Marketecture: Get Smart. Fast. Sovrn's Signal product gives publishers tools for ad performance
Mar 17, 2025
Peter Cunha, Managing Director of Signal at Sovrn, discusses innovative tools for publishers to optimize ad performance. He explains how Signal enhances value through attention metrics, dynamic pricing, and eliminates revenue sharing, making it purely performance-driven. Peter also tackles the challenges of industry adoption and highlights the lack of data transparency from major platforms like Google and Amazon. With a focus on simplifying implementation, he shares insights on the importance of data enrichment in monetizing ad inventory effectively.
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Signal Enhances Publisher Ad Yield
- Sovrn Signal enriches publisher bid requests with attention, dynamic floor pricing, and identity signals to boost ad performance.
- This product evolved from Sovrn's acquisition of OnScroll, pioneering viewable engaged time as an early attention metric.
Shift to Performance-Based SaaS Model
- Sovrn transitioned Signal's business from a revenue share to a SaaS-style volumetric CPM fee based on yield improvement.
- This aligns incentives better with publishers by charging only when the product delivers uplift.
Charge Only for Yield Uplift
- Charge publishers based on uplift in CPM when enriched data improves yield, verified by A/B testing and control sets.
- This ensures publishers only pay for measurable positive outcomes, fostering trust and partnership.