interstitial, video, etc.), ad position on the page, CTR performance, and other elements specific to your site and/or app.
For more information on how to maximize your revenue and fill-rate performance, Best Practices Document.
WILL I RECEIVE CPC, CPI OR CPM CAMPAIGNS?
The ONE by AOL: Mobile Marketplace enables all types of campaigns up and down the purchase funnel, including campaigns built for CPC, CPI, CPA and CPM campaigns. This flexibility maximizes the number of campaigns that can be run on your inventory. We enable auctions using CPM pricing so competitive auctions are run with a common, comparable value.
CAN YOU DESCRIBE THE ROSTER OF MEDIA BUYERS ON THE ONE BY AOL: MOBILE MARKETPLACE?
ONE by AOL: Mobile Marketplace has over 225 global media buyers spanning mobile-native DSPs, online-native DSPs, agency trading desks, agencies, ad networks and direct advertisers. Some media buyers support a wide range of campaign types; others specialize by type (location buyers) or vertically.
DO ONE BY AOL: MOBILE BUYERS SERVE ADS IN DIFFERENT LANGUAGES?
ONE by AOL: Mobile is a global business, supporting publishers that operate globally and regionally and media buyers that run campaigns across the globe in a variety of languages.
CAN I SPECIFY WHICH MEDIA BUYERS CAN SEE AND BUY MY IMPRESSIONS?
Yes, the ONE by AOL: Mobile Marketplace offers two market types that enable you to specify which media buyer or buyers can purchase your impressions. Our Programmatic Direct market enables you to automate direct relationships you may have with buyers (e.g,. agencies). Our Private Exchange allows you to sell designated inventory to selected media buyers. Often times, publishers will implement specific business rules (e.g. price floors) that are different than those on the open exchange.
We recommend reviewing “Starting a Programmatic Business” to understand the full suite of programmatic markets available to you.
ARE YOU ABLE TO ACCEPT TARGETING PARAMETERS, USER REGISTRATION OR LOCATION DATA?
Yes. In fact, we recommend that you provide first-party data wherever possible as media buyers value this data. This has the effect of driving up CPM and yield. First-party data may include ID (Ad ID and IFA), location (lat/long, zip code, city, state, DMA), or demographic information (age, gender, marital status, household income, etc.). This data enables buyers to target ads to your customers and effectively drives revenue and eCPM gains.
We are also able to integrate 3rd party audience segments, location signals, contextual data, and a universal ID to your inventory. We recommend you fully enable these capabilities as the expected (and additional) CPM and yield value accrues to you.
HOW DO I SETUP AN ACCOUNT WITH ONE BY AOL: MOBILE, AND IS IT FREE TO INTEGRATE?
It’s free to set up an account with ONE by AOL: Mobile. You can get started here.
Upon signing up with ONE by AOL: Mobile, we will send you step-by-step integration instructions and a checklist of factors that contribute to going live with the ONE by AOL: Mobile Marketplace. Be sure to check out our Best Practices article and others in the Customer Center.
HOW LONG DOES THE INTEGRATION PROCESS TAKE?
The integration process takes most publishers and developers 1-3 days. Media buyers on RTB will be available to buy your impressions as soon as you go live. Provisioning ad networks on mediation varies and can take anywhere from 1 day to 2 weeks. You can also bring your own ad network tags to ONE by AOL: Mobile for us to mediate and yield optimize. Actual integration timeline depends on a variety of factors including your resources.
WHAT PAYMENT METHODS DOES ONE BY AOL: MOBILE SUPPORT?
ONE by AOL: Mobile supports check and ACH transfers to our Domestic publishers and developers as well as WIRE transfers to our International partners. For more detailed information about payout methods see our Payout FAQs.
IS IT NECESSARY TO SIGN UP FOR ACCOUNTS WITH EVERY AD NETWORK WHOSE ADS WILL BE SHOWN?
ONE by AOL: Mobile enables you to access 225+ media buyers across the ONE by AOL: Mobile Marketplace, including mediation and RTB, through one point of integration. For mediation, we can provision ad networks on your behalf or you can provide us with your own tags for ONE by AOL: Mobile to mediate and yield optimize. In either case, all available data is aggregated in the reporting UI.
WHAT ARE THE INTEGRATION METHODS AVAILABLE FOR THE ONE BY AOL: MOBILE MARKETPLACE?
WHAT AD SIZES AND FORMATS DOES ONE BY AOL: MOBILE SUPPORT?
ONE by AOL: Mobile supports all IAB- and MMA-approved mobile ad formats, VAST-compliant video ad units, and MRAID 2.0-compliant rich media and video ad units. We also support custom and native units built by our publisher and developer customers as well as custom units we have built with our customers to meet their unique needs.
For more information on mobile ad dimensions, check out the Mobile Marketing Association (MMA) and Internet Advertising Bureau (IAB) “Mobile Phone Creative Guidelines.”
DO YOU SUPPORT HOUSE AND DIRECT ADS?
Yes. Our ad server supports house, direct, and network ads. The ad server enables you to execute different optimization schemes to optimize house, direct, and network ads.