Our unique Single Tag Programmatic Solution
Fixing the problem
Traditionally a complete programmatic advertising solution, that includes header bidding, a GDPR compliant consent management platform, lazy loading and video player technologies, would require a publisher to implement hundreds of lines of code all over their site(s), requiring high levels of technological knowledge making the integration costly and the process time consuming. Most importantly these requirements make header bidding inaccessible to small and medium sized publishers.
After implementation, tag maintenance would still be a manual process to be performed by the publishers themselves. This makes minor changes and new updates a lengthy process with high chances for human error. Furthermore all this can quickly become unmanageable if the number of publishers in a given network grows and updates become frequent, which will heavily limit the potential growth of a network.
At Refinery89 we recognized this problem and saw an opportunity to build a solution that could provide a simple header bidding integration without the need for high technical knowledge or complicated integration processes. Our “Single Tag Programmatic Solution” was born.
The Single Tag Programmatic Solution
Our solution is a tag consisting of one line of code that the publisher implements on their website or through their tag manager. The tag communicates with our CDN to deliver the code, scans the pages, and inserts the corresponding display, video & native ad units through a server side header bidding auction. The tag also activates our 100% GDPR compliant CMP and implements lazy loading if desired by the publisher.
This underlying technology allows our performance experts to manage all these elements from a centralized dashboard so that they can easily (de)activate placements, change ad unit positions within the page, activate our CMP, optimize timeouts and optimize viewability (via lazy loading). Publishers can also continue using their own partnered SSP's within our server side header bidding setup in order to optimize demand and continue the delivery of their own demand.
With the automation and process simplifications of the Single Tag Programmatic Solution we offer publishers maximum scalability. Currently 100+ international publishers are using our solution already and we have made it available for external contracting as well.
The main benefit of the Single Tag Programmatic Solution is that it allows us to unburden publishers from a long integration process. It also frees up time on the advertising operations side that can instead be invested in monetization optimizations to further increase publisher revenue and satisfaction. A true Win-Win situation!
IAB Programmatic Awards
This year IAB Netherlands organized the 3rd edition of the IAB Programmatic Awards. These industry awards are open for all companies working within the programmatic advertising industry. Our Single Tag Programmatic solution was submitted for the “Tech and Measurement award”, after a Jury deliberation Refinery89 was shortlisted for the finals and eventually crowned as the winner of 2019 for best innovation in programmatic tech and measurement.
Have a look at our introduction video for the awards in which our International Sales & Marketing Director Hugo Welkers introduces our solution.
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