Adnimation’s hybrid header bidding generated an 18.3% increase in revenue for its publishers.

Adnimation, an innovative Israeli SaaS-based monetization service and technology company, published a new study demonstrating the effectiveness of its proprietary hybrid header bidding technology.

Adnimation surveyed over 100 publishers for whom it implemented hybrid header bidding for a year. The extensive research showed that the hybrid model generated an 18.3% increase in revenue for its publishers.

Header bidding is a popular programmatic advertising techniques that initiates an early-stage auction and sends bid requests to demand partners in real time. This enables publishers to add more advertisers and leverage competition into higher prices.

Client-side header bidding, which occurs on the user’s web browser via a JavaScript code implemented on the publisher’s website, was the first header bidding solution introduced to the market. It is currently the solution used by most publishers.

Server-to-server (S2S) header bidding, which occurs on an external server, is growing in popularity. In contrast to client-side, it is more technically complicated and requires more sophisticated technology.

Client-side header bidding tends to yield higher CPMs (cost per mille), as advertisers can access user data and deliver more personalized ads. This process, however, often results in increased latency and slower page loads, and is limited in the number of demand partners and the amount of call requests.

In contrast, the S2S process is faster as the calls are made on an external server, resulting in faster page load speeds and higher fill rates. S2S can also support significantly more demand partners and call requests. However, S2S typically results in lower CPMs as it does not have access to user data.

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Adnimation developed a hybrid header bidding technology that combines the advantages of both client-side and S2S header bidding to optimize ad revenue and overall yield. The technology decides in real-time how to allocate requests between the two methods, and initiates parallel auctions to the client side and server side. The code is then optimized to get the best performing results.

This enables publishers to take advantage of the high CPMs of client-side and the speed and fill rates of S2S. The technology requires careful implementation and effective ongoing management.

Adnimation’s year-long study found that client-side header bidding yielded a 9% higher CPM than S2S header bidding; however, S2S header bidding still led to an 18.3% overall increase in revenue due to a significant increase in fill rate.

“Despite generating slightly lower CPMs than the client-side, S2S still boosted the bottom line by nearly 20% because it was able to capture bids that otherwise would have been missed with only client-side header bidding,” explained Tomer Treves, President and Co-Founder of Adnimation.

“Our hybrid technology provides our publishers with a dual advantage: it improves user experience by improving the speed of the header bidding process, and generates higher revenue.”

For example, one publisher surveyed in the study generated $181,846 in revenue from client-side header bidding over the course of the year. By incorporating hybrid header bidding, the publisher was able to generate an additional $45,821, or 20.1%, in revenue.

According to the research, the hybrid model requires an ongoing need for optimization as the profitably of demand partners vary according to client-side and S2S.

“The findings of our study demonstrate the effectiveness of hybrid header bidding technology,” said Maor Davidovich, Co-Founder and CEO of Adnimation. “However, determining how to effectively allocate queries and utilize the hybrid model requires a significant amount of expertise and effort. It’s a complex process, but when done correctly, it can significantly increase publishers’ revenue.”

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Significant technology improvements in consumer electronics, notably televisions, have brought about devices that are far more capable than those in the past. These devices, known as “smart TVs” or connected televisions, or CTV are gaining popularity among viewers because they provide a wide variety of video content beyond traditional television. However, these televisions can do much more than just provide viewing opportunities, they can also offer a platform for advertisers to target specific audiences.

According to Tomer Treves, Co-Founder of Adnimation, the CTV market has been limited due to a lack of demand from advertisers.

Treves said that while smart TVs have the capability to receive targeted material, the market has been limited due to absence or major players. “Most CTV applications were connected through some abilities of programmatic advertising, but in the absence of the big players, the market is very limited,” Treves says. “There’s not enough demand from advertisers to justify the prices that the publishers are asking for.”

Because of this, Adnimation has developed a CTV platform that enables publishers to monetize their content and create a more personalized experience for viewers. The platform uses its technology to display relevant ads to the right audience, making the advertising experience more efficient and effective for both publishers and advertisers. “We believe that CTV is the future of television,” Treves says. “And with our platform, we’re helping publishers take advantage of that future today.”

