Audiohook enables publishers to access growing audio budgets on the leading audio platform for the open internet. You can learn more about Audiohook here.
Audiohook support three integration methods which are listed below.
- Direct VAST Tag
- Programmatic Guaranteed
- Programmatic RTB
The direct VAST tag integration method is the easiest method to setup and does not require any additional work by the publisher. This integration is setup by simply adding a VAST ad tag to your ad server which is supported by nearly 100% of audio ad servers. You can then configure when you want to call the Audiohook DSP based on the associated targeting of the VAST tag.
The advantages of using the VAST tag integration is its easy to configure and setup. It also allow the publisher to increase yield as Audiohook does not charge the publisher any fees or take a percent of the CPM.
The limitations of using the VAST tag integration is that CPMs are at a fixed rate and not dynamic as the VAST standard does not allow Audiohook to passback a CPM to the publisher.
The details of how to setup a VAST tag integration as well as next steps can be found here.
The programmatic guaranteed integration method is a more involved integration typically requiring the publisher to integrate a vendor like a sell side platform (SSP). It is important to note that there are vendors like Kevel (hyperlink) which provide SSP like functionality but charge a small CPM rather than a percent of media. Publishers should first verify that their ad server supports these types of integrations.
Programmatic guaranteed works very similar to the direct VAST tag integration and CPMs are typically fixed as well. The main difference is that with programmatic guaranteed there is a feedback loop that is based on the RTB standard. This allows for more communication between the publisher's ad server and the Audiohook DSP such as passing additional data in the bid request as well as formal response as to whether or not the Audiohook DSP wants to purchase said impressions within the bid request.
The details of how to setup a programmatic guaranteed integration as well as next steps can be found here.
The programmatic RTB integration method is the standard integration method when buyers and/or sellers discuss programmatic buying and requires integrating a sell side platform (SSP). Publishers should first verify that their ad server supports these types of integrations.
The advantages of programmatic RTB is that publishers are able to make media buyers compete for impressions which can result in increased yield. Unlike the previous integration methods, this method uses dynamic pricing where the buyer can specify how much they are willing to pay for an impression. While publishers can specify a "floor" which is the minimum CPM at which the publisher will sell the impression, buyers are under no obligation to buy said impressions. Thus increasing floors can results in significantly lower bids for publishers.
The disadvantages of programmatic RTB is that SSP fees can be very significant, in some cases charging 40% of the media CPM at which the impression was sold.
The details of how to setup a programmatic RTB integration as well as next setups can be found here.
Updated about 1 month ago