Demand FAQs

Q: Does our ad player allow skippable options for ads? 

A: Yes, our ad player supports skippable ads. If an ad includes skip functionality, it will be enabled by default on the player.

Q: Can EX.CO block specific ads or advertisers?

A: Yes, EX.CO can block specific ads or advertisers. We track the SSP and block the ad domain or apply a category block as needed. To request a block, submit a support ticket with the relevant details.

Q: What demand integrations do we offer for VAST, Prebid or others? 

A: 

Q: What tools do we use for Ad Quality? 

A: Clean IO.

Q: What 3rd party tools does EX.CO use for Invalid Traffic, Bot Traffic Review, or Fraud Detection?

A: 3rd party tool called Human

Q: As a publisher, why should I run my entire demand stack along with EX.CO's?

A: There are many key benefits that range from yield optimization to machine learning (ML) enhancements to campaign diversity. 

1. Optimized Yield through Diverse Demand Sources

• Yield Algorithms: Yield management algorithms thrive on diversity. By integrating both direct and reseller demand stacks, the algorithms have a broader pool of bids to evaluate, allowing them to select the most lucrative options in real-time. This expanded bid landscape enables the system to maximize fill rates and optimize eCPMs (effective cost per thousand impressions).
• Competition and Bid Pressure: Having both direct relationships and reseller relationships in your demand stack increases competition for your inventory. This bid pressure is beneficial, driving up prices and ensuring that your inventory sells at the best possible rate.

2. Enhanced Machine Learning (ML) Models

• Data Enrichment: Machine learning models are highly dependent on data variety and volume. By including the reseller demand stack, you’re feeding the ML models with a richer set of data. This helps in refining audience targeting, improving ad placement strategies, and predicting future trends more accurately.
• Continuous Improvement: The presence of multiple demand sources means the ML models have more variables to analyze, leading to more informed decisions over time. This continuous learning process results in progressively better performance, which is essential for maintaining a competitive edge in a dynamic market.

3. Catering to Different Campaign Types

• Direct Campaigns vs. PMP (Private Marketplace) Deals: Different campaigns have different requirements. Direct campaigns often come with guaranteed impressions and specific targeting needs, while PMPs offer more flexibility and typically involve premium inventory. By incorporating both direct and reseller demand stacks, you can cater to the varying needs of these campaigns effectively.
• Reseller Demand as a Buffer: The reseller demand stack acts as a buffer, filling in gaps when direct demand might be lower, and ensuring that inventory is consistently monetized. This flexibility is particularly valuable during periods of fluctuating demand, helping to smooth out revenue streams.

4. Maintaining Strategic Relationships

• Reseller Demand Adds Value: While direct relationships offer higher margins, reseller relationships provide scale and diversity. By keeping the reseller demand stack active, you maintain strategic relationships with resellers who can offer access to advertisers and campaigns that may not be available through direct channels.
• Resilience and Risk Management: Diversifying demand sources by including reseller demand makes your business more resilient to market changes. If one channel underperforms, the other can compensate, reducing the overall risk.

Conclusion

Running both a direct relationship demand stack and a reseller demand stack is crucial for maximizing yield, enhancing machine learning models, and catering to a wide variety of campaign types. The inclusion of reseller demand not only increases competition, leading to higher CPMs, but also enriches data inputs for ML, which in turn, refines targeting and prediction capabilities. Additionally, it ensures that your inventory remains monetized even during periods of low direct demand, thereby stabilizing your revenue streams and maintaining a competitive edge in the marketplace.