One of the key features of Adnimation’s CTV platform is its ability to collect demographic information on viewers through the use of a software development kit. The SDK collects data from CTV viewers and with the Google Ad marketplace, where the information is used to improve targeting.

Adnimation collects the viewer’s IP address, app being used, and the content environment, which allows for a better understanding of the viewer’s demographic and interests. This data is used by advertisers looking to target specific audiences.

In addition to collecting viewer data, and it also helps publishers monetize their content. By utilizing Google’s programmatic advertising, the platform allows publishers to create a more personalized experience for their viewers, while also increasing their revenue through targeted ads. This is a significant shift from traditional television, where most viewers watch the same show and see the same commercials, regardless of their individual interests.

“We are excited about the future of CTV and the impact it will have on the advertising industry,” says Treves. “With our platform, we are helping to bring the benefits of programmatic advertising to the CTV space and create a more personalized experience for viewers. We believe that this is the future of television and we are proud to be at the forefront of this revolution.”

Adnimation, an innovative Israeli SaaS-based monetization service and technology company, has been awarded Google’s prestigious status of Google Certified Publishing Partner (GCPP). Adnimation is just the third Israeli company to receive this recognition, joining the ranks of only 57 GCPP companies worldwide.

For publishers, the GCPP badge serves as a symbol of trust, indicating that the company they are working with has been approved by Google and has a track record of success in maximizing ad revenue for publishers.

By receiving this milestone status, Adnimation has been recognized by Google for its effective and trusted monetization solution for publishers, constant and consistent growth, and utilization of advanced technology. As a GCPP, Adnimation can now offer added benefits to its publishers, such as early access to Google products.

“Being recognized as a GCPP is a testament to Adnimation’s expertise and commitment to delivering leading ad management services to publishers,” said Maor Davidovich, Co-Founder and CEO of Adnimation. “This is a significant milestone that recognizes years of hard work and achievements, and we look forward to utilizing this new status to further the success of our publishers.”

Tomer Treves, Co-Founder and President of Adnimation, said: “Since Adnimation’s founding in 2013, our goal has been to represent publishers in an industry largely focused on advertisers. Our admission into the GCPP program is a vote of confidence in our work, which was only made possible thanks to our amazing partnering publishers.”

Adnimation is an innovative website monetization service and technology company that manages ad sales for hundreds of publishers, utilizing advanced technology with a hands-on professional touch.

Adnimation used Smartlogic – Outbrain’s new serving infrastructure – as well as a full suite of formats, including ReadNext and Explore More, and full-page monetization solutions across different placements (such as In-Article and Sidebars) to boost revenue and increase engagement metrics for its publishers.

Outbrain’s products were very effective in helping Adnimation meet its goals. The deployed tools were a critical element of its monetization strategy, and helped to optimize ad placements, increase viewability, and further engagement.

“Working with Outbrain has been a tremendous benefit for us, and more importantly, for our hundreds of partnering publishers. Outbrain’s innovative solutions help us to significantly increase our publishers’ revenue and improve the user experience on their websites. The impact that Outbrain has for our publishers cannot be overstated, and we look forward to continue building on this productive partnership to achieve even greater success.”

In this day in age, it is growing more and more difficult to rely on banner ads. Consumers are training their brains to tune them out, and publishers feel it as their RPMs are negatively affected. 

With the advertising ecosystem constantly changing, buyers are always seeking ways to improve ROI, and sellers are always seeking new ways to diversify revenue — interstitial ads are moving up on the list as a solution to both challenges. A recent study conducted by Adnimation found that the average eCPM for interstitial ads was 4,094% more than the average eCPM for traditional banner ads. 

For publishers looking to boost their revenue, new research proves it’s time they shift their perspectives and reconsider any reservations they have. Interstitial ads have high viewability, which breeds high click through rates. The high eCPM rates are also a benefit to publishers. 

The aesthetic of interstitial ads, without a doubt, instantly grabs users’ attention but is that always a good thing? 

Let’s remember that there was a time when lots of publishers turned their back on interstitial ads because users felt they were intrusive. Also, Google isn’t too fond of them, and their new Development Program Policy prohibits developers from placing interstitial ads in front of consumers while gaming. 

