“Ad quality is in my top three concerns as a publisher.” How many times do we hear this? Almost always? This has always been a topic of interest. But especially in the current situation, it has been accentuated since there is a gap between supply and demand for inventory. Advertiser buying and spending patterns have changed leading to publishers taking some drastic measures to earn a sustainable revenue. It’s a vicious cycle, dropping floor prices or increasing the available inventory opens the door to another larger problem – Bad ads/ Ad Quality. This should be a concern as it can have serious implications on the business model as a whole. So here is why maintaining top tier ad quality is always a good idea.
What is it? According to Google, a confirmed click is aimed to address a genuine problem everyday people face as they use the internet and their mobile devices. The noble aim is to reduce the effects of ‘unintentional’, ‘accidental’, or even ‘fraudulent’ clicks. After reviewing a publisher site, Google may determine that some aspect of the publisher’s ad strategy is causing accidental clicks on ads and therefore ensure that advertisers do not have to pay for unintentional clicks.
Ad Blocking is a big fear of the digital advertising industry and while anecdotally reserved for techies and gamers, more and more people are blocking ads, though far fewer than expected. For the second year in a row, eMarketer has downgraded its estimates of the adblocking population in France, Germany, the UK, and the US.
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.
We live in an era that is rich in information, so much so, that we are even spoilt for choice in how we choose to consume it. The challenge for digital publishers is deciding the best platform to present content bearing in mind how users’ habits have changed. There used to be a time not so long ago where the media and the general public were both figuring out the internet. Online became a new place where physical, printed media was replicated onto the world wide web. This was how traditional publishers could tap into their readers’ initial new habits by providing their content online. Very quickly, these now online publishers realized that their traditional readers were evolving. Over the years, as physical turned digital, readers became website visitors. With the advent of new ways to engage their audience, these visitors then became users.
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.
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.
Chances are you will have already seen an instream video ad today. This type of advertising is hugely popular and very lucrative, with demand definitely outweighing supply. Instream video ads appear before (pre-roll), during (mid-roll) or after (post-roll) video content. The most familiar example of this type of advertising that you would see in your everyday life is when you watch videos on YouTube. These types of video ads vary in length depending on the device and platform they appear on, from 6 seconds to 1 minute. The standard lengths used in typical instream video ads are 15 or 30 seconds, very much reflecting linear TV advertising. This makes it easier to produce as a TV ad can be converted into an instream video ad to be displayed online on websites. The monetization of instream video ads, as with most other video advertising, is based on a CPM or a CPV pricing model. While you may be familiar with CPM, CPV on the other hand bases the cost around the completed video view as opposed to the impression.
Producing engaging content should be the top priority for publishers at pretty much all times. While it may be difficult to pinpoint what exactly that consists of, it’s without a doubt the make-or-break factor for any digital media business. A lesser known fact among industry circles is that you can actually generate way more revenue with even half the traffic, if you manage to attract an audience with high and frequent on-page actvity. In short, the higher the user engagement with your content, the more traffic your website generates and the higher your revenue opportunities are going to be.
Nowadays, web users around the globe largely accept videos as their primary source of information, education, and of course entertainment. Videos are easy to consume, grab people’s attention and perform better than pretty much any other type of advertising or content throughout the entire ecosystem. Not a lot of other formats have been аs successful and video has become an essential part of marketers’ toolkit for branding purposes, driving engagement and expanding their reach across the web. Consequently, that creates great monetization opportunities for publishers, but what about those who aren’t using video as their medium of choice? Luckily there’s an answer. Outstream video allows media owners to cash in on content in pretty much any format.