Revenue Optimization

Ad Refresh Explained

Ad Refresh Explained

If you are exploring ways to increase your ad yield, you’ve probably stumbled upon ad refresh as a tool that can help you earn incremental revenue from the same users that visit your site. But what exactly is ad refresh and is it right for your site? In this article, we’ll answer these questions, as well as discuss some best practices and implications of its implementation. What is ad refresh? Ad refresh allows publishers to load new ads in a single user session without reloading the entire page. The refresh is activated on a specific trigger (such as time, event, or user action) and practically increases the ad impressions that publishers can monetize. Types of ad refresh Depending on the trigger that will activate the refresh, we differentiate between the following types: Time-based ad refresh As the name suggests, time-based ad refresh simply means that a new ad will be loaded after a predetermined time interval, such as 30, 60, or 90 seconds. The trigger will usually activate regardless of whether the user is browsing the page or not, which means they might have another tab open and not be looking at the page at all. This directly impacts ad viewability in a negative way and respectively results in lower rates for ads as advertisers are not willing to put their money on placements that are not being seen.  Event-based ad refresh An ad refresh is considered event-based when a trigger is an event initiated by the publisher. Most commonly,…

Native advertising vs Display advertising: The Pros & Cons

Native advertising vs Display advertising: The Pros & Cons

With the rising popularity of native advertising, more and more publishers and advertisers are considering testing it and trying to understand how it compares to the old-school banner ads and which is a better fit for them. In order to answer these questions, it’s essential to first have a good understanding of what each format is and how they differ from each other, as well as each of their advantages and disadvantages. Let’s get right into it. What is display advertising? Banner ads, also known as display advertising, are your typical ads from the early days of online advertising and still going strong. Display ads have evolved from static images to various types of banners that have interactive and clickable elements (e.g. rich media files). They come in many sizes and can be placed across various parts of the webpage. Find out more about the best-performing banner ad sizes in this article. Display advertising has both its advantages and disadvantages and can be used successfully for various marketing purposes. Let’s look at the main pros and cons of banner ads. Pros Simple setup Banner ads are probably the most straightforward to design and implement. The variety of sizes makes them perfect for all kinds of websites and implementation is simple.  High visibility The nature of display ads makes them clearly discernible from the main content on the page, which contributes to their high visibility, especially if a high-quality image is used or the ad is interactive. High fill rates As…

Quick Guide: Automated Guaranteed vs Programmatic Guaranteed

Automated Guaranteed vs Programmatic Guaranteed

Ad tech terminology can get a bit confusing, even for seasoned professionals. Especially when terms are so similar to one another. In this article, we will see what exactly Automatic Guaranteed and Programmatic Guaranteed are all about, and how they differ. Let’s get right into it. What is Automated Guaranteed? The term Automated Guaranteed is used for advertising agreements that were traditionally executed via direct deals (insertion orders) and are now possible end-to-end as a programmatic direct deal. The transaction is agreed upon directly between the buyer and seller via a mediation platform and the inventory volume and pricing are fixed. Publishers usually package their inventory and present it to advertisers at guaranteed volumes. Price is negotiated and once an agreement is reached, the deal elements are plugged directly into the publisher’s ad server via the ad server’s API, which is what distinguishes Automated Guaranteed from other programmatic direct deals (such as Programmatic Guaranteed). Advantages Automated Guaranteed allows publishers to present their inventory to buyers in a way that makes the sales process more efficient and less resource-intensive. Media owners can shift the focus towards building relationships, discussing performance and strategic partnerships, while selling impressions in an optimized automatic way and filling their pipeline efficiently in the meantime.  Buyers can browse through the available options, and build their own campaigns, which eliminates the need for ongoing communication on those elements and saves both sides precious time, effort, and possible misunderstandings.  The price of the inventory is determined by both the…

Open Auction 101

Open Auction 101

Today, you can sell your website inventory programmatically in various ways. First and foremost, when we think about programmatic auctions, we think of real-time bidding (RTB), a.k.a. the Open Auction. In this article, we will take a closer look into what exactly Open Auction is, what are its advantages and disadvantages, and how it differs from Programmatic Direct deals. What is Open Auction? Open Auction is commonly known as RTB, and/or open marketplace, open exchange. This is currently the most popular way of trading one’s inventory programmatically and it has both its pros and cons, which we’ll look at in a bit. In an Open Auction, all demand sources on the selected platform are allowed to bid for the specified units, while publishers can set price floors and block certain advertisers and/or ad types. RTB has the lowest priority in the ad server, second only to house ads, and is most suitable for monetizing your remnant inventory. Currently, most open marketplaces run on first-price, meaning that the highest bid wins and the publisher takes a share of that price, depending on the platform’s terms.  Advantages Accessibility: easy and quick setup that can be utilized by publishers of all sizes; Wide demand pool: ideal for monetizing any unsold impressions and maximizing your revenue; Hassle-free setup and optimizations: great for new publishers with less experience and no advertiser connections yet. Just a few simple steps to get started. Make changes to the setup at any time; Inventory control: publishers decide on the…