Despite all this, with proper placement, frequency capping, and a transparent “X” button, interstitial ads can realize their full potential. Tomer Treves, co-founder and president of Adnimation provides a more in-depth overview of interstitial ads and their ability to drive publisher revenue and advertiser ROI below.

Yakira Young: One of the most notable results from the study was about interstitial ad performance on desktop devices. The eCPM of interstitial ads outperformed banner ads by 5,173%. What makes interstitial ads perform drastically better on desktop when compared to banner ads?

Tomer Treves: Advertisers seek users’ attention, and traditional display banners suffer severely from banner blindness. This means that when they appear next to the content, users know how to focus on the content, and they just physically don’t see the banner. We have heat maps that show that this has been happening for years. 

But it’s worse than that. Without professional monetization, many of the display ads are not viewed at all. An article can have ten banners that are way below the fold, which nobody has ever scrolled down to; therefore, those ads have zero viewability. The advertiser pays for them, but users don’t see them, so the return on investment for the advertiser is zero. Some banner ads have high viewability and give a good return, for example, high-quality in-content banners, but overall, the average return for display banners is relatively low. 

On the other hand, interstitial ads on desktops cover the whole page. Sometimes it even takes a few seconds until there’s an ‘X’ button, so the users give it their full attention on a relatively big screen. This is exactly what advertisers seek, and they’re willing to pay top dollar for it. 

From the publisher’s point of view, it’s an intrusive ad, so there’s a need to balance it by reducing the number of banner ads and implementing a frequency capping so the ads won’t run too often. But you can charge a very high price for them. 

YY: Mobile devices also saw a significant performance gap between banner and interstitial ads. On mobile, interstitial ads outperformed banner ads by 3,241%. Do you project this increase to continue?

TT: Mobile devices also have a viewability issue because they have a small viewport, so the users only see a small portion of the content at any given moment. The users also learned how to scroll very fast past banners. That is why, on average, the return on regular banners is relatively low in contrast to interstitial ads, which attract the user’s full attention, making advertisers willing to pay much more.

So yes, this increase will continue. However, publishers must be cautious to use interstitial ads sparingly because they can come at the expense of user loyalty. If there are too many interstitial ads, users might not return.

YY: From my research, I learned it’s nearly impossible for a user to ignore an interstitial ad. What is it about interstitial advertisements that stand out and instantly grab user attention?

TT: Interstitial ads grab users’ attention because they cover the entire screen space. Sometimes, the ‘X’ button takes time to appear. It’s actually a good idea to change the location of the ‘X’ button occasionally, so users won’t get used to them and click on them too fast.

YY: Some publishers are still on the fence about interstitial ads and whether or not they want to use them. What would you say to those publishers who need clarification on using interstitial ads?

TT: I understand and agree with them. I don’t like ads; no one likes ads. It would be wonderful if we could have sites with no ads at all. But as long as we want to give users the ability to consume content for free while still generating income, we need to give away some of the users’ attention to the advertisers. 

That being said, Adnimation recommends fewer ads for higher prices. We don’t believe in too many banners that clutter the site and cover the content. And when you use only smaller-sized ads that are out of the viewport, you need to put a lot of them to get to the prices you need to cover your costs and make a profit. 

Interstitial ads are aggressive, but you can limit their number with smart frequency capping – per user, per time unit, and according to users’ behavior. Because you are charging an average of 4,000% more for interstitial ads, you can have a smart balance – serve some interstitial ads and fewer standard banner ads. Ultimately, you will have fewer ads, but your ad revenue will still increase. 

YY: Did any advertisers in the study experience any challenges with interstitial ads?

TT: Definitely, yes. After introducing interstitial ads for the first time, some advertisers received complaints from users. It’s not easy for a publisher to receive complaints. And whenever they do, they forward them to Adnimation, and we need to offer them an explanation.  

We explain two things:

1. True, interstitial ads are more aggressive. But when done smartly, the users will eventually see fewer ads, so the content will be much better in terms of user experience.
2. We also remind them to look at the numbers. If a publisher had 10 million pageviews that month, and received three complaints – it’s not easy, and we need to answer these three users from the bottom of our hearts and explain – but it’s three out of 10 million. That’s a good number.  

YY: How can publishers use interstitials as a revenue driver while showing fever traditional banner ads?

