A Full Page Take Over is an advertising format from a single campaign that uses the entire webpage or app it is running on and fills out every ad placement. No other campaigns are visible and the advertiser can determine the entire message.
Adhese has developed an innovative approach for buying and selling campaigns through existing programmatic setups and has sucessfully ran programmatic Take Over campaigns with it.
In this article, we take a detailed look at problems with exisiting Take Over approaches and how we have adressed these problems with Adhese Gateway.
Current solutions are complex
Because a take over fills in all placements on a page, they typically mean a lot of extra work for the Adops teams as most adtech setups are designed to work on a placement basis and do not operate on page level.
Take Over campaigns are often sold through direct (IO) and booked in the direct ad server, with the limitation of using all impressions of an entire day, aka. 100% SOV. as this is the only way the ad server can guarantee no other campaigns will come through.
That day is then blocked from any other revenue source and prevents any yielding algorithm to function. It also limits any targeting a buyer might want, as all impressions need to go to the roadblock campaign.
In the current programmatic world, some RTB platforms offer take overs, often with a lot of manual work for setting things up and debugging. DSPs need to buy all placements of a domain individually for each auction. To make sure no other campaigns come through, they are again limited to 100% SOV, making the format too expensive to be used for large scale programmatic campaigns.
All these barriers make Take Overs a very hard sell.
Making it work on pageview level
The Adhese approach works different. It involves no special setup from the buyer, the can even using existing rich media creatives from any vendor they like. For buyers who do not have that kind of template functionality, Weborama AmsterdamWeborama Amsterdam has developed an APTO-XL template that is available for the Dutch market.
It demands no special functionality on the DSP/Buy side platform either, take overs can simply be bought by every partner that is active on the Adhese Gateway, bot SSP and DSP.
The solution relies entirely on internal Gateway functionality that is configured by the publisher who activates the format in his account and allows one or more buyers to bid for it.
By placing single bids for a dedicated Take Over placement, buyers can decide which impressions they are interested in, using all data tools they have. They are no longer obliged to buy all traffic for the day and can apply any buying strategy relevant for the campaign.
Publisher controls buying conditions and yielding
Publishers determine buying conditions and floor prices per placement, so they control who is able to bid for the take over and at what minimum price.
They also benefit from optimal yielding: every time a buyer makes a bid for a Take Over, it will be compared to the sum of all bids for all available placements of the pageview.
When the roadblock yields the highest revenue for the complete page, it wins the auction and gets rendered on the page.
However, when the sum of all other bids, even if not all placements are filled, yields more revenue, then the Take Over bid will be discarded and the other bids will get rendered on the page.
Conclusion
With the Gateway approach, a publisher can finally sell Take Overs on individual pageviews through a full programmatic channel. There is no limitation on buying strategies and no impact on yielding. On top of that, all targeting possibilities from both buyer and seller can be used, just like for any other ad format.