How auction models work

Previously, DSP platforms worked with Yandex using the Waterfall model, which is a method of sequentially calling up ads when requests are sent to networks in an order which is predetermined by the publisher. As a result, partners were receiving fewer requests than they would have had by participating in a single auction.

Open Bidding is a model that brings third-party affiliates into a single auction in real time. Yandex’s SDK (Software Development Kit) inventory will be open to everyone: partners will be able to compete on equal terms, and the probability of getting an impression will increase significantly.

What will change with Open Bidding

Switching to the Open Bidding model is an important trend in the advertising market. This approach makes the process of choosing and displaying ads more transparent, and creates the most favorable conditions for all participants in the advertising chain.

Here’s what DSP partners of Yandex SSP can expect:

• Advertising requests will be available from all geographical locations opened by the publisher.
• All auction participants will be on equal terms, which means it will be easier to bid.
• Partners will get more new unique traffic without waterfall re-requests.

Switching from traditional Waterfall to Open Bidding is an important step that significantly optimizes both the sale and purchase of advertising inventory.

Khalid Isbarov

Head of DSP Partnerships at Yandex Ads