Version 1.0. Released: 1 October 2020
1.1. These Special Terms and Conditions are the part of the Agreement (as described in the Insertion Order for Adform’s Sell Side Platform (“IO”)), and only apply together with the General Terms and Conditions, the IO, and the Data Processing Agreement or Privacy Compliance Agreement.
2.1. Supply Side Platform and Private Market Place
2.1.1. Adform’s Programmatic Real Time Bidding Services (“RTB”) enable Publisher to sell its Inventory available on the websites and/or other properties to Buyers who bid on and purchase Inventory from Publisher in real time via the Supply Side Platform and Private Market Place.
2.1.2. The process is initiated by a user visiting the website or other property of the Publisher, thereby creating an opportunity for advertisers to show their ads on Inventory to the user. The Inventory is presented to Buyers in an auction via Adform RTB platform. Buyers who are connected to the auction are then programmatically bidding on the Impressions on the Inventory based on cookie information and targeting rules. The auction is either a 1st price or a 2nd price auction where the highest bid wins, while paying the price of either the first or the second highest bid depending on the type of an auction. Only bids that are higher than the floor price set by the Publisher are accepted into the auction.
2.1.3. RTB services also include the option to create and execute fixed prices deals with buyers. In this case the Buyer will bid and pay a fixed CPM price.
2.1.4. In case that there are no bids higher than the floor price, the opportunity of Impression on Inventory is returned to the Publisher.
2.1.5. RTB services include tools necessary for the Publisher to control the monetization of their Inventory such as managing the Inventory, pricing, creative approvals and reporting.
2.1.6. Adform offers two different types of RTB services:
(i) Private Market Place (PMP)
Adform Private Marketplace (PMP) focuses on monetizing Publisher’s premium Inventory by integrating it directly into Adform Demand Side Platform (DSP) for higher value. Because the PMP plugs into Adform Demand Side Platform (DSP), it offers additional levels of creative options and control which are otherwise unavailable through external demand partners through the SSP.
(ii) Supply-Side Platform (SSP)
Adform Supply-Side Platform (SSP) focuses on monetizing Publisher’s Inventory by integrating it into external DSPs to attract the highest bids in the open market. Adform SSP is connected to a number of DSPs. Each opportunity of Impression is presented to the connected DSPs simultaneously in real-time. Bids are collected into a combined auction and the highest bid wins. The SSP provides full control for the Publisher to manage Buyers.
2.2. Publisher Ad Server (PAS)
2.2.1. PAS allows for the full management of a publisher’s complete media Inventory, including mobile and desktop, rich media and video. The solution includes all necessary tools for a Publisher to sell its Inventory via RTB or direct, manage the fulfillment of campaigns, and achieve full insights via analytics and reporting. PAS’ Perfect Priority feature allows guaranteed campaigns and RTB to compete on every opportunity of Impression. The highest CPM wins while still ensuring that guaranteed commitments are met.
2.2.2. The Inventory section is the primary point of access to manage definitions and the pricing of Products, Placements and Creatives. Using Creatives, Publisher can define what is allowed to be served on each placement. Publisher is also able to group Placements into separate sellable products and packages. The availability section provides insights into how many impressions are forecasted for the future, how many of them are reserved/booked by Guaranteed campaigns, and thereby how many are still available for sales.
2.2.3. The campaign Management section provides end-to-end workflow and features for setting up a campaign and managing the delivery with all the relevant settings, such as goal, targeting, frequency capping, scheduling, analytics, and reporting. To ensure a fraud free environment, PAS provides a variety of tools, including a creative approval process for approval or rejection of tags.
2.2.4. Publisher can define CPM price and set Impression, Revenue or Unlimited as the goal. Budget can be spent as fast as possible or distributed evenly throughout a defined period of time. Ad frequency can be set: (1) on a single line item; (2) on a set of line items (campaign); (3) per creative template (works across direct and real-time); (4) a set period; day, hour or minute level. Impressions can be delivered during the whole selected period or scheduled period (particular days, hours, minutes).
2.2.5. Publisher can select to target whole Inventory or selected websites, packages or placements. Moreover, it is possible to target who sees an ad based upon factors such as: location (country, region, city, zip code), device and operating system, Internet Service Provider, language, Adform cookie IDs, IP and IP range, and keyword and key-value pairs.