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…

AdSense Optimized WordPress Themes

Best AdSense Optimized WordPress Themes To Increase Ad Revenue

WordPress is by far the most popular and widely used website building platform. With thousands of themes to choose from, publishers are faced with a tough choice to make. In this article, we’ll present some of the WordPress themes that are most suitable for publishers who want to maximize profits from AdSense. The themes we chose are all equipped to make ad management a breeze and provide you with versatile options to ensure you make the most out of your ad inventory. AdSense optimized themes focus on getting you higher CTR through strategic ad locations and keeping your audience on-site to boost revenues.  2021 Top AdSense Optimized WordPress Themes For Publishers  Admania Who is it for? This theme was designed to help publishers place ads. That being said, it is great for bloggers, magazines, and news sites alike. It is particularly recommended for affiliate marketers who struggle with banner blindness. Advantages: Live front-end ad editor More than 12 types of ad units Ad blocker detection and support for ad rotation WooCommerce-compatible and translation ready SEO and speed optimized  Price: $59 exclusive on Envato ThemeForest market TrueMag Who is it for? This is a magazine-style WordPress theme, designed for publishers with multiple income streams, such as ads and e-commerce. Advantages: Fully responsive built-in Google AdSense ad units  Flexible widgetized sidebars Professional look with ad spots that blend well with page’s design SEO and mobile-optimized and translation-ready WooCommerce-compatible for those of you running an e-shop Price: $58 by StrictThemes, exclusive on Envato…

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…

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 Ad Manager Requirements

Google Ad Manager & AdX Requirements

As a publisher, once you reach a certain level of growth and size, you need to start thinking about taking greater control over your advertising. Google AdSense is great at delivering AdSense ads, however, if you want to serve your own ads from advertisers or access 3rd party demand, then you need to start using an Ad Server and Google Ad Manager is the most popular in use by global publishers. What is Google Ad Manager? In 2018, Google rebranded their services and merged both DoubleClick Ad Exchange and DoubleClick for Publishers into Google Ad Manager (GAM);  DoubleClick Ad Exchange (ADX) enabled publishers to use Google’s real-time marketplace to buy and sell display advertising space on their website DoubleClick for Publishers (DFP) enabled publishers to sell, schedule, deliver, and manage their own ad inventory as a free to use ad management tool So the Google rebrand brings display advertising demand from the Google marketplace and managing your own inventory with the possibility of ad serving 3rd party demand into one Google Ad Manager platform. Why do I need GAM? First of all, let’s explain the two main parts of Google Ad Manager and how they relate to a publisher’s journey; AdX and DFP. Traditionally, publishers tended to move from AdSense to AdX as they grow and hope to better monetize their inventory. This transition allowed publishers to sell impressions with AdX as opposed to selling clicks with AdSense. Another difference is the access to worldwide demand from other networks outside…

Bid Shading - All you need to know

Bid shading explained

Bid shading is a method used by buyers in first-price auctions to avoid overspending, and its importance has grown as every major exchange has transitioned to a first-price auction.  Simply explained, it is a campaign feature that can help advertisers save money. Here’s an explanation of what it means and how it works. Bid shading defined There are two types of auctions in programmatic advertising: first-price and second-price. The highest bidder determines how much an impression is sold for in a first-price auction. The sale price of an impression is determined by the second-highest bidder in a second-price auction. Bid shading has emerged as a middle ground between the two. So, based on an estimate performed by the ad tech partner, the buyer will pay somewhere between the second-price and first-price value. How it works Because of the shift toward first-price auctions, the technology is mostly accessible as a free service on supply-side platforms and is becoming a feature increasingly used in DSPs. The vendor will study bid-history data, such as what bid rates normally win on a specific website or in a specific ad location, or at what price bids are lost, to determine what a bid should be that is midway between the first and second offers. Bid shading was created as a way to please buyers who were unhappy with having to pay far higher prices than they were used to when first-price auctions became popular. However, it is not particularly transparent, so buyers must rely on…