What is header bidding? Header Bidding is an advanced programmatic strategy that allows publishers to sell their website inventory for several ad exchanges simultaneously before making calls to their ad servers. It is also known as advanced bidding or pre-bidding technology. Header bidding is a special type of programmatic auction and probably the most important monetization method in digital publishing today. When it comes to advertising technology, there have been countless developments over the years and if you run a Google search you’ll probably find that this is one of the most frequently discussed ones. Put simply, header bidding enables multiple advertisers to bid for an impression at the same time, instead of sequentially, helping to increase competition, fill, and ultimately revenue. Header bidding is technologically quite complex, so webmasters with limited coding expertise can have difficulties with both understanding and implementing the concept. While all the resources available are definitely helpful, publishers are more often than not left confused rather than informed. Let’s break it down.
A common question among publishers, is why there are certain performance fluctuations over the year both traffic- and revenue-wise. For many, these changes appear random. This leads to having a tough time trying to evaluate the state of the business and making informed decisions. Luckily, there are common reasons behind the fluctuations, and today we’re here to explore why and when these changes occur, how to prepare for them, and how to read your data correctly.
If you’ve been following our blog you may have noticed we mention viewability quite often and for good reason. It’s amongst one of the key factors for evaluating inventory. This is hardly a surprise considering that the purpose of ads is above all to be in view. The advancements in technology now allow much more precise tracking of this metric than ever before. It has definitely been well received by advertisers overall. On the other hand, for publishers, the topic of viewability and it’s optimization has been a rather controversial one. It has led many to change their long-established practices completely. Having a precise record of an ad’s on-screen time has its pros as well, but it’s definitely taken a toll on media owners and has changed things irreversibly for both programmatic and direct sales.
This March was eventful for PubGalaxy, especially for our Demand Partnerships Manager, Pavel Mitev. He got on a trip around North America to meet with a few of our demand partners, namely OpenX, IndexExchange and DistrictM. In a global world where everything happens over the Internet, meeting people in-person makes all the difference for building lasting relationships. Pavel’s first stop was Pasadena where he got see the OpenX HQ and exchange views on industry trends and developments. They talked about PubGalaxy’s priorities for 2019 and potential partnership opportunities.
Programmatic monetization has been improving rapidly and has become quite sophisticated nowadays. However, direct advertising partnerships are yet to become obsolete. Such deals bring plenty of benefits to both publishers and advertisers, despite the fact that it’s usually quite time consuming to secure, manage and deliver on them. If you’ve never run direct campaigns before or you’re just starting out you may need a little help. Here are our top 5 tips for being successful in doing so:
The rapid evolution of advertising and publishing technology has lead to a more transparent, streamlined business model. But also a significant increase in the resources required for managing all the assets coming into play. While the benefits of programmatic are undeniable, the current state of affairs is also the underlying cause for neglecting certain practices. That requires a bespoke approach for each web property, such as layout optimization. For that reason, we wanted to give you a brief overview of the process. It’s of high importance for digital publishing and how it can help grow your business.
Ads.txt Is Only The First Step In Combating Ad Fraud Fraud is one of the most prevalent issues in the ad-tech industry. As quickly as technology evolves to fight it, fraudsters are adopting new techniques to continue their ill-intentioned campaigns.
Independent Publishers: Overcoming Challenges of Focusing on Content & Monetisation PubGalaxy CEO, Pressian Karakostov, has been interviewed by the ExchangeWire about the challenges that publishers face and how they could overcome them.
Have you implemented ADS.TXT already? A recent study on its effects on performance in our customer base showed that publishers received an 8.3% revenue uplift after implementation.
If this is the first time you hear about the Publisher’s Two Hats Challenge, then you’d better check out our previous blog post here. This article is all about how we solve this challenge and why you don’t need to wear both ‘hats’ anymore. At PubGalaxy, we believe in specialization. We have teams with expert skills in certain fields and when working together these teams achieve great monetization results. To be more specific, the property of each of our publishers is taken care of by AdOps, Technical Support, Yield Optimization, Ad Quality and Demand experts. Yes, these functions are separate at PubGalaxy. The needs of the publisher are coordinated with the respective team member by the dedicated account manager, while our Product team looks into new and emerging ad formats that can generate incremental revenue for your property.