Boris Shterev

Аd revenue optimization tactics

5 Ad Revenue Optimization Tactics to Try in 2022

In order to earn more money from their ads, many digital publishers experiment and constantly adjusting their ad revenue strategies. In this piece, we have selected 5 great tactics to optimize your ad revenue. Experiment with different Ad networks Ad networks are businesses that collect ad supply from publishers and connect it with the demand of advertisers. It is essential that you engage with the right ad network as a publisher, in order to increase your revenue. You must ensure that your site visitors see appropriate ads. Certainly, there are numerous ad networks to pick from, but it is better if you select the one that is the best fit for you. Don’t pick an ad network based on its one-of-a-kind capabilities, instead choose an ad network that fits your website needs. Test different ad formats Experiment with different ad formats to see what works best for your site. As a matter of fact, there is no such thing as a one-size-fits-all solution. Ad formats that work for other websites may not work for you. So, if you want to increase your eCPM, you must do your own trials. Outstream Video Ads Video ads have made significant advances in the marketing business. Viewers are engaged in what the ad is about and the brand or company it is from.Outstream video ads are defined by Google Advertising as “mobile-only ads that display on partner sites and applications outside of YouTube,” and they can play in an app or on a page…

Google’s retirement of SPM postponed

Google’s retirement of SPM postponed to January 2022

In June this year, Google revealed that they will be discontinuing the Scaled Partner Management (SPM) feature by the end of September 2021, which would mark the end of the transition to the brand new Multiple Customer Management (MCM) model.  In an update from yesterday (14 September 2021) Google announced that they’re going to be pushing the deadline back to 31 January 2022. The change is due to multiple partners having challenges migrating to MCM in time, while future plans also include providing more details around Google’s plans on the retirement of SPM. The previous deadline of 30 September 2021 is now going to be the last available date for child publishers to be added to SPM. After that, all new entries will need to be added directly to the MCM feature.  Source: Google New MCM transition timeline Google is also breaking down its MCM migration schedule into five separate steps to maintain a balanced pace across the network. Managing partners will be required to transfer a minimum of 15% to 30% of their managed revenue, varying between the different stages.  Failing to meet these new benchmarks will result in a certain portion of SPM traffic being blocked from accessing Ad Exchange demand, with the percentage being larger as we approach the final deadline. Other demand sources will not be impacted by the penalty. Source: Google Our progress so far We’re happy to say that we’re currently near 100% completion in migrating all of our child publishers to Multiple Customer…

What are Unified Pricing Rules in Google Ad Manager?

What are Unified Pricing Rules in Google Ad Manager?

In 2019 Google officially moved to a first-price auction. In addition to that, it also changed the way rules are being set in Google Ad Manager (GAM) and the old Pricing Rules were replaced by what Google calls Unified Pricing Rules (UPRs). They were created to simplify and centralize the process, and to create consistency in pricing across all channels. Through UPRs publishers can set common pricing rules for all indirect demand for their inventory from a single place within Google Ad Manager. This article will give you a better understanding of what UPRs are and how they are applied within GAM.  What are UPRs? Unified Pricing Rules are a feature of Google Ad Manager that allows publishers to manage floor prices and target CPM across all available programmatic demand in a centralized way.   Google has listed the following scenarios where UPRs can be applied: The Open Auction via Authorized Buyers  Private Auctions First Look demand Third-party exchanges that participate in Open Bidding Remnant line item types Price Priority, Network, and Bulk Ad Exchange linked accounts AdSense backfill (this was not part of the list when UPRs were introduced) Then, there are certain contexts where UPRs are not applicable: Programmatic direct campaigns, including programmatic guaranteed (standard and sponsorship) and preferred deal line items House line items Line items with a zero (0) rate and no Value CPM set Line items with a CPD or CPA rate, which are treated as if they have a $0 rate Publishers can use either…


What is Multiple Customer Management (MCM)? What To Expect From Google’s Replacement Of Scaled Partner Management (SPM)

Google announced they will be retiring their Scaled Partner Management (SPM) program in July 2021. Its replacement, called Multiple Customer Management (MCM), is already undergoing beta testing and will be released to eligible partners using Google Ad Manager 360 by the end of June this year. While this upcoming change has caught some networks off guard, it’s broadly considered to be a positive one. The imminent transition to MCM mostly affects channel partners and agencies, however, there are several implications for publishers as well, especially ones that don’t have direct access to Google Ad Exchange. To shed some light on what’s to come, we’re going to explain everything you need to know as a publisher about the new program. What is SPM? It’s no secret that Google Ad Exchange is the most prevalent source of ad revenue for publishers, but not everyone can simply open an account. There’s a multi-step application process including a minimum traffic requirement, which can be challenging to match. Despite there being no official threshold statement, it’s safe to say that publishers with less than 5 million pageviews per month have slim chances of getting on board.  So far Scaled Partner Management has been the only way for smaller publishers to access Google Ad Exchange without meeting the minimum traffic criteria. Media owners could join a larger entity as a ‘child publisher’ and have their inventory monetized through an already established account.  Furthermore, this allowed for companies to provide ad revenue optimization and management services to…

