PubTech
PubTech
PubTech is a platform used by publishers to enable monetization of their products. It lets publishers decide how they package their product and control how they enable the sale of these to buyers.
As the UX design lead, I Led the full UX design lifecycle for PubTech UX design. This is a look at how our team created several features for publishers to create a deal, target their audiences, manage their inventory etc.
My Role
UI/UX Design
UX Research
Responsible for User Testing, Prototyping
Timeline
Apr 2023 - Present
Team
Product Managers
Engineers
UX Researchers
Tools
Figma
Who are the customers?
Our customer is an Amazon Publisher who has the scale to sell their ad inventory via deals. Within the publisher, we are focusing in 2023 on the following 2 customer roles:
Monetization team: This is the team responsible selecting the deal type, defining the Publisher Products, and creating the catalog which can be used to generate deals. They are accountable for the publisher’s ad revenue. This is the team that will directly manage Publisher Products.
Account team: Account teams are responsible for selling to advertisers and creating all 1:1 deals for advertisers where necessary. They represent the advertiser’s interest within the publisher, while also trying to maximize sales for the publisher. These teams will use Publisher Products to sell and book deals.
Customer problem
Currently, launching a new Publisher Product - especially in self-service - is typically a project lasting multiple quarters for Amazon publishers already live in Amazon DSP. One of the biggest hurdles is that each publisher and Publisher Product has custom business policies they have had to build into ADSP - for instance Freevee limiting preroll ads to 1 impression/user/day, or Fire Tablet limiting advertisers to those with apps available on the tablet. They typically achieve this through a combination of Rodeo line-item/creative changes, Cornerstone flowscripts, and non-technical SOPs for account/ops teams. These business policies are not easily configurable on a Publisher Product, neither are they shareable across publishers or sometimes even within a publisher across different Publisher Products. This slows down the publisher’s ability to innovate on new Publisher Products, expand to different countries, or respond to new advertiser needs - all of which can result in missed revenue opportunities.
What’s the solution
The “Publisher Product” is a concept that exists within all publishers from a business perspective, but is not directly supported by ad server technology. 3rd party publishers (and even Amazon publishers) call this an ad product; we have named it a Publisher Product to distinguish this from Amazon’s definition of an ad product simply being display, video, audio, etc. To address the challenges above, we are:(a) making Publisher Products configurable in a way that publishers can select placements, delivery models, and targeting features they want as built-in PubTech capabilities.b) abstracting policies away from specific “ad products” to the correct level in the publisher hierarchy - the country, the publisher, the placement, the Publisher Product, and the deal.(c) communicating with ADSP using industry-standard, deal-based interactions rather than custom line item types within the DSP.Together, these capabilities will allow us to launch new deal-based Publisher Products for publishers who have onboarded to PubTech within days rather than months, with no engineering effort required.
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