Unlock the power of the deal management system for R&D

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foreign hello to those who have joined already and we'll be starting the webinar in five minutes okay hello everyone to her who has joined so far um this is a beeswax free world webinar on understanding deal management uh would just give everyone a couple more minutes to filter through um I can just see people actively joining at the moment um and then we will get started um the webinar should last around half an hour there'll be plenty of time for questions so please start thinking ahead uh what you have to ask on Deal management great let's get started so today um we're going to spend the next half an hour understanding deal management um Alexa John's jump to the next slide so quick introduction um I'm going to be short and brief here um I'm based in the UK as part of the emea account management team and um I'm called Hannah Cooper and we are lucky today to have Alexa from the customer success manager team in the US um so Alexa has spent lots of time putting together some incredible slides with some really really interesting content on Deal management as I mentioned we'll have plenty of time for questions at the end so please use the Q a functionality of the webinar to feed these through as Alexa's going through the slides um and then we will spend a good 15 minutes at the end to answer all of these questions if we don't have time there will be plenty of time after the webinar as well to answer any of those questions so without any more delay I'm going to hand over to Alexa uh for some more information on deals awesome thank you Hannah uh yeah it's enough to reiterate with Hannah said I'm Alexa Sorrell I'm a customer success manager here on the beeswax team and I am super excited to be taking you guys through the deal management webinar today so super quickly let's just go through the agenda if you have a general sense of what we're going to be talking about today first we'll talk through the different deal types then we'll talk about how to Source those deals how to Target those deals how to view the deal data then we'll talk about some best practices with deals and Beeswax and finally at the end like Hannah mentioned we'll wrap it up with a q a so let's first Dive Right into different deal types and their use cases first is an open auction deal so this deal is typically used to package inventory without a floor the easiest way to think about this deal is really that it's just super similar to a site or app list and the use cases for this type of deal are when you're buying any kind of sensitive category so think about gambling or politics for example next is a private auction or more commonly known as a PMP deal this is when there's a one-to-one relationship between the buyer to the Publishers at non-guaranteed volumes so again what that means is that buyers aren't actually obligated to bid on any of this inventory the two biggest use cases here are CTV inventory so if you want to buy that premium CTV inventory we really recommend setting up a deal with Publishers most notably is Hulu who actually you can't buy in the open exchange so you really want to be setting up Fields if you want to get your hands on that premium CTV inventory and also another use case here really is if advertisers just want to be able to know exactly what websites their ads are appearing on the next Steel type is a preferred deal this is also when there's a one-to-one relationship between the buyer to the publisher and this is where all Publishers that accept your bid are accumulated for you to bid on so the easiest way I like to think about this deal is really the first dibs on that premium ad space and again what that means is that you have the opportunity to bid at this pre-negotiated fixed price before inventory actually heads to that open auction so keep that first dibs theory in mind and really the use case here is if a customer wants to access really well performing inventory but they keep getting outbid in the open market and they want those first dibs on this premium ad space that's when they would set up our preferred deal and lastly for the deal type is a guaranteed deal so this is when you have a set amount of dollars or Impressions that a buyer is tied to with a specific publisher uh most notably with a guaranteed deal is that buyers are obligated to bid on a hundred percent of the inventory and the biggest use case for a guaranteed deal really is replacing that manual i o for the convenience of a programmatics buy so now we have the foundation of the different deal types you're probably wondering how do we actually Source these fields and you do so by reaching out to the exchanges or Publishers directly so just noting that if you for some reason don't have a context or if you want beeswax to make an introduction we're happy to do that for you as well another way you could Source Fields is through our Freewheel always on deals this is actually in beta right now if this is of interest you can just simply reach out to your account manager or your CSM at beeswax but a quick overview of what these are is it's a curated deal Library we have available within the UI for you to simply just Target these Freewheel always on deals that are already at negotiated prices great so you know all the different deal types you know how we're now sourcing these deals the next step is actually how to Target these deals so you can do so in a variety of different ways I'm going to quickly touch base on all five of these and then I'll actually give you a little teaser into the UI of how you set some of these up so the first is through a deal record and you'll hear me continue to say how this is the deal type we recommend or this is rather the the type of way we recommend you set up and Target a deal most out of all of these different types and the reason being is I'm going to touch upon later about how you actually pull performance within deals but most notably is our deal report and it relies completely on you uploading a deal as a deal record rather than any of these other different ways in order for you to be able to view the data so again that deal record I'll show you briefly in a moment the next way you could Target a deal is through a deal list so this is if you wanted to