Not all impressions are created equal. So why trade them wholesale without distinction? It’s a good and democratic way to trade all your impressions in open RTB environment (akin to AdSense)—all publishers get the same data and price floor, the highest bidder wins, end of story. But that sort of “throw it to the market and let them decide” approach severely limits yield and barely scratches the surface of all the capabilities of programmatic selling. In this primer, we are discussing all four of programmatic deal types, along with their potential merits and disadvantages for media sellers. Also known as: Open exchange, Open marketplace, RTB Participation: All (eligible) buyers on a platform Ad Server Priority: Lowest (just above in-house ads) An Open Auction is the Wild West of auctions. — IAB It’s a lot like plug-and-play trading on AdSense: Every advertiser on an exchange/SSP/ad network gets the impression call, they all bid, and the highest … [Read more...] about Explainer: The Four Types of Programmatic Deals
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?
There’s more to selling your inventory than signing up with AdSense. Savvy publishers will often silo their inventory and sell it via multiple channels to get the best value for every available impression. You’ve got: Semi-automated programmatic deals: Programmatic preferred (no fill rate commitment) and Programmatic guaranteed (fixed fill rate) are one-on-one deals with buyers for specific inventory packages at pre-negotiated CPM. Automated RTB: Real-time open and private auctions. Highly scalable and less resource-intensive model for selling impressions (and not just the remnant kind). Direct deals: There are also direct orders (manual direct deals) for native ads (roadblocks, sponsored content, page takeovers, etc.). And that’s without even throwing header bidding into the mix. How these techniques are prioritized is determined by types of impressions and buyers — with the goal being to sell every impression at best price. This is called an ad stack. In … [Read more...] about How Top Publishers Organize their Ad Stack
Despite the rising adoption of the technology, header bidding still remains somewhere between a buzzword and an enigma to people not directly involved in its implementation. In this post, we explain how it works in three parts: How header bidding technology emerged, how it works including its pros and cons, and what lies ahead in the future. The Origins of Header Bidding Medium and large publishers typically offer their inventory to multiple networks to increase their overall revenue — they do this by offering their impressions to the network that pays the most, pushing the unsold impressions to the next network in the value chain, and so on — this is called the publisher waterfall or daisy chaining. There can be direct deals before the waterfall starts and the remnant inventory towards the end can be used to serve house ads or ads from GDN (Google Display Network). High ad latency: All this shuffling around of inventory across multiple networks means that inefficiency … [Read more...] about A Simpler Guide to Header Bidding Technology
Yes? Well, then why don’t you do the same for your content management system? If you think this analogy is strange, think again, WordPress, like any other content management system, is majorly engaged in the work of saving, managing and retrieving media, querying databases for files, and serving them on web pages. And so, WordPress optimization is an essential task for any publisher. Why clean up? As such, redundancy can and does creep into the system once you’ve changed a few themes, installed and deleted multiple plugins, and uploaded hundreds of media files. Your site will still work, obviously, but it is bogged down by the deadweight of extra files. Here’s how you can refresh your system and make life easier for your content management system, reducing server load and possibly increasing page load times in the process. First, take a backup I’m guessing if you’re considering cleaning your WordPress installation, you probably have a lot of posts and … [Read more...] about Guide to WordPress Optimization & Cleanup