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Ad Revenue Seasonality: How To Predict Your Income Throughout The Year

Ad Revenue Seasonality: How To Predict Your Income Throughout The Year

As we enter into 2022, the January blues are imminent. After the exciting and lucrative holiday season, the results in the first quarter of the year are doomed to turn our smiles upside down. Seasonality is a powerful driver for ad revenue fluctuations and publishers are better off understanding the principles behind it. Various factors such as advertising budgets, consumer buying intent, events that bring higher traffic, all play into the final results. This article will explain what seasonality is, how it influences ad revenue and how publishers can prepare in order to optimize their performance during each part of the cycle. What is Seasonality? Google defines seasonality as any predictable fluctuation or pattern that recurs over the calendar year and further divides it into cultural, commercial, and ad-hoc events. Cultural seasonality is caused by annual holidays and celebrations such as Christmas and Ramadan. Commercial seasonality revolves around events such as Black Friday/Cyber Monday. Examples of ad hoc events that cause seasonality are the Olympics, elections, and even certain notorious TV productions. It is important to take your audience into consideration and what influences their behavior so that you can take advantage of opportunities around seasonality. During seasonality peaks, advertisers are willing to buy more inventory and/or pay more for it. This drives RPMs up. At the same time, users are more likely to browse the internet during such periods, which drives traffic and impressions up. These factors both contribute to seasonality effects in publisher revenues.  Quarterly seasonality trends and…

How to use key-value targeting in GAM

How to use Key-value Targeting in Google Ad Manager

Google Ad Manager (GAM) is one of the most widespread and well-known Ad Servers in ad tech. While it does a good job of targeting its audience in general, publishers can utilize it even better by using key-value targeting. This functionality is used for inventory management, enriched reporting, and specific targeting of ads to users, webpages, and ad slots. Personalized targeting ensures brands are exposed to the right audience, and advertisers are willing to pay a premium for this. Furthermore, key-value targeting provides users with less intrusive ads that are relevant to both the web page they are visiting and their personal preferences. What are Key-values in Google Ad Manager? Publishers can specify custom targeting criteria for their ad slots in Google Ad Manager (GAM) via a feature called Key-value targeting. This helps advertisers reach their intended audience and increases the value of your inventory. Key-values can be used to identify pages on a website, specify parts of a page, and help target other ad inventory. One way to go about this is for publishers to analyze their audience characteristics, such as age, location, and so on, and base key values on this information. When a line item is set to target a key value, ads selected to be served on your website will always match it.  Predefined & Dynamic Key-values Depending on your targeting intention, you can choose between two types of key-values within Google Ad Manager: predefined key-values and dynamic key-values. Predefined key-values are static, they don’t change…

Private Marketplaces: What are they and why should publishers care?

Private Marketplaces: What are they and why should publishers care?

As programmatic opportunities are evolving, publishers have more and more ways to put their inventory on the market. We’ve looked into Preferred deals and Programmatic Guaranteed already and in this article, we’ll dive into Private Marketplace deals.  What is a Private Marketplace? Private Marketplaces are also known as PMPs, closed or invitation-only auctions, and private auctions. The concept is that a publisher, or a few of them, invite advertisers/demand partners to an exclusive real-time auction for their premium inventory. Publishers often package their inventory based on various audience and impression attributes, content type, etc., thus making it more attractive to buyers. PMPs are more transparent and safe than traditional open auctions as publishers are fully aware of who will be bidding and are upfront about the price they expect by setting respective floors. Advertisers, on the other hand, have the advantage to know exactly where their creatives will appear.    How do they work? Private Marketplaces combine the best of traditional direct deals and programmatic. Typically, PMPs involve a direct relationship with buyers, exclusive premium inventory that is only available at the specific private marketplace, transparency of the deal, as well as the efficiency of programmatic automation of the sales process, and the potential to optimize and target distinct audiences in real-time. All details of the deal are negotiated in advance between the publisher and the buyers, including price floors and type of inventory. To set up a PMP deal, the publisher’s inventory is directly plugged into the advertiser DSP (demand-side…

