Epom Ad Server allows integrating DSP platforms and using DSP/SSP as a part of ad serving activity.

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Note!

Before you start, please contact Epom Support Team to have the functionality enabled in your network.

Once all set and done, the following entities will appear in your network:

  • SSP Site, SSP Partner(s), and Endpoint(s) in Publishers tab.
  • DSP tools on the Advertisers, Campaigns, and Banners cards in Advertisers tab.
  • DSP Analytics tab.

Publishers Tab

On the Publisher side of Epom Ad Server the following entities will be added:

  • SSP Site – a single Site that contains all SSPs integrated to your network.
  • SSP Partner(s) – every entity on the Zone level of the SSP Site is a separate SSP partner.
  • Endpoint(s) – placeholder(s) for the endpoint(s) of the SSP partner on the Placement level.

Please note, that these entities are exclusively used for DSP/SSP ad serving. Therefore, the following limitations and specifics are applied:

  • None of these entities can be added or deleted manually.
  • Entities should be linked to Campaigns via the DSP Settings tools (see below), as opposed to the Manual Linking.
  • DSP Banners are grouped according to their sizes. All the Non-Standard Banners and Banners of Any Size are collected in a separate group as well. These groups of Banners are then matched with the Bid request and participate in the Bidding process thereafter.
  • Video and Video Overlay Banners, Application Banners, Native and Email Banners are ignored.

Advertisers Tab

On the Advertiser side of Epom Ad Server, Campaigns can now be filled in one of the following ways:

  • Regular ad serving - standard ad serving Campaigns.
  • DSP ad serving - Campaign will be filled with the traffic from SSP partner(s).
  • Combined ad serving - Campaign will be filled with both standard and SSP traffic.

To configure DSP ad serving:

  1. Log into your network account and go to the Advertisers tab.
  2. Select an existing Advertiser > Campaign or add new ones.
  3. Click DSP Settings pane from the right side menu:

DSP Settings

The DSP Settings pane consists of three sections: Settings, Targeting, and Linked SSPs. None of these settings affect or interact with regular ad serving – they are designed specifically for DSP/SSP bidding process.

Epom Ad Server generates several tokens – one per each Banner size represented in the given Campaign. A token is a placeholder creative that includes all the configured settings (Categories, Bid Pricing, Targeting, etc.) that is transmitted it to the SSP platform to participate in bidding thereafter. See the example below.

For example, Campaign contains the following Banners:

  1. Banner for Site Placement (320x250).
  2. Banner for Site Placement (320x250).
  3. Banner for Site Placement (320x250).
  4. Banner for Site Placement (180x150).
  5. Banner for Site Placement (Any Size).
  6. Banner for Mobile Placement (URL).
  7. Banner for Mobile Placement (HTML Code).
  8. Banner Template

Epom Ad Server will generate three tokens and transmit them to DSP bidder:

  1. Token for Banners #1-3: 320x250 size.
  2. Token for Banner #4: 180x150 size.
  3. Any Size Token for Banners #5-8 (with the size of 0x0)

When Token #1 wins the bid, Epom Ad Server decides which Banner to show among those represented by the Token (Banners #1, #2, and #3) depending on the regular Epom Ad Server settings.

Once Epom Ad Server receives a winning Bid Response from any of the Linked SSPs, it chooses which Banner(s) to serve according to the General Campaign Settings.

Settings

  • Mode:
    • Ad Server Banner Optimization – SSP ad serving turned on. Campaign and its Banners participate in DSP ad serving activity.
    • Paused – DSP traffic is paused. Regular ad serving remains active.
  • Auto-link all new SSPs - new SSP platforms will automatically be linked to the Campaign.
  • Bid Pricing – Fixed CPM: <value>. Defines the Bidding price of the Banners within the Campaign.
  • Site Category filter – Site categorization according to the Open RTB specification.
  • Ad Category filter – Ad categorization according to the Open RTB specification.
  • Landing Page.
  • Fold Position – position of the ad as a relative measure of visibility.
  • Connection Type – type of device connectivity.

DSP Targeting

The DSP Targeting includes the following set of parameters:

  • Publisher ID.
  • Site ID.
  • Application Name.
  • Bundle ID.
  • Device ID

Their values are matched with the ones transmitted as a part of Bid Request to define whether the banner is suitable for bidding process. DSP Targeting has no interaction with regular Epom Ad Server Targeting parameters.


Linked SSPs

In this pane it is possible to Link and Unlink available SSPs along with the Endpoints configured in Publishers tab. The pane also displays SSP partners, Endpoints, and the number of Banners linked to them along with the indicators.


General settings

Targeting and Limits settings configured on Campaign level of Epom Ad Server are applied to the Campaign that runs DSP-only traffic or both the DSP and regular traffic.

Targeting

Targeting options applicable to DSP traffic are marked with icon. These are Country, Language, IP Range, Browser, Operating System, Location, and Domain Targeting.

Limits

It is possible to limit the amount of traffic (including DSP traffic) that will be processed by the Campaign by setting the Total Impressions Limit and Daily Impressions Limit. Additionally, it is possible to restrict the Budget and Daily Budget of the Campaign. Both the Limitations support the Even Pacing option in case there is a need to spread the defined Limit(s) equally during a specified timeframe.

Please note that Clicks' and Conversions' Limits are not supported for DSP Campaigns.

  • Capping: DSP Frequency Capping.
  • DSP Frequency Capping allows limiting Daily DSP traffic for the Campaign per specific user.


    DSP Analytics

    The DSP Analytics tab contains tools specifically designed for running reports on DSP activity:

    • Grouping & Filters
    • This pane contains regular tools to configure the Analytics report.

    • SSPs Filter
    • In this pane it is possible to select SSPs and/or Endpoints that will be covered in the resulting report.

    • DSP Campaigns Filter
    • This pane allows to specify certain DSP Campaign(s) to analyze in the report.

    Once the report settings are configured, click the Run Report button in the bottom left corner of the screen. The report will be generated. Consequent reports will be displayed in the new sub-tabs of the DSP Analytics tab.

    Need more help?

    Should you require any additional help with our solutions, do not hesitate to contact Epom technical support at support@epom.com. Our support managers are dedicated to resolving any issues and providing you with solutions and support if you face difficulties or have questions.