2.2.6. Additional Ad Viewability Measurement Service (3 viewability layers) is an integrated feature which indicates how long, in average, an ad was viewable to a user. Default viewability measurement in Adform is set to the IAB standards for the given ad format. Additional ad viewability measurement is a service which can be enabled for the accounts of the Publisher using PAS Service and allows for several additional thresholds of viewability measurement to be conducted simultaneously on each ad impression. This service enables the Publisher to define and operate additional custom viewability tracking metrics for e.g. when at least 80% of the ad is viewable for more than 3 seconds.
2.3. Audience Data Connector
2.3.1. Publisher may target who sees an ad based on audience data made available through Audience Data Connector. Audience Data Connector is a server2server batch file transfer or API integration in order to ingest/import audience data from another 1st party DMP to the Adform with the goal and intention to activate these audiences within the Adform ecosystem (e.g. PAS). The Audience Data Connector is limited to only making the (your) audiences accessible in the Adform ecosystem and does not allow the usage of the Adform DMP solution, nor its features and functions (e.g. cross device, lookalike modelling, overlay analysis, reporting, etc.). Audience usage reporting is available within the specific Adform product used for activation of the audiences, e.g. PAS performance reporting. The Audience Data Connector is limited in the amount of Data Events/unique audiences that can be uploaded/processed every month. These monthly limits are 600.000.000 Data Events and/or 250 unique audiences stored per month. Each unique ID may be connected to a maximum of 20 individual audiences at the same time. Data Event shall mean any ID (identifier) and associated property update request (create, update, delete) to the platform from any and all 1st party audience sources.. Should above provided limits be exceeded during the calendar month, Adform may on its sole discretion limit (not process additional Data Events) or suspend the Audience Data Connector service partially or in whole until the end of respective calendar month. Adform may also on its sole discretion choose to remove audiences which are not in active use, or have not been actively used in the past 90 days. If separate agreement for Data Management Platform services is concluded by the parties, Audience Data Connector’s DMP account will be governed by such separate agreement.
2.4. Demand Side Platform (DSP) - Buy Own Inventory
2.4.1. Adform’s Demand Side Platform (DSP) is a media buying platform that automates the processes of buying media in real time using Real-Time Bidding (RTB). The DSP is seamlessly integrated with Adform Platform and provides a highly productive Self-Service workspace optimized for end-to-end workflows such as campaign management, media buying, campaign optimization and reporting. With the integration of the DSP into the Adform Platform, Publisher can easily build and operate a publisher Trading Desk for buying both own and third-party Inventory, and reselling it to advertiser clients. To use DSP Publisher shall enter into a separate agreement with Adform for Adform’s DSP services.
2.5. Rich Media Services
2.5.1. Adform Rich Media solution allows clients to traffic, serve, and track a number of Rich Media formats. Rich Media provides higher CPM prices through higher engagement rates and high value brand campaigns.
2.5.2. New formats are added from time to time, and the complete list of supported formats is available here: http://site.adform.com/uncategorized/rmf-reference/.
2.6. Master Data Service
2.6.1. Adform provides Master Data Service to export transaction level data. Master Data Service allows Publisher to access most granular log-level data and enables to do detailed analysis of transactions themselves. Master Data files can be downloaded or pulled via API-call. Master Data Service fees depend on account complexity as indicated in Schedule 2.
3.1. Rich Media fee calculations
Rich Media fees are applied on Rich Media Banners served on Adform Platform when Publisher is using PAS. PAS Rich Media Fees for Rich Media services on display activities are charged on top of PAS Fees.
Rich Media Fees include Heavy Banner fees.
3.2. Heavy Banners Fee:
If fees depend on the weight of the digital ad, irrespective of digital ad type used (e.g. standard, rich media, HTML5) the Adform Platform calculates digital ad weight to identify the price per impression to be applied according to its pricing. If fees depend on digital ad type used, the Adform Platform calculates RM fees per impression to be applied according to Adform’s pricing.
Rich Media Banners / Streaming (Auto and User-Initiated) includes: