In the last few months, Google has released several algorithm updates and we are reading a lot on the topic lately. Most of us are trying to figure out how it will affect our day-to-day work. What its reflection will be on the digital advertising industry and mainly, how it will impact publishers and their website traffic, consequentially their revenue. Well, don’t worry, it is not as crazy as it looks. We will try to summarize and simplify it in the next few paragraphs.
If you’re a publisher, there’s no way you haven’t heard of Ad Block before. But in today’s world of digital publishing, you can’t talk about ad blockers without mentioning user experience as well. It’s no coincidence that Google has been going hard on poor UX but rather a response to the real risks to the industry, revealed by the introduction of ad-blocking tools.
Auto refreshing ads have existed for a long time, but it hasn’t really been a mainstream practice until recently. In the past, publishers would use auto-refresh as a “trick” to boost their profits. Therefore, it didn’t really appeal to neither advertisers nor users. The truth is, however, that auto-refreshing ad exists because there’s a necessity for it. There are many monetization challenges that media owners can encounter. At a certain point, traditional methods just don’t cut it. That said, this technology has evolved quite a bit over the years. Today we’re looking at full-featured solutions that address most of the concerns of the past. Of course, there are still some risks you should be aware of. Let’s take a deep dive into refreshing and see how it can be implemented correctly.
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.