TT: Due to the high prices advertisers are willing to pay for interstitial ads, you can reduce the number of regular display banners while generating more revenue. But it’s more complicated than it sounds because you need to have smart frequency capping and smart decision-making in real-time to know when to show interstitial ads, to whom to show interstitial ads, and how to optimize the ads to have such a high eCPM. 

It’s not that every advertiser is willing to pay so much. They need to understand the return they get on that unit, and there is a huge gap between how much they’re willing to pay and how much they’re actually charged. That is why you need sophisticated technology and ongoing management to maximize prices to the level we can get for our publishers. 

It’s not just a small piece of code and ‘wow, I’m making so much money.’ It requires advanced technology and ongoing real-time management like the service and technology that Adnimation offers its publishers. It’s not an easy solution, but it’s a smart solution. 

YY: What do you foresee for interstitial ad placements and their ability to drive revenue in the future?

TT: Nothing is going to stay as it is today. The world of ad tech and ad placement changes constantly, and the pace of change also gets faster and faster every year. I’m almost 100% sure what I know now will not be the same three years from now. 

But in 2023, interstitial ads will play an essential part in a publisher’s ability to make money, and publishers who partner with Adnimation will enjoy this new level of revenue. 

Since most of our partners are with us for a very long time, whatever comes ahead in 2024, we will be there ahead of time to analyze the changes and ensure we have the next best solution ready for the years to come. 

Adnimation, a digital advertising technology provider, is involved in active conversations with one potential target and could look to acquire a video technology company or something in the connected TV (CTV) world, said CBO and cofounder Tomer Treves.

The CBO said he wouldn’t be surprised if it engaged in M&A in the next two years. He said if it acquired, it would likely be in 2023.

The executive said the Lod, Israel-headquartered company, founded in 2013, has looked at a few early-stage companies with little revenue that have developed something good but lack the ability to reach the market.

CTV, which refers to televisions connected to the Internet, is the most interesting thing happening in the sector, he said. Younger generations are not watching traditional linear TV channels but rather “everything that is on demand,” Treves said, adding that this was especially evident during the recent US midterm elections where political campaigns were paying high prices on CTV.

Adnimation’s software-as-a-service assists digital publishers and news websites with monetizing their digital assets by selling the advertising space programmatically to maximize ad revenue.

“It’s more interesting for us to see a technological breakthrough than to see somebody who’s already profitable,” he said, adding it doesn’t need help acquiring more clients.

Adnimation launched earlier this year a global solution that brings a variety of advertisers from the Google marketplace to the CTV world, Treves said. 

“We already operate this on several hundreds of TV channels, a lot of them are in Roku,” he said. 

The CBO said since a failed attempt at an initial public offering on the Toronto stock exchange in late 2021, Adnimation has received several inbound inquiries from strategic acquirers but politely declined.

That could still be an exit option, he explained, as there are several companies in the ad tech world that went public and have a lot of cash but lack growth. The executive also said it’s easier to buy a failing public company right now than to go public. With some of the work already done, it could consider the public markets once its valuation returns to near the CAD 100m mark, he explained, but it isn’t looking to hire an advisor, and it isn’t a focus. “Because of how the markets look right now, it’s not very helpful for growth,” he said.

Adnimation has been “tempted” with offers by buyers and has considered an exit, he said, because it is both profitable and has a simple capital table with two co-founders which could make for an easy transaction. 

A bigger company that has some leverage could take Adnimation to new markets, Treves said.

Adnimation doesn’t need to exit, he explained, so it will continue to “ride out the wave,” he said, adding Adnimation intends to achieve double-digit growth annually with relatively low growth in headcount and overhead. 

In 2H21, Adnimation signed with Eagle 1 Capital to go public via a reverse takeover at a valuation of CAD 100m, he said. A few weeks before the closing date, the market started to turn south, he explained, including its benchmark companies in the Toronto exchange. The bankers wanted Adnimation to continue with the plan at a much lower valuation, but the co-founders decided against that, Treves said. 

In January, Eagle 1 announced the deal with Adnimation would not proceed. 

Public companies in the sector have lost 70%-80% of their valuation the past year, Treves said, adding it could have been “devastating” for Adnimation, as a newcomer, had it gone public.

