Traders, Have you heard of the publisher specified placement ID--Global Placement ID (GPID)? If not, it may be worthwhile to understand the value this object/initiative provides you with as you manage your Programmatic campaigns.
So, What is it?
GPID is a pub side placement ID which is passed through the auction(s) while remaining unaltered by SSP partners. It is a consistent and unique placement / adslot identifier provided by publishers.
Who created it?
The Trade Desk lead the initiative in creating GPID in 2021 in hopes of increasing regulation & transparency of sell side inventory.
What does it solve for?
When header bidding emerged in 2014 to rival Googles auction dominance via Adx, it created increased auction scenarios for display placements(adslots). As a buyer, this impacted visibility on where individual placements derived from at the auction level, thus causing an awful amount of potential waste as DSP's would continuously bid on the same impression via different auctions (increasing bid density). GPID provides a unique identifier which would decrease bid density and in return drive down market prices and improve performance.
What Value Does GPID Provide buyers with?
- Increased Transparency with the use of a single source supply side identifier
- A tool to help verify and validate auction transactions across SSP to eliminate bidding across the same impression across various Header Bidding auctions
- Helps identify MFA supply which takes aim to eat away at your budget, while providing zero buy-side value as it pertains business outcomes (ROI, ROAS)
- Improves your SPO approach by pinpointing which SSP/Publisher is driving the most value to your campaigns.
- Allows you to bid intelligently based on media and impression quality
Final Thoughts-
Managing programmatic campaigns is complex. If your on the agency side, you are tasked with a laundry list of items such as:
Trafficking in CM360 / Prisma, Campaign Setup in DSP, Pacing, Optimization, Troubleshooting, Dashboard creation, Client services, Deal curation, Partner verification, Weekly reporting, Budget management, Analytics, Billing reconciliation, Wrap up reports etc. Due to all of those responsibilities, it can almost be impossible to take the time to learn and understand the intricacies of OpenRTB.
The responsibilities outlined above are highly important but if you are interested in increasing your sophistication level as a trader, I'd implore you to learn more about oRTB and the protocols / language which powers Programmatic. This will allow you to have more fruitful conversations with your Partners (Pubs, SSP, DSP) which in turn will provide immense value to the account/client you are working on.
