Atomx is not just an SSP and DSP. It’s also a marketplace for display banners, pops and video ads (beta). The mechanism that regulates all selling and buying in our marketplace is OpenRTB based bidding – pretty much comparable to ebay: A winner has to pay the second highest bidder’s maximum bid plus one more cent. OpenRTB auctions take place in split seconds, where publishers invite buyers to bid on their inventory. The buyers always need to bid on it since there is no direct buying via an exclusive deal possible.
Does the Atomx Ad Exchange have premium inventory?
‘Premium’ is in the eye of the beholder. The way a publisher classifies their inventory package as ‘premium’ is subjective. A close-to-universal answer we can give: if an ad placement is
A) viewable without the need to scroll and
B) on a web page with popular content and
C) shown to human users,
we speak of premium inventory. And yes we have that. Atomx blocks between 40 to 50% of all ad requests due to anti-fraud filtering. For the remaining traffic, Atomx buyers are willing to pay average cpms between $0.10 (e.g. United States -> PC-> 300×600) and $2.30 (e.g. Denmark-> Phone-> pops)
Why should a publisher sell inventory through OpenRTB?
Average earnings CPMs are markedly higher on an OpenRTB based marketplace than depending on one ad network as demand source. There’s a lot of demand, and not enough supply. Advertisers are shifting their focus on OpenRTB based marketplaces in search for valuable inventory that helps to achieve ambitious marketing goals.
Atomx may not be your one and only marketplace to sell your inventory. Like RTB and Header Bidding, it’s simply another basket to put your eggs in. But via fallback tags and minimum floor price settings you can make sure getting what you want at the price you want. If there is no Atomx buyer beating your restriction setup, your traffic will be re-directed to your fallback tags.