CPC CPC cost per click

advertiser

Shiny Ads

CPM

Case Study

cost per click

DoubleClick for Publishers API

real time bidding

cost per click

reservation

above the fold

dynamic creative

attribution

For publishers looking to automate sales of their premium inventory, Shiny Ads offers a smooth solution. Its self-serve advertising platform allows publishers to handle smaller ad orders without the traditional prohibitive costs by automating sales, finance and ad operations. “Shiny Ads enables online publishers to generate net new ad revenue at around a 75% profit margin,” says Roy Pereira, CEO and founder, “and allows smaller advertisers to purchase ads, even if they don’t have the minimum ad budget to go through direct buys.” Publishers simply embed Shiny Ads’ self-service ad-ordering interface directly on their sites. Advertisers large and small can then purchase ads, design banners, and define targeted campaigns via the interface— all without help from the publisher. publisher

search

transparency

agency

audience data

cross format

verification

cost per click

cost per 100 impressions

cost per 100 impressions

remarketing

video

reporting and analytics

efficiency

audience

control

Sparking integration

work flow

little time.”

Taking a shine to the API’s features With its wide range of robust features, the DFP API makes it easy for publishers andthird parties to integrate all types of services and solutions. Specifically, Shiny Adsuses the DFP API to retrieve lists of placements, monitor and create new

cost per acquisition

search manag

mobile

view through conversions

publisher

agency

advertiser

real time bidding

advertise reservation

www.shinyads.com cross channel

• Toronto, Canada • Sell-side automation of online publishers’ premium inventory

analytics (site analytics)

cross format

optimization

Goals

attribution

• Completely integrated with the DFP API • Uses the DFP API to automatically manage and monitor campaigns on customers’ DFP accounts

dynamic creative

analytics (site

video

contextual targeting

Approach search

To facilitate publishers’ direct ad campaign management, Shiny Ads began using the DoubleClick for Publishers (DFP) application programming interface (API), which allows developers to build applications that interact directly with Google’s next-generation display advertising platform. With these applications, publishers and third parties can manage inventory, create orders, pull reports and more. attribution

conversions

funnel reporting

audience

Setting up the integration was “very easy” for Shiny Ads, as Roy recalls: “The API is very well-documented, which significantly reduced the time it took for us to complete our integration with Google’s DFP, and start selling our solution to new customers,” he says, noting it took just a matter of days for his senior developers to complete. “This opened up an entirely new market for our product in relatively

cost per 100 im

above the fold

search management

shopping

CPA

reporting

above the fold

above the fold

Shiny Ads uses the DoubleClick™ for Publishers API to provide customers with a bright solution. analytics (site analytics)

CP

• Served nearly all ad inventory via DFP Small Business • Used integrated AdSense™ feature to increase revenue from remnant inventory transparency

audience data

control

search

Results verification

attribution

• Publishers centralize administration of online ads, offoad bandwidth, increase productivity • Publishers increase revenue while reducing ad ops costs • Smaller advertisers easily create self-service campaigns leveraging robust targeting available via the DFP API efficiency

reporting and analytics

verificati

work flow

orders, line items and creatives with full targeting. “Allowing publishers to centralize the administration of their online advertising in DFP lets them offoad the technical aspects of managing small advertisements and reduce the associated administrative costs,” says Roy.

1

Case Study “The DFP API provides a full and robust feature set. It gives us the ability to automatically manage (insert, modify and monitor) campaigns directly on our customers’ DFP accounts without any human intervention.” The team at Shiny Ads also notes Google’s service level as one of the main benefits of using the DFP API. “We get great support from the DFP API team,” Roy says. “Every time we have any questions, we receive a very prompt answer from the Google team. They are always receptive to new feature requests and are very eager to make the API easier for their third party vendors.”

“The API made integrating with DFP easy for us, and most importantly, easy for our clients. Without the DFP API, Shiny Ads would not have the fully functional solution we have today.” — Roy Pereira, CEO and founder

Illuminating results The integration of Google’s DFP with Shiny Ads via the API makes a sparkling combination for publishers. All of Shiny Ads’ DFP publishers have seen an increase in revenue coupled with a dramatic decrease in costs associated with smaller ad orders. “All the labor-intensive work of servicing ad orders from publishers’ sales, finance and ad-ops teams is hidden,” Roy explains. “The clear benefit of supporting DFP via its API is that our publishers do not have to mess around with JavaScript tags and reserving inventory,” he continues. “All campaign management is handled automatically by our back-end.”

Spotlight on Outdoor Hub One of Shiny Ads’ publishers that has benefited from the integration with the DFP API is Outdoor Hub, an online media company focused on outdoor enthusiasts. “It’s the flexibility and ease of use that made Shiny Ads a great solution for us,” says Steve Helinski of Outdoor Hub. “With Shiny Ads, we could continue to offer options to our smaller advertisers at a reasonable price, while centralizing the service and management of our online advertising in Google’s DFP,” he says. Using Shiny Ads, Outdoor Hub’s small, locally focused advertisers can easily create campaigns leveraging the robust geo- and custom targeting features available in the DFP API. Steve estimates that since they began using Shiny Ads integrated with DFP, the average time to initiate a new small advertiser and place an ad is less than one hour, whereas it previously took days. Additionally, Outdoor Hub’s advertisers are now buying an average of $300 worth of ads at a time.Steve notes that the sales team at Outdoor Hub is also able to increase productivity while reducing costs by moving all of its small advertising administration into Google’s DFP, and offloading the bandwidth used by the small ads from Outdoor Hub’s servers to Google’s DFP servers.

A gem of a solution Shiny Ads provides a polished self-service solution that benefits both publishers and advertisers alike. And in his company’s continuing quest to accommodate its customers, Roy highlights the importance of using the DFP API. “Our solution needs to support DFP—our customers demand it,” he says. “The API madeintegrating with DFP easy for us, and most importantly, easy for our clients. Without the DFP API, Shiny Ads would not have the fully functional solution we have today.”

About DoubleClick Google’s DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for they’re online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, DoubleClick products help customers execute their digital media strategy more effectively. www.doubleclick.com

© 2012 Google Inc. All rights reserved. Google, DoubleClick, AdSense, the Google logo, and the DoubleClick logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

Shiny Ads

For publishers looking to automate sales of their premium inventory, Shiny Ads offers a smooth solution. Its self-serve advertising platform allows publishers to ...

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