Adnimation still achieved its profitability and growth goals for 2022 without taking investor money, he said.

He declined to disclose financials but said the bootstrapped company has been profitable since its first year when it started out of a garage.

In October 2021, Adnimation announced it had signed its largest contract in company history with a publisher that would generate CAD 11m annually in revenue. Sales were CAD 28m in 2020.

Adnimation has 25 employees.

Its sweet spot for customers is publishers with between one million and 20 million monthly visitors, which are substantial websites with original content, he said. Customers include The Babylon Bee, automotive-focused websites and some of the largest Chinese American websites with Mandarin content.

“We actually kind of grew a specialty in foreign languages in the American market,” he said.

Sixty-five per cent of its customers are in the US, he said.

Competitors are CaféMedia’s AdThrive and Mediavine, he said.

Adnimation’s law firm is Lipa Meir & Co.

Header bidding made an explosion in the world of programmatic advertising when it burst onto the scene nearly a decade ago, enabling multiple advertisers to bid simultaneously on a publisher’s ad inventory.

Since then, it has become one of the most popular programmatic advertising tools in the industry.

While header bidding isn’t going anywhere, a new optimized version of header bidding, aptly named hybrid header bidding, is poised to be the next big thing in programmatic advertising.

What is Hybrid Header Bidding?

To understand what hybrid header bidding is, it’s important to first understand the two types of header bidding: client-side and server-to-server. 

Client-Side Header Bidding

Client-side header bidding is the original method of header bidding, and it is still the most widely used.

The process of client-side header bidding takes place on the user’s web browser, where publishers utilize JavaScript code on their website to make their ad inventory available to demand partners in real-time. 

This code is triggered when the page loads, prompting the user’s browser to send out ad requests to various demand partners, who then compete for the ad space.

Because the process takes place on the client’s browser, it enables advertisers to access user data and serve more personalized ads. Due to this, the CPMs (cost per mille, or one thousand impressions), is higher. On the downside, client-side can cause pages to load slower and is limited in the number of demand partners that can compete in the auction.

Server-to-Server Heading Bidding

Server-to-server (S2S) is a newer method of header bidding, occurring on an external server rather than on a user’s browser.

Because of this, S2S is much faster and allows for many more advertisers to compete in the auction. On the other hand, due to a lack of access to user data, CPMs are generally lower.

Currently, publishers must decide between the two methods, opting to sacrifice either higher CPMs or site speed. 

Hybrid Header Bidding

Hybrid header bidding combines both client-side and S2S to optimize the header bidding process. Deciding in real-time how to allocate requests between the two methods, the hybrid method initiates parallel auctions to the client side and server side. The code is then optimized to ensure that publishers get the best result.

In doing so, hybrid header bidding utilizes the high CPMs from the client-side and the speed and number of bids from the server-side to increase overall revenue for publishers.

Results

A study conducted by Adnimation, the monetization company that developed the proprietary solution, found that hybrid header bidding outperforms standard header bidding by an average of 18%.

The results incorporated 100 publishers for whom Adnimation utilized hybrid header bidding over the course of a year.

The results signal very positive news for publishers around the globe, and come at a time when more and more publishers are looking for advanced solutions to combat the market uncertainty. 

As more publishers adopt this technology, it’s only a matter of time before it becomes the industry standard.

When it comes to website monetization, Google AdX and AdSense are two of the most popular and widely-used methods for publishers.

Despite both being Google products, the two platforms differ significantly and can greatly impact your ad revenue. Consequently, as an online publisher, it is critical to choose the appropriate monetization approach.

In this article, we will explore the differences between these two monetization tools and help you determine which best fits your business needs.

Google AdSense

Google AdSense is the most popular monetization platform in the world. Launched in 2003, it provides publishers with the ability to generate revenue on a per-impression or per-click basis.

AdSense is Google’s most basic ad network and is the go-to option for small websites. In fact, today there are some 60 million websites using AdSense.

The power of AdSense lies with its simplicity. Unlike more advanced monetization methods, all AdSense requires is placing a simple piece of code on your website.

After that, AdSense automatically places ads on your website.

Google AdX

Google Adx (Ad Exchange) is the world’s premium ad exchange.

