The "Page Load" (Primary) Market and the urge for "Viewability"
Prebid is a platform founded on the DFP-based architecture to offer manually pre-defined ad slots to a multitude of buyers in an efficient way and is preferably used for the ad slots hardcoded to appear above the fold at the point when the webpage is rendered in the browser. Using a server-side framework, all ad slots are offered simultaneously to a multitude of buyers that have been pre-selected by the Publisher. The process is complex and has many steps and players involved in the process flow.
The bids are received for all the ad slots on the page to be rendered, the winning bids are chosen and the ad associated with each bid is delivered, all before knowing various aspects of the quality of each ad slot that will be different on different screens and subject to each individual viewer behavior.
Publishers have control over the demand partners but not the technical process itself. Importantly all these events start and end at the time of the page load and irrespective to which part of the content will be rendered in view initially and which additional viewable content, if any, will present itself [or not] to the viewer subsequently.
The concept of Viewability (and its attributes — Viewable Impression Metric, viewability rating and verification) emerged from the limitations of the DFP architecture that is based on the inventory manually pre-defined in the markup of the webpages.
The pre-defined nature of the inventory implies that the paid for and delivered ad may end up being viewable, partially viewable or not viewable at all, based on many reasons that can be determined only programmatically and after the page is loaded.
That results in a "real-time limitation" where the value of the opportunities presented to the buyers for bidding is unknown yet — some of the opportunities have value, some have some value, and some opportunities may almost never result in the viewable ad and have minimal value. And all that in fact can be determined only well after the transaction is complete, making the bidding at this point also a game of chance.
The "After the Page Load" (Viewable-Only Opportunities) Market
LIQWID ad.Inject provides a placement-level bidding auction for viewable opportunities that arise only after the page load and certainly after Prebid has concluded its transaction. These viewable opportunities are just as valuable to the Publisher and arguably, even more valuable to the Advertisers.
Many think of a web page as the requested HTML document regardless of length and complexity of the rendered interactive content. But from a viewer's standpoint, a page is whatever is currently in view at a time.
As viewers scroll, even as long as on so called lazy-scroll or infinite-scroll pages, they are essentially turning the page to look at new content and of course the ads disappear as the page is scrolled (turned). This scrolling of content is what creates the all-equally-valuable viewable market opportunities. And because such opportunities are created and managed by the ad.Inject engine programmatically (without the use of manually-defined ad slots), the "After the Page Load" Market is based entirely on viewable-only ad opportunities for both, direct campaigns and programmatic programs. And in the programmatic space, a new bidding auction starts for each individual viewable opportunity.
The challenge of the "below-the-fold" monetization on the "Page Load" (Primary) Market
At the onset, LIQWID does not believe that ad slot technology is appropriate for below the fold monetization. Below the fold ad slots create a number of problems including where should they be placed, viewability and how to control pricing with something that now must be filled.
Publishers can take an educated guess based on historical data as to placement viewability but this is nearly impossible to maximize effectiveness based on the multitude of screen sizes and resolutions among the myriad of devices in the market. This process is best suited to an automated approach based on actual user behavior that accounts for the different devices, sizes and resolutions and does so in real time. With respect to pricing, when ad slots are manually created and content is designed around them, they must be filled irrespective of eventual viewability. Since the publisher has no idea as to total inventory or its quality over any time of span and since the slots must be filled, Publishers have no control over results. If you have an unknown quantity and quality of inventory and it must be filled at any price, the result can only be damaging to overall average price.
The concept of Scarcity has been completely removed from the equation along with the ability to reject an offer, and without known quality, scarcity and price control, yield and revenue maximization cannot be achieved.
How does LIQWID ad.Inject come into play?
LIQWID ad.Inject creates inventory programmatically without the use of manually pre-defined ad slots for direct sales and programmatic for all advertising formats — display, adaptive, video, widgets etc. In the programmatic space, LIQWID focuses on the monetization of the content that opportunity only come into play after the page load and following the result of the Prebid process. Regardless of the placement position the LIQWID ad.Inject process always starts after the "Page Load" (Primary) Market has been transacted.
For this reason, LIQWID provides a new bidding auction for each viewable opportunity that may or may not arise, depending on viewer behavior.
LIQWID, through a single tag on the page, dynamically creates and injects the ad placements into the viewport of the viewer's browser programmatically, all without any changes to the Publisher's page or content, by utilizing unused or previously undesired space or even dynamically adapting the content based on the approved by the publisher placement positioning and appearance.
The LIQWID ad.Inject Library enables digital publishers for a complete automation of advertising inventory based on viewable-only ads. The ad.Inject Library is essentially a library of presets that are programmed to inject additional markup and stylesheets needed to render ads and manage their positioning and appearance within a custom webpage design using single-word placement parameters. Such potential ad placements that have no physical rendered surface, but with their size and other parameters kept in virtual memory, have no value until such time that it is known to be viewable relative to any specific part of the scrolled in-view content.
It allows for a precisely managed way to accommodate existing content even with very sophisticated layouts and monetize the content with ultimate effectiveness, all based on viewable-only opportunities.
Dutch Auction for online advertising is here.
Unlike Prebid and common "above-the-fold" and "below-the-fold" ad units, LIQWID ad.Inject initiates a true bidding process at the time of the programmatically determined and reliable viewable opportunity based on the ad size and other specific to a complete ad experience criteria.
By utilizing a true Dutch Auction, (i.e. a method of selling in which the price is reduced until a buyer is found) for inventory that is entirely under the control of the Publisher with a reserve price below which the Publisher will reject any bid, only then can a Publisher re-introduce scarcity value based on price and inventory control. If there is no bid that meets a price, then no ad will be injected with no impact to the content since there is no ad slot to be filled.
The Dutch auction is used extensively throughout the financial world precisely because it does cause buyer to consider their highest price for fear of completely losing out the opportunity.
The Fold is no more.
We support the Industry's policies of limiting ad slots for above-the-fold locations that must be filled at the time of the page load.
For the subsequent opportunities, ads injected only at the time the placement opportunity is known to be viewable and at that time subject to dynamic bidding process absolutely results in superior yield and revenue maximization.
With LIQWID ad.Inject, publishers do not need the "below-the-fold" (BTF) ad slots at all and are enabled for a complete automation of advertising inventory and campaign management based on viewable-only ads. By keeping only slots that Google recommends via their policies as the "above-the-fold" (ATF) inventory transacting at the point of the "page load," publishers are enabled to monetize the rest of the content with ultimate effectiveness managed programmatically by LIQWID patented ad.Inject technology, without the use of manually pre-defined ad slots.