upload a couple of different deal IDs you can do so through a list next is align item targeting so this is if you simply want to just Target the actual deal ID on a line item itself then we have PG deals so again we spoke about those programmatic guaranteed deals earlier and how you're required to bid on a hundred percent of that inventory so we have a really really exciting feature within our UI but you can actually just select a programmatic line guaranteed line item and what this does is it allows you to input that programmatic guaranteed deal ID and you're not allowed to actually put any other targeting on that line item again this way you're required to bid on 100 of that inventory and lastly before I actually give you a little teaser of what these look like there's a pass-through deal IDs so this would be used if you wanted to Target the open auction and a deal ID on the same align item great so let's really quickly just talk about each of these super quick so you can get a visualization so first is deal record again I'm just going to show you some of our test accounts here so you can get a general idea but if you wanted to set up a deal record you would simply just select the new button you would select deal and it will bring you to a page that looks like this um so the couple of things that I'd like to call out here just again keeping time in mind are is the CDM override functionality so this is something that's only available if you set up a deal as a deal object like we're doing now and this is a really really great tool and I'd rather just give you an example to make it a little bit more clear so if you had a line item that had a 10 CPM and you wanted to make sure that anytime inventory came in that matched a given deal that you were actually bidding fifteen dollars all you have to do is just put a 15 CPM in this override function and then once you targeted this deal on a line item any inventory that matched this given deal you'd be bidding that 15 on next again just a quick teaser of what a deal list would look like so same way I used to left that new button and it would bring you to a page that looks like this I'm just showing you an example one for this demonstration but you would just select that it's a deal list you'd name it whatever you'd like and then within the actual list item you'd be able to list all the different deal IDs so you can see here this is just one Hulu one for example next is that line item targeting so this is within an actual line item within the UI you would go down to where the deal is and this is where you could actually just input the deal ID here uh the big thing to note here is that you can even see it it reminds you within the UI you have to provide an exchange handle before the deal ID which is something we'll provide to you here but it's just another um it's similar area for human error so we really don't recommend setting up a deal like this if you're going to Target it next is that programmatic guarantee so you would again select similar to the past that yellow new button and then you can come down and you'll see this deals area here and this is where you would upload or you start better yet you would enter that deal ID and then you'll see up here you actually don't have the functionality to add any other targeting onto this line item because it is that programmatic guaranteed deal foreign so again we talked about now how to Target these deals to pass through deal ID you would set up on the account level so this is something um that your account manager or your CSM would set up for you so just if that's of Interest let them know and now again just to reiterate we know all the different deal types we know how we're sourcing these deals we now know how we're going to Target these deals within the UI so now we've run them we want to be able to see how they performed how do we actually view their data you could do so in a couple of different ways and similar to the last slide after I review these I'll give you a little teaser of what these look like within our platform too so the first is through a deal report and you can access this deal report within our reporting tab drop down from the UI it's a really really cool function that we have within the UI because it Aggregates metrics at the deal level so you can see things like spend auction bids I'll show you a couple of other ones in a few moments and the biggest thing to keep in mind which I spoke about earlier but I just want to make sure to reiterate it is that this deal report relies on the deals page to determine eligibility for this report so again what that means is that it's only going to pull in any information or data from deals that are set up as deal objects next is the deal Quick stats feature so I'll also show you what this looks like that's a really really cool feature that shows you the auction data you can easily scan if your deal is live or not so it will show you similar information to what the deal report will show you but it's a really quick way hence the quick stats for you to view that and lastly is meta markets so this is a Global Discovery tool available within every single customer's UI and it's a way for you to search deal IDs that are coming in to see if traffic is coming through so it's a really great troubleshooting tool so really quickly let's just view what all of these look like first we can take a look at what a deal report might look like again this is just an example one but you can see here that this given dlid we're able to see bids we're able to see bid rate we're able to see win rate auctions just a handful of fields that I've decided to pull in to show you today just a really great way for you to view deal data next is our quick Stacks feature so you can see similar information that I've pulled in here you're able to see bids auctions bid rate win rates but a really quick way if you were just to toggle to the deal screen you could just view this simply right here and lastly is meta markets so again you would get here from hitting the tools drop down and you would do metamarket and then you can search within the dimensions field for any given deal ID and you'll be able to see if requests are coming through or not great so we know all the different deal types we know how to Source those deals we now know how to Target those