Google AdX is an online marketplace that operates in real-time, enabling publishers to sell their ad space to advertisers via an auction-based system. The platform is designed to help publishers maximize the value of their ad inventory by connecting them to a wide range of demand sources, such as ad networks, agencies, and demand-side platforms (DSPs).

AdX uses real-time bidding technology to ensure that publishers receive the highest possible price for their ad space. Each time a user loads a web page, the system conducts an auction in real-time, with advertisers competing for ad space.

This approach ensures that publishers get the best price for their inventory.

Key Differences

There are a number of key differences between AdSense and Adx:

Revenue Potential

According to a study of 400 publishers conducted by Adnimation, a Google Certified Publishing Partner (GCPP) that helps publishers maximize their ad revenue, AdX will outperform AdSense nearly every time.

The Adnimation study noted that AdX requires proactive management to deliver better results. Unlike AdSense where you can just place the ad tags and let it run its course, AdX needs constant optimization and expertise to ensure that you maximize your revenue potential.

Eligibility

AdSense has no minimum traffic requirement, and the vast majority of publishers will have no issue getting accepted into the ad network.

AdX is very difficult to get access to. In fact, there’s no way to even apply for AdX. Only very large publishers receive an invitation from Google.

Without an invitation, the only way to get access is through a Google-licensed monetization company.

Competition

All of AdSense’s advertisers come from Google’s ad network, which limits competition and results in lower revenue for publishers.

AdX, on the other hand, caters more to publishers. The vast marketplace makes AdX an ideal place for publishers to generate higher revenues. Publishers can also add additional demand partners to compete again AdX, which increases competition and results in higher revenues.

Customization

AdSense is a fully-automated platform. This means that publishers don’t need to actively manage their ad inventory, but it also means that they can’t optimize performance.

With AdX, publishers have much greater control of their ad inventory, including the ability to set floor prices and block specific advertisers from bidding on ad inventory.

Revenue Share

AdSense takes a 32% revenue share, meaning that publishers only receive 68% percent of their profits.

The revenue share for AdX varies depending on the monetization company, but publishers will almost always receive more favorable terms.

Implementation

AdSense is fairly simple to implement, requiring publisher to place a simply piece of code of their websites.

AdX is more complicated, as it requires ongoing management and an understanding of website monetization. AdX also requires an ad management platform (Google Ad Manager) that creates the code and tags that AdX is then trafficked to.

Customer Support

AdSense is infamous for its lack of customer support. If publishers encounter an issue with AdSense, it is very difficult to resolve.

If you access AdX through a Google-licensed partner, they will be able to give you the support needed and even seek out Google’s help if necessary.

Bottom Line – What’s Right for Your Business?

AdX has a clear advantage over AdSense.

If you have the chance to partner with a Google-certified company that can connect you to AdX and manage your account, you would be wise to take advantage.

However, it is essential to partner with a company that has expertise in management and consistently monitors your website.

If your website is ineligible to work with a Google partner due to insufficient traffic, AdSense is a good alternative while you grow your website.

The tool enables CTV publishers to access Google’s video demand without a complicated implementation process.

Adnimation, an innovative Israeli SaaS-based monetization service and technology company, developed a proprietary solution that enables CTV publishers to easily integrate Google’s video demand with their CTV apps. Google operates the world’s largest advertising exchange, making it a highly sought-after demand for publishers of CTV apps and OTT content. However, integrating CTV with Google ads requires access to Google’s video demand which is both difficult to attain and technically complicated to implement.

“CTV Publishers can now tap into a wide pool of new premium advertisers via Google’s demand and increase competition with their existing advertisers, enabling publishers to generate revenue that seemed unimaginable a short time ago.

In May 2022, Google awarded Adnimation a unique CTV license, enabling publishers who partner with Adnimation to place high priced video ads from Google advertisers within their CTV apps. Currently, Adnimation monetizes more than 1,000 CTV apps. However, the technological steps required to access Google’s demand still prove difficult for many publishers, namely the hard-coded integration of Google’s PAL SDK and the ability to have Google’s demand simultaneously compete with existing third-party server-side ad insertions (SSAIs) and ad servers. Now, with Adnimation’s new proprietary solution, CTV publishers can easily integrate Google’s video demand with their CTV apps by using a custom wrapper supplied by Adnimation. This allows CTV publishers to access all of the functionality of Google’s PAL SDK including seamless integration with
third-party SSAIs and ad servers, without a complicated implementation process.

