26 November, 2020

It’s Like a Grid… but smart!

Forget waterfalling! Our priority layering solution, smartgrid, helps multi-marketplace publishers optimise the sell price of their inventory.

Hey smartxers,

Just when you thought we couldn’t get any smarter, we added another smart feature to our smart family! Introducing smartgrid 🎉, our alternative priority layering system with a self-service twist.

Is The Smarty Bunch inspired by a certain TV show from our childhood? Or spending too much time on Zoom calls? If the latter makes us look younger, we’ll go with that 😉.

So, “what is smartgrid?” you ask. 

With smartgrid, marketplace owners who open their supply to multiple demand marketplaces, can do so in a more granular way that doesn’t interfere with their unique sales strategy.

Before you get all gung ho about shiny new things, it’s important to note that smartgrid is only ideal for specific media owners. So, please consult with your Key Account Manager to see if smartgrid is right for you.

The current setup gives media owners 100 different priority levels that allows them to decide which deal or campaign should have priority over the others. For example, if a publisher wants specific  direct sales campaigns to take priority over Programmatic Guaranteed (PG) deals, they can place those direct campaigns on a higher priority layer than the PG deals.

For media owners who open their inventory to  multiple demand marketplaces (for the sake of portraying an example, let’s call them marketplace A and B), smartgrid will add another layer of prioritisation, allowing them to prioritise deal types and marketplaces. For example, one layer can contain two levels: level one housing direct campaigns and PG deals from marketplace A and level two housing direct campaigns and PG deals from marketplace B. To prevent our brains from overheating, we’re using a numbering system that clearly identifies all these layers and levels. The priority layer is classified in the thousands and the priority level is classified in the tens (1-100). So, if your priority layer is 8 and your priority level is 76, it will be identified as Priority 8076. Users will be able to see the priority layer (8) displayed in the line items in addition to the priority level (76) as long as the user has full access to the owner marketplace. The example below further illustrates how smartx identifies each priority:

Marketplace A and B, along with their associated deal types, can live in the same or different priority layer. This simply depends on the sales strategy of the media owner. The highest priority will get the first look, followed by the second highest and so on. 

If the line items in Marketplace A or B share the same priority layer, they will compete against each other based on their internal marketplace priority level (1-100). This means that in the example above, Priority 8076 and Priority 8075 will compete, with priority given to Priority 8076 since it is one level higher.

Applying these priority layers is a powerful tool that adds additional control levels to manage setups with multiple resellers. In cases where demand is equal, auctioning inventory on the same priority levels would bring the most optimal yield.

Now, if we could only get the Brady Bunch jingle out of our heads…

Yours in smartx updates and committing to less screen time in 2021,

smartclip Product Marketing Team 

Nicole is the Commercial Product Manager for smartclip Europe, bringing 8 years of adtech and digital marketing experience. A US native turned Dutch expatriate, Nicole’s programmatic journey includes publisher account management in the Benelux and Nordic regions, digital marketing strategy for media agencies, as well as product marketing for a pan-European audience. An explorer at heart, Nicole loves to travel and experience new cultures and cuisines.

Nicole Gallegos
Commercial Product Manager