Remember, in April this year, Google was beta testing native ad formats for AdSense? Four months later, Google launched native ads on DFP ad server, this time with demand for AdSense and DoubleClick Ad Exchange publishers. In this post, we’re going to cover how the new native ad format in DFP works and all the ways it can enrich your ad inventory. When you are delivering a banner, you receive a complete creative asset from the advertiser and you deliver it exactly as you received them from the advertiser. In the case of DFP native ads, instead of getting a rigid banner that is completely unresponsive towards the content environment that it is placed in, what you will receive is separate components. It’s up to you to organize these components in a way that represents advertiser interests and also blends in well with your website or app. Right there is a level of unprecedented control for publishers. You take a single set of assets, and you’re able to modify those … [Read more...] about The Beginner’s Guide to DFP Native Ads
DoubleClick Ad Exchange (AdX)
Back in 2015, DFP first announced the availability of native ads for mobile apps. This was aimed at creating a better user experience by giving app publishers an alternative to prestitial and interstitial ads—both disliked and disruptive formats that don’t meet the Initial Better Ad Standards. Context is incredibly important on mobile, and that’s why over the next few weeks we’re rolling out our native ad solution for apps to DoubleClick for Publishers clients globally. With native ads in DFP, publishers can maintain a beautiful user experience in their apps while providing brands an opportunity to reach their audience on mobile. Just a few months later, DFP revealed that they were beta testing programmatic native ads with eBay, an experiment that led to a 3.6x increase in ad engagement for eBay on average, with some campaigns delivering click-through rates up to 5%. Native has only grown since 2015, and according to eMarketer, now accounts for more than … [Read more...] about DFP Now Supports Programmatic Native Ads for Desktop and Mobile
Under fire for sending your readers’ Personally Identifiable Information to Google? Yeah, it’s been known to happen, quite often at that. “In the interests of protecting end-user privacy, Google ads product policies mandate that publishers must not pass any data to Google that Google could use or recognize as personally identifiable information (PII)” — Google Publisher Policy Google classifies names, email addresses, social security numbers, device identifiers (especially those that cannot be reset), and similar sensitive information as PII. And Google absolutely does NOT want you (accidentally or non-consensually) sending this info to it. Those who end up passing this info through ad requests made using Google DFP, AdX for DFP or AdSense receive a policy breach notice that has the potential to scare the pants off of the most seasoned publishers. If you have been on the receiving end of this particularly terrifying stick (partly … [Read more...] about What Google Wants You to Do About Personally Identifiable Information (PII)
Header bidding was supposed to solve the problem of complexity in ad operations. As the adoption picked up pace however, SSPs (short for supply-side platforms, software used by publishers to sell ads) began altering their algorithms and employing aggressive auction tactics to increase yield. This works out well for the SSPs and even publishers, at least in the short term. But in the long run, everyone loses. Gaming the Auctions Most larger publishers now use multiple SSPs to manage their ad inventory, and as with middlemen in most other businesses, SSPs will try to prioritise their own personal gains over anyone else's-including other SSPs, advertisers, even publishers. How are they gaming the system? Second-price auction has long been the default standard for RTB auctions, in it, every bidder is asked to submit the maximum amount of money that they're willing to pay for an impression, the winner then pays the second-highest bid that was collected plus a minimum increment. What are the … [Read more...] about Explainer: What is Supply-Path Optimization?