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“This new solution is a game changer for publishers of CTV apps and OTT content,” said Assaf Kalderon, Adnimation’s Executive VP who oversaw the project. “CTV Publishers can now tap into a wide pool of new premium advertisers via Google’s demand and increase competition with their existing advertisers, enabling publishers to generate revenue that seemed unimaginable a short time ago.”

This innovative solution gives Adnimation’s partnering CTV publishers a big advantage in creating competition between advertisers over their video ad inventory. Managing their monetization, Adnimation then leverages this healthy competition into higher priced video ads and eventually into much higher ad revenue.

“Since launching the world’s first Google CTV monetization product, we have been contacted by hundreds of CTV publishers looking to access this invaluable demand,” said Yakir Biton, Adnimation’s Sales Director. “For some, the integration process was too complicated to implement. But with our new solution, we can now provide publishers a simple way to access the world’s largest video demand. This is a giant step forward for CTV publishers everywhere.”

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Tomer Treves, the Co-Founder and President of Adnimation, a monetization company that helps publishers maximize their ad revenue joins Enterprise Radio.

Listen to host Eric Dye & guests Tomer Treves discuss the following:

1. We understand that you developed a proprietary hybrid header bidding technology. Can you explain what exactly it is and how it helps publishers?
2. How is it possible to serve less ads for higher prices?
3. Adnimation launched the world’s first Google CTV monetization product – can you talk a little about that and the results you’ve been seeing?
4. We understand that Adnimation only works with publishers and not advertisers. How come?
5. We understand that you show publishers their gross revenue, and not their net revenue as per the industry standard. How come?
6. Why is maximizing your ad revenue even more important given the current market.

Tomer co-founded Adnimation after a decade in executive leadership positions in the digital world, including as VP Sales and Marketing at DeltaThree and CMO at Infolinks.

He holds an LLM from Tel Aviv University and is also a reserves Captain in the Israel Defense Force’s elite 8200 Intelligence Unit.

In his spare time, he can be found traveling the world as a foodie and a photographer, both much less than he would like.

Established in 2013, Adnimation is one of the industry’s leading monetization firms. The company’s proprietary SaaS platform manages the programmatic ad sales process for hundreds of publishers in the US and worldwide, intelligently selling their advertising space and maximizing their ad revenue. Adnimation is a Google Certified Publishing Partner (GCPP).

Maor Davidovich co-founded Adnimation after serving in a number of senior roles in the digital publishing and monetization fields, including VP Digital of the Jerusalem Post Group and VP of the ZAP Group, one of Israel’s leading e-commerce sites. He now serves as CEO of Adnimation.

Interview by Pamela Martinez

Can you tell us a little about Adnimation and what sets it apart from other ad tech companies?

Adnimation is unique in many ways. First, we believe that having the best technology is critical, but it is only one part of the equation. In addition to sophisticated technology, there needs to be a professional touch – actual people, monetization experts, who monitor and optimize the ads on a daily basis. That’s what Adnimation brings to the table – the industry’s most advanced technology, such as our proprietary hybrid header bidding, combined with a hands-on approach.

Second, we are one of the only companies in the industry that are fully transparent with their partnering publishers. Currently, the industry standard is to only show publishers their net revenue, which means that publishers don’t know how much they actually make or how much of a revenue share their monetization partner is actually taking. We go against this trend and show our publishers their gross revenue. That way, they can see for themselves how much they are making and have all the tools needed to make the best possible decisions for their business.

Lastly, we are 100% committed to the publisher. Most of our competitors offer solutions to publishers and advertisers, which we view as a conflict of interest. After all, if you’re trying to get the best deal for the publisher and the best deal for the advertiser, someone gets the short end of the stick. That’s why we only cater to publishers to ensure that they get the best possible deal.

You mentioned that you developed a proprietary hybrid header bidding solution. Can you explain a little more about that?

One of the things that we are most proud of is our hybrid header bidding solution.

Currently, there are two methods of header bidding – client-side and server-to-server – each with its own advantages and disadvantages. What we did was combine these two methods into one, merging the advantages of both methods while discarding the disadvantages. The results were tremendous.