Ad Servers: All you need to know

Ad Servers: Everything Publishers Need To Know

Digital advertising and the whole ecosystem around it have evolved quite a bit over the years. Volumes have increased dramatically, and so has complexity. Publishers and advertisers alike need more tools and technology to manage campaigns efficiently, track results, plan, optimize, and achieve their revenue potential. Ad servers are one piece of the puzzle that we will explore in this article. We will cover what ad servers are, how they work and what types are out there, and finally how to choose one to best suit your needs.  What is an ad server? Ad servers are the piece of ad technology that is responsible for the management, serving, and tracking of digital ad campaigns. They are used by website owners, ad networks, ad agencies, and advertisers, and can be built in-house or managed by a third party. Often, ad networks and exchanges will offer them as part of their services. Ad servers are used to place ads on a website and make real-time decisions about what ad would be shown to which user, based on multiple factors such as targeting, budget, relevance, and revenue. They also collect data about user behavior related to the ad for further campaign analytics. How do ad servers work? Ad servers have a key role in digital advertising and are involved in most parts of the process of selling and placing ads, including further analytics. Once a user lands on a site (or mobile app) that is being monetized through ads, the ad tag(s) on…

Programmatic Guaranteed: What is it and how to make use of it

Programmatic Guaranteed: What is it and how to make use of it

With programmatic digital advertising on the rise in the last few years, the opportunities for publishers and advertisers alike are getting more and more robust. There are several types of deals that fall under the “Programmatic Direct” deal type: programmatic guaranteed, preferred deals, and private auctions. In this article, we will be unfolding the ins and outs of Programmatic Guaranteed. What is Programmatic Guaranteed? Programmatic Guaranteed is an attractive type of campaign to both publishers and advertisers. The sellers get a guaranteed revenue stream, whereas the buyers lock in the exact audience they want to reach. Both sides get predictable results from the deal and mitigate uncertainty. Programmatic Guaranteed allows publishers to negotiate with a buyer the price and terms for specific inventory that would be reserved only for that buyer at a fixed price. Audience targeting happens through device ID or cookies and advertisers get a very precise match to what they are looking for. The deal includes impression volumes and price, frequency capping, what ad sizes and formats will be used, as well as the campaign timeframe. All of this is coded into the Deal ID and handled fully automatically (this is why Programmatic Guaranteed is often confused with Automated Guaranteed, which, however, does not use Deal ID, but rather displays the ads via an ad server API). For Programmatic Guaranteed to work, publisher and buyer Data Management Platforms (DMPs) need to first sync. This allows advertisers to find the right audience and then offer a guaranteed price…

5 AdSense Alternatives to Try

Top 5 AdSense Alternatives to try

Google is famous for its strictness about rules and policies. Therefore, many publishers find themselves wondering if they will ever get Google’s approval. While it may take a while to grasp the ins and outs of the ad tech industry, don’t despair just yet. Until you get access to the most popular ad network, there are plenty of other options to try and test. Which one (or which combination) will work best for your website depends on your audience specifics, your own goals and requirements, and a bit of good old testing and data-driven optimizations. The options we’ve listed below are just a few of the possibilities out there but should give you a good starting point to further maximize your revenue. Before going any further, feel free to check out our solutions. PubGalaxy helps media owners by taking care of their monetization needs and combines the most precise algorithms with human expertise to ensure the best of both worlds. AdSense Alternatives to Try If You Don’t Qualify for Google Ad Manager Yet Now, let’s look at 5 of the most popular Google AdSense Alternatives:  Sovrn Sovrn // Commerce (previously Viglink) is great for publishers who have many product links on their pages and would like to monetize them. The tools on the platform allow you to automatically convert regular links into affiliate ones and generate revenue from clicks and further sales. Sovrn // Commerce partners with the most known affiliate networks, including Amazon, to ensure that you maximize your…

Azerion acquires PubGalaxy

PubGalaxy is now part of the Azerion family

We are excited to announce that PubGalaxy is now part of Azerion, the fast-growing digital entertainment and media platform. As we join forces, we will work to reinforce Azerion’s monetization capabilities and facilitate access for publishers to world-class advertisers.  Azerion is a global media company that has seen immense success over the past decade. With over 1000 employees in 27 locations, the company has established a strong foothold across the publishing and advertising ecosystems. We couldn’t be happier to be joining their ranks and are looking forward to the new horizons we will reach together.  “We are delighted to welcome PubGalaxy to our platform. They understand the challenges faced by publishers and have developed a comprehensive programmatic offering that matches perfectly the needs of our partners. Their integration will result in knowledge and technology sharing on both sides, and an enhanced customer experience for our advertisers and publishers”, explains Joost Merks, Chief Investment Officer of Azerion. Ivan Ivanov, CEO of PubGalaxy further adds: “As a historical digital publisher, our teams know the publishing industry inside out. Some of the biggest publishers have already entrusted us with their monetization strategies, as we strive to devise the most effective ways to maximize their ad revenues.  We are confident that the expertise and insights gained from our two-decade experience in the publishing world will be of great help to Azerion’s network of advertisers and publishers.”  This is an important milestone for PubGalaxy as with Azerion behind us and through the synergy of our…

