OnDemand WTP Pricing Research

AppNexus CEO Brian O’Kelley On Waging A Price War | AdExchanger

You may get turned off if you are not able to create value or compete and a single-digit rev share. If a buyer sees there are three prices for the exact same thing, they will want the most cost-effective path. [Exchanges and SSPs] may have to compress their prices, or it could be worse than that.

I’m not sure there is any other exchange or SSP operating at single-digit rev shares. We are significantly more cost-effective because we are significantly bigger and can operate at scale.

Do you look at anything else besides price when doing supply path optimization?

Access to inventory. Whether the header integration is as good. Are our line items in the exact same spot as the DFP waterfall? Do we see every placement and every size? We would never preference the supply to [an exchange] that doesn’t have a header integration.

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AppNexus CEO Brian O’Kelley On Waging A Price War | AdExchanger.

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