We performed an in-depth study for a year, analyzing more than 100 partners for whom we implemented hybrid header bidding, and found that our solution outperforms the standard header bidding by more than 18%.

So, if a publisher was making $100,000 a year with standard header bidding, it could be making $118,000 with our hybrid header bidding. That’s a significant increase. 

Pivoting to the world of CTV and OTT monetization, we understand that Adnimation has a proprietary solution to integrate Google’s video demand with CTV apps?

Thanks to the strong relationship we have with Google, we were the first company in the world to launch Google’s CTV and OTT monetization product, which enables us to grant our partnering publishers access to Google’s video demand for CTV and OTT.

To this end, we developed a proprietary CTV Fusion tool that offers publishers easy integration of Google’s video demand with their CTV apps.

The tool includes a custom wrapper that allows CTV publishers to access all of the functionality of Google’s PAL SDK, which is needed to access Google’s demand, without having to deal with the complicated implementation process.

The wrapper also integrates with existing ad servers and SSAIs, enabling publishers to access Google’s demand alongside their current ad networks. This creates more competition and allows CTV publishers to fully maximize their ad revenue.

Does your relationship with Google manifest in any other ways that benefit your publishers?

Yes, we are a Google Certified Publishing Partner (GCPP), which is Google’s highest level of publishing partners. There are only a select number of GCPPs in the world, and Adnimation is proud to be one of them.

The GCPP status represents a stamp of approval by Google, indicating to our publishers that we were thoroughly vetted by Google and have a proven track record of success. Being a GCPP also means that we are privy to new Google technology before everyone else.

What future developments can we expect from the monetization industry as a whole and Adnimation in particular?

Above all, we should expect the unexpected. The ad tech industry is so dynamic that it’s impossible to predict what will be in five years or even one year. What we do know is that the technology is constantly evolving, and it’s incumbent on us to always be ready, to never be complacent, and to always be researching and developing new technologies.

We have an entire team dedicated to this very thing, and we look forward to progressing and developing new technologies that will help our publishers continue to grow.  

Is there anything else you would like our audience to know about Adnimation?

One important thing that we haven’t yet discussed is customer support, which is an aspect often overlooked in the industry. We pride ourselves in having a leading customer support team that fully understands the magnitude and responsibility of their role.

We have hundreds of partnering publishers, the majority of whom are in the US but many around the world as well, and we’ve heard so many stories from our publishers that switched to Adnimation from other companies, complaining that it would take days or even weeks to receive an answer.

These are people livelihoods, and we have an obligation to provide the best possible service. That means being available to our publishers via phone, email, Skype, Telegram, and any other medium that you can think of.

It also means being available after hours, and never leaving an issue to the next day.

For today’s episode, Tomer Treves of Adnimation is joining us. We’ll be discussing the publisher’s point of view like monetizing from the back end. As Tomer expresses the publisher’s perspective, I will be sharing the buyer’s perspective.

About Us:

Our mission is to teach historically excluded people how to get started in programmatic media buying and find a dream job.

We do so by providing on-demand lessons via the Reach and Frequency™️ program, a dope community with like-minded programmatic experts, and live free and paid group coaching.

Hélène Parker has over 10 years of experience in programmatic media buying, servicing agencies and brands in activation, strategy and planning, and leadership. She now dedicates her time to recruiting and training programmatic traders while consulting companies on how to grow and scale a programmatic department.

Interested in training or hiring programmatic juniors? Book a Free Call

Timestamp:

00:00:35 – What this episode is about

00:01:02 – Introducing Tomer Treves

00:03:59 – Defining Tomer Treves’ job to a 5 year-old

00:04:41 – The publisher’s point of view

00:08:33 – Time is a commodity

00:10:17 – Publisher’s view about open exchange to private deals

00:14:36 – Customize and Specialize

00:17:50 – 3 Things you need to know about the publisher side of programmatic

00:24:08 – Fun fact about Tomer Treves

00:26:20 – What would Tomer say to his younger self given the chance

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Guest Information:

• Tomer Treves
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  • Company Website

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• Hélène Parker – Chief Programmatic Coach
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• S and S Creative Media – Podcast and Media Manager
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