How To Get A Google AdX Account

How To Get A Google AdX Account

Are you looking for a way to step up your Google AdSense game? Google Ad Exchange (AdX) has a reputation for being able to deliver on those high ad revenues that all publishers aspire to. Via Google’s AdX publishers gain access to a wider pool of demand sources, the ability to set direct and preferred deals, as well as a plethora of new options to manage, optimize and monitor their ad inventory. It’s an enticing and lucrative endeavor and it’s understandable why so many publishers want in. Before finding out how to start using Google AdX, let’s first get a better understanding of what it is and how it works. What Is Google AdX? Google Ad Exchange, or Google AdX, is Google’s programmatic marketplace where publishers, advertisers, networks, and agencies meet to auction ad space in real-time, as well as in direct and private deals. In comparison to Google AdSense, AdX offers access to a much larger inventory and a robust pool of buyers, including third-party networks and advertisers. This creates superior competition and results in higher revenues for publishers. In addition, the platform features advanced functionalities that give publishers more control over how their ad inventory is auctioned. This, however, translates to a more resource-intensive operation. As opposed to Google AdSense, which is a plug-and-play sort of solution, using Google AdX would require extensive knowledge to set up and manage optimizations and dedicated resources, such as an ad ops team in place, and/or third-party support. How Does Google AdX…

Top Performing Google AdSense Ad Sizes

Top Performing Google AdSense Ad Sizes

In a sea of possibilities, how does one make a choice? Google AdSense offers many ad sizes to choose from and for a newbie, selecting those right for your website might seem like a daunting task. You need to consider not only how many, but what format and size the display ads on your website will be. The main factors to take into consideration are user experience, page layout, your audience profile, and of course your performance goals.  When it comes to revenue expectations, there are certain ad sizes that are consistently bringing higher yields than others. Of course, you need to place them appropriately on the page, so that they don’t disrupt the user experience, but are still highly noticeable. Some ad sizes are preferred by advertisers, meaning a higher demand for them and therefore higher returns for the publishers.  In this article, we will focus on the top 5 best performing Google AdSense banner ad sizes, as determined by Google itself.  Top AdSense Banner Sizes The Medium Rectangle (300×250) This is the ad unit most popular among both publishers and advertisers. It is compact, yet noticeable (especially when placed above the fold), fits most sidebars as well as side by side to the content. It supports both text and image ads and can be used on both mobile and desktop. Because of its versatility and a large amount of inventory available, it is quite preferred by advertisers, turning it to one of the higher-paying ad sizes. One popular…

Open Bidding vs Header Bidding: All you need to know

Open Bidding vs Header Bidding

Header bidding has become the buzzword of the last few years and its widespread adoption by the ad tech world means there’s a reason for that. It maximizes demand competition for every ad impression and boosts revenues. Soon after header bidding’s rise, Google introduced Exchange Bidding, or EBDA (Exchange Bidding in Dynamic Allocation). It was meant as an alternative to header bidding that required much less publisher involvement. Today, Google’s product is known as Open Bidding. In this article, we’ll take a look at both header bidding and Open Bidding, how they compare to each other, and how publishers can decide which one to use. What is Header Bidding? A technology that allows multiple ad exchanges to simultaneously bid on the publisher’s ad inventory before a call to the ad server. It can be implemented client-side (i.e. browser-side), and/or server-side. Both ways have their pros and cons, but the main goal is to reach a larger number of demand sources than with the traditional waterfall method and hold the auctions in a transparent and efficient way. Today, publishers can choose from multiple header bidding demand partners and use open-source, proprietary, or managed wrappers to streamline the process. Chances are, if you’re monetizing your website, you are using header bidding or considering it.  Naturally, with header bidding’s adoption getting wider and wider, Google had to offer its own version. Enter Exchange Bidding in Dynamic Allocation (EBDA). Now known as Open Bidding.  What is Open Bidding? Open bidding is Google’s server-to-server technology…