deals we know how to view their performance so let's just wrap it up before we head into the Q a with some overall best practices for deals and beeswax so the first is that we recommend setting up deals for any CTV inventory and any sensitive buying categories so to reiterate with the CTV space again if you want to get your hands on that premium CTB inventory it's really important to be setting up deals and for sensitive buying categories the reason this is so important to be setting up deals is that all not all Publishers are actually going to accept your bid request so by setting up deals for these given categories you're able to make sure that you are buying more efficiently next for best practice within Beeswax is to be using delivery modifiers so this is something we haven't actually touched upon in this webinar so far we do have another webinar that goes into more depth about what delivery modifiers actually are but just so you get a quick overview here it's a really great optimization tool we have available within our platform and it's a way for you to deliver more or less on different parameters that you have set up so the use case for deals would be if you want to prioritize better margin deals you could set up a delivery modifier to do so next is setting up deals as a deal object so you're able to pull data into the deal report so I've now said this at least two or three times so hopefully it has stuck by now but it really is important that you're setting up deals as deal objects if you want to be able to pull that data into Field Report and lastly for Best Practices within Beeswax is to ensure that you are betting above the deal floor so not always but most of the time with first and second price auctions beeswax might reduce your bid with your media seat fee and a discrepancy allowance um for again those first and second price auctions so what that means is that you want to be bidding higher than that floor price to make sure your bid is submitted uh whereas if you have a fixed price then Beeswax is not going to reduce that bid so you can just simply bid the exact price of the deal and if you are a current customer of beeswax you know we have really extensive health documentation and if you are not a current customer you now know that we have extensive health documentation so listed here are just a handful of different help docs of different topics I spoke about today a lot of these go again considering that this is you know a short webinar a lot of these go into a lot more detail about specific topics so if you'd like to get your hands on these just simply reach out to us after and we're happy to send it your way okay so I'm going to turn it back over to Hannah to go through the Q a awesome thank you so much all right so that was brilliant a really interesting content and we hope that you found it uh helpful so we do have a couple of questions that have come through uh please continue to send these through we've got plenty of time to answer any questions if you don't feel comfortable asking your questions Here and Now on the webinar um you can also follow up with us via email afterwards so Alexa what is the floor price when setting up a deal object slash record yeah a great question um so the floor price is how much the publisher is saying you actually have to bid what I will note is that the floor price is something if you took a look at the deal object you're able to actually input there and it's completely optional but the reason that we recommend doing so is if you use that CPM override function it won't allow you to actually save that deal object if that CPM override is less than that floor price great thank you and um you mentioned that uh we recommend setting up deals for uh CTV is it possible to Target CTV on the Open Marketplace or is a dlid really necessary yeah you absolutely can still Target the CTV space without setting up a deal uh typically what we find is sometimes you'll get outbid by other customers that are setting up deals with Publishers and again just noting you know Hulu which is a big guy in that space you can't actually Target on the open exchange you have to set up a deal in order to Target that inventory great um and so if I had a private deal and it was at ten dollars what should be my CPM that includes fees from beeswax uh that would depend on what your actual fee would be which you can reach out to your CSM or your account manager to confirm um so yeah again it's not always but it is most the time that that ten dollars you would have to then add your seat fee and a discrepancy allowance on top of uh it's not by much but again if this is a specific use case I would just reach out to your CSM or account manager and we can confirm for you great and I think also to that um exchange rate is also a really important one so if you're ever bidding outside of the dollar currency um most deals are in dollars but make sure that you factor in any exchange rates if it is actually set in in Euros that's a maybe a less U.S focused one but uh one that definitely catches uh our people regularly um great we've got lots of questions so um a really good one and one that Alexa and I have to tackle a lot as account managers what are the most common issues that you see or see with deal setups oh uh I I guess this is a handful though to Hannah's Point there's a lot to talk to talk about here the first thing that's coming to mind though um is to make sure that you're getting traffic for that deal so there's a lot of times that a customer is targeting a deal and they're not seeing any inventory actually flowing through for that deal so hence they're not going to bid on it so just make sure depending on what kind of customer you are that if you're setting up a deal that you're letting your CSM or your account manager know and specifically know that deal ID so they can make sure that you're getting that traffic sent to you um another big one that's coming to mind is what I spoke about earlier if you chose to set up that deal on a line item rather than as an object or a list sometimes customers will forget to put that exchange abbreviation prior so that's a big error and I don't know if there's anything else that's coming to mind for you immediately those are the top two that I'm thinking of I think they're definitely the main two and the