Most web publishers are familiar with Google AdSense, in fact, it’s usually the first tool they turn to when they first decide to monetise their website with display ads. AdSense is a great product. For the lack of a better way to put it: It just works. All you need to do is sign up, insert a verification code in your website, create ad units, and then place them at the appropriate locations on your site. Of course, this may be a little bit of an oversimplification, there’s a lot of tweaking, experimentation, and optimisation that you’ll need to do in order to get the most out of AdSense… but setting is up is a pretty straightforward process. However, AdSense is just one ad network and the ad ecosystem is pretty vast. And for those who’ve been around for a while, there are many lucrative options to consider. For the purpose of this post though, we’ll keep the conversation limited to ad exchanges. Maybe you’ve heard of ad exchanges before in … [Read more...] about Ad Networks vs Ad Exchange: What’s the Difference? Which is better suited for you?
Times are gone when a web publisher could just sign up with AdSense and be done with the business of monetizing their website. New breakthroughs in ad tech means that when it comes to making money from your publication, the options now are almost endless, but more choice often comes with more problems. What are the biggest threats ad tech industry and publishers face this coming year and how can they best try to tackle them? Let’s start with… The Complexity of Ad Technology Managing online ad operations was never the easy thing to begin with, but with each year, new ad tech implementation just seems to be getting more and more demanding. For instance, just when publishers are coming to terms with header bidding and its adoption is rising, its successor, server-to-server header bidding is already in the offing. And header bidding is just one ad tech trend. This is hardly news though. In a blog post on Gartner, Martin Kihn explains Why Ad Tech is More Complicated Than Wall … [Read more...] about The Biggest Challenges Ad Tech Industry Faces in 2017
Let’s talk about the publishers for a change. Media sellers (aka publishers) are already losing massive chunks of revenue from ad blocking, both on desktop and mobile. Then they are supposed to be held accountable for, just, all of the fraud and pay for “cleaning up the mess” (like in this impassioned post). Even though the publishers who sold premium inventory on private ad exchanges to brand-consistent advertisers have also been victimized by fraud… Ten per cent of ad impressions from premium programmatic ad campaigns are fraudulent (triggered by bots). The surprise was the ubiquity of the fraud. It is not just no-name websites; it also affects premium publishers. — Bill Duggan, VP of Association of National Advertisers (Source) Meanwhile, growing emphasis on viewable impressions could open the doors to further trouble… (Often) Viewability as quality produces its opposite: viewability as clutter. There are threads of connection between the … [Read more...] about How Publishers Can Fight Ad Block, Fraud, and Viewability Problems
Note: We provide header bidding optimization services, if you use header bidding and are looking to optimize your stack, please write to us at [email protected] Over the past year or so, Header Bidding has gone from being an industry buzzword thrown around in the conference rooms of ad tech startups to a tool that most medium and large publishers are actively using or at least experimenting with. In two previous posts, we’ve already discussed what header bidding means, how it works, and how to implement it; along with a few helpful header bidding tips for higher CPMs. As with any kind of bidding, all things being equal—header bidding yield is directly proportional to the number of demand partners you have because each additional partner means more competition for the ad space. However, all things are never equal: Since header bidding happens on the client side, low network speeds can increase ad latency beyond the point of diminishing returns. Consequently, … [Read more...] about Header Bidding Companies for Optimizing Your Ad Campaigns
PMPs? Ain’t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn. Okay, so the skeptics are out and rightly so: PMPs (private marketplace or programmatic private exchanges; I’ll use the terms interchangeably throughout the post — just a heads up) have a reputation to be difficult to set up and scale. Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher’s ad inventory waterfall. — Eyal Katz, Adngin Someone without an experienced ad-ops guy (or a whole team of them) may not be able to cope with the sheer effort of adding/removing line items, getting advertisers, creating better inventory packages, customizing campaigns, and other tasks that are necessary to create a private haven for your impressions. “Exactly! Let’s just keep it democratic and go back to open marketplace.” That would be great in principle. But online advertising is in a … [Read more...] about How to Increase Your Revenue With Programmatic Private Exchanges