Getting the most out of every ad position
For each advertising space, publishers determine which type of sale (direct versus via third parties) takes precedence. This results in a cascade structure where, for example, direct sales or in-house campaigns always take priority. The space is offered to the next priority level (for example real-time bidding) only if the first priority level has no advertisement to offer.
There is no competition between the different priority levels, resulting in potentially higher revenue per advertisement being missed. It is not inconceivable that the amount achieved via direct sale is lower than the amount that could be earned via real-time bidding. The Adhese Gateway allows these two revenue streams to be weighed up against one other so that the most economical offer can always be selected for each advertising space.
With the cascade structure, an advertisement must first be sought via direct sales for any given space. Even at the second, third or fourth page view, relevant advertisements via direct sale are considered first. SSPs or other third parties are engaged only when there are no more direct sale offers. The disadvantage of this is clear: only a limited number of the full potential of impressions is offered to the market. Offering each impression in a real-time bidding environment and allowing direct sales to compete with the market enables higher revenue per impression.