other one that I've come across is the WC in the deal as well so make sure that that's set to beeswax if you're buying it by a beeswax occasionally it can be set to the customer but buying it by beeswax it must be beeswax as the WC um great so are there any character limitations that she should be observed while uh building out deals so no usage of like underscores um or slashes um yeah yeah I mean but the deal ID is going to come directly from that publisher um so anytime that they're sending you over a deal ID it shouldn't contain anything like that but there's no limitations on our end as long as it's um the deal ID that's being passed along to you and then being passed along to us there shouldn't be any problems yeah perfect and um can I mix deal IDs with regular inventory available on beeswax you definitely can so typically the use case we find here is if you know you don't have a set budget that you really want allocated towards the deal or the open exchange um that's when you would probably want to put them on the same line item assuming that's what you are referring to and that's when you would use that pass-through deal ID like I was speaking about earlier um so hopefully that answers the question but if it doesn't please ask again and I'm happy to answer a different way great and you mentioned the deal report in beeswax um is there a limitation to the look back range um in that deal report for me to access the data to see uh what's happening with my deals yep uh so look back range is six months uh and if for some reason you ever forgot that there's actually a really great tool within our reporting tab which goes across all the different reports that um it tells you to look back range so if you would like to know how to do that you could just reach out to us afterwards and we're happy to show you too great um so as a publisher can I set up a PG deal with another SSP using Freewheel as my ad server that's a good question um I would want to think on this and if you are I don't know how not this was done by a direct person or if it's Anonymous but I'd like this Anonymous yes so if you aren't a current customer um please reach out to um either Alexa or I um with I'm Hannah at beeswax selector you Alexa at beeswax uh no I'm Alex a Sorel at freewell um yes and and we can definitely follow up um so in short yes um I think this is possible but we'd like to check this on a higher level exactly what the question is here um great um so a couple more before we wrap up for the day um what would you say is that average bid rate for a deal oh um that's a very challenging question uh again just knowing that that could range anywhere from Like A CTV space to you know just a standard Buy so I I'd need to know more to answer that question I agree I think it varies so much especially when you're comparing uh standard deals to programmatic guaranteed deals I mean the bid rate for programmatic guarantees will be a hundred percent um in an Ideal World um and then I think it also depends on the competitiveness that goes with different deals and different setups um great um is there a best way to create a deal in the UI I think that's probably covering on on the uh part if you want to just recap that via words quickly Alexa yeah no problem um setting up as a deal object is the way we recommend it the most again because when you do it that way you're able to actually view the data within the deal Quick stats and within uh deal report great this is a really good question do you recommend turning off brand safety tools when using curated deals and any advice on how to reassure clients that it is safe to turn off that um when targeting a deal yeah this is a good question um this is something I would want to you want to make sure you set up when you're setting up a deal with a publisher that you talk to them about but it is always a good idea again just to layer on on top of a deal you're able to as well so it's kind of a two-fold answer but that's that's the answer I would give I don't know how to have any other Insight you'd give there no I think I think ideally we want to rely on the deal itself to contain everything what we've agreed with the publisher but in some cases it's not guaranteed and as the DSP we can't behold uh held reliable for for that so I think it's really trusting the publisher and the relationship and the setup that you have if you can add it on and it still delivers a bonus um but sometimes we do see that it stops delivering when we add those brand safety levers um okay two more um in programmatic guarantee can a buyer still add data provider and if so how do they do that yeah I mean I guess the question we are uh adding a data provider as far as like a a an ad server on top of your creatives uh uh I'd want to know more here but in short the answer is yes I believe right and um the last one uh for the day is is it necessary to create a list of deals no it's not necessary at all if you want to Target a deal as long as it's set up in any of the ways I spoke about today uh then you should be good to go the reason we find sometimes customers will use lists more again as if maybe pulling data within that dealer Port isn't as important to them and it's just an easier workflow you know if they have 15 deals to upload them as a list uh you're able to do so yeah that way great thank you so much and so that's all the questions that have come through uh we may have one last minute one uh if you go back and edit a deal list with will the edits be reflected in any outline items that use that list yes absolutely brilliant after having time to process the webinar watch it again this will be recorded and we will share the recording after this if any other questions do come up either reach out to your account manager or your CSM um or if you aren't a Visa apps customer um you can reach out to marketing at beeswax.com and they will put you in contact with the person that's best equipped to to help you with those questions so I hope you found today interesting um and as I said it will be circulated as a recording for those that have missed it today if any of your colleagues would find it interesting and would want to recap at a different time and so huge thank you Alexa and a huge thank you to everyone who has joined um and have a great rest of your day thank you everyone