Page load speed and what does that mean for publishers

Page load speed and what does that mean for publishers

Today’s world is defined by speed, many innovations were born from the challenge of getting something done quicker. We want to reduce our commute to work, we want our internet to be as fast as possible, we don’t want to wait around connecting to calls and virtual meetings. Page Load Speed is no different. With the complexity of page infrastructure and setup coupled with SEO and monetization, we will help you understand Page Load Speed and what you can do as fast as possible! What is Page Load Speed Page Load Speed is simply how fast content on your web page is able to load. Some people call this your Site Speed. The content that affects page load speed include CSS, HTML, JavaScript, images, caching and any tags present and firing on your web site. Why does Page Load Speed matter? Page Load Speed is a critical factor in the success of an online publishing business. Here are 3 reasons why site speed is so important: User Experience; How many times have you visited a site and been frustrated by how slow it is to load either ads or content? This poor user experience will lead users to not hang around and wait for the site to become usable and they will leave. SEO; Making sure users can find your site is of paramount importance. Operating a website is not a case of ‘If you build it they will come’, optimizing your appearance in search engine results will increase your…

Ad Exchange vs Ad Network

Ad Exchange vs Ad Network

Ad networks and ad exchanges serve similar functions. In general, they both collect free inventory from publishers in one location and sell it to advertisers. Both can be incorporated with demand and supply-side networks, allowing for programmatic ad buying and selling.As a result, it’s difficult to distinguish between certain technology platforms, particularly if you depend on your DSP, who has little to no idea how it buys inventory and where it comes from. The sooner you decode those principles, the greater your chances of quickly optimizing your company and improving your brand. In this article, we’ll look at ad networks vs ad exchanges, by highlighting their main differences, and what role they play in ad monetization. What is an Ad Network? The general definition of an ad network is a media company-aggregator that acquires inventory from various publishers and sells it to advertisers or agencies. It is primarily the display, smartphone, and video inventory.When media purchasing became too difficult in the early 2000s, an advertisement network simplified the market by acting as an intermediary between the buying and selling sides. What is an Ad Exchange? By definition, an advertising exchange is a digital platform supply and demand parties (including publishers, advertisers, ad networks, DSPs, etc.) buy and sell inventory directly, without involving an intermediary. In most cases, ad exchanges run auctions and offer inventory to the highest bidder on an impression-by-impression basis, using real-time bidding technology. To summarize, this type of marketplace arose in response to publishers’ need to sell…

AMP Guide for Publishers in 2020

The Ultimate Guide to AMP for Publishers in 2020

The Future of AMP – Further expansion in 2020 It’s business as usual with Google as we approach the end of the year, even though there have been a lot of recent changes that have caught everyone in the industry off guard. Looks like user experience is still a top priority for the company going forward, as shown by their latest updates overall. It’s clear that the tech giant is steady on the path to simplify a lot of the mechanics used by digital businesses, aiming to establish good practises and create user-first experiences across the board. In retrospect, perhaps the biggest move in that direction was the release of Accelerated Mobile Pages a few years back. So, with the same trend likely to continue into 2020 and beyond, we thought an updated guide on AMP was due.

How ad refresh affects viewability

How Ad Refresh Affects Viewability | Smart React

Viewability is a key component of any successful monetization strategy in the context of real-time bidding. With all the industry developments in recent years, it’s importance has magnified even further, forcing publishers to put more emphasis on view frequency. This, however, brings a new challenge for webmasters who are utilizing a mix of different tactics to maximize their profits. Let’s explore one such example and take a deeper look at the relationship between viewability and ad refresh technologies. 


First-Price Auction – What does it mean for publishers?

RTB; The Evolution of Programmatic Advertising The advent of RTB (Real-Time Bidding) in the late 2000’s changed the way digital publishers monetized their ad space forever. Auctions were introduced, enabled by technology, to bid on an impression-by-impression basis. Thus, replacing sequential CPM paid directly for ad space or fixed fee, sponsorship-focused strategies replicating print advertising. These auctions rely on a bidding system but unlike real-life auctions, where the highest bid wins after a series of bids, here, all bids happen at the same time. Traditionally, with a real-time auction, the highest bidder would, of course, win, however, only paying what the second-highest bid was.