Maximizing ad revenue: a checklist for publishers

What's New in Publishing 14 Sep 2021 07:15

Maximising ad revenues is part of every publisher’s DNA; their success and survival depend on it. But as advertising technology and the resulting supply chain have grown more convoluted, yield optimisation has become a harder discipline to pull off well. 

Nonetheless, the publisher tool chest is not empty. Header bidding, which allows publishers to receive bids for their inventory from several buy-side partners at the same time (in contrast to inventory being passed to ad networks in sequence), allows for rigorous testing and ongoing optimisation. Likewise, ad server configuration, line item prioritisation, and data-driven price floors are additional proactive steps publishers can – and should – be exploring to increase their revenues. 

1. Leverage header bidding to build a ‘test and optimise’ approach

A/B testing to see which creatives are the most effective at driving consumer engagement has been a demand-side staple almost since the advent of digital advertising.

Test-and-compare for sell-side yield optimization is far less common, but it is an option for publishers with header bidding set-up.  For example, having too many demand partners plugged into a publisher’s header and competing for an ad impression at the same time can slow down the bidding process, and therefore the time it takes pages to load – risking a bad user experience, or having the user abandon the page before ads can be served. Fewer ads mean less revenue. This dynamic causes many publishers to restrict the number of demand partners they allow into their header to ensure pages load quickly.

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unGAMGoogleAlexandra BalashoyuIPONWEB
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