Digital channels continue to drive global ad spend growth. With the increasing demand for online ad inventory, publishers are lookig for various ways to increase their own ad revenue potential.
There are several approaches to revenue optimization for websites, however, it’s important to note that not every strategy fits every business.
Access to Premium Demand
Publishers can use a publisher monetization service or platform to access premium demand without getting involved in the process of sourcing and negotiation the demand themselves. Most publisher monetization companies spend years forming strong relationships with demand partners, so you don’t have to.
Ad Testing
Ad testing involves experimenting with parameters such as ad type, format, size, placement, and more, and analyzing their performance against key metrics, such as effective Cost Per Thousand (eCPM), Cost Per Click (CPC), Clickthrough Rate (CTR) and Revenue Per Thousand (RPM). Publisher monetization services can provide hands on optimizations backed by expertise and technology to deliver better revenue.
Ad Placement Optimization
Where an ad is placed – Ad Placement – is as important as the quality of the content on the page itself. Publishers need to determine the right placement based on their unique content, page layout, and audience. A better placement strategy should improve user experience, ad viewability, and ultimately, overall ad revenue.
Header Bidding
Header bidding is an advanced programmatic advertising technique also referred to as pre-bidding, and offers publishers a way to simultaneously offer ad space out to numerous Supply Side Platforms (SSPs) or Ad Exchanges at once. It’s an effective revenue optimization strategy as it helps to bypass the inefficiencies that keep websites from finding the best prices for their ad space inventory
While a technology like header bidding is rewarding, the setup can be technically intensive. From adding demand partners, setting up auction timeouts to automating reports, header bidding requires a dedicated person (or a team) to make sure everything is running smoothly.
Benefits of Working with an Publisher Monetization Service
- Access to optimization experts, eliminating all the guesswork
- Fully managed ad operations
- Dedicated account manager
- Increased ad revenue, decreased workload
Identifying and implementing the best ad revenue strategies is not an easy task, but working with a quality publisher monetization service is often the best bet for publishers who either don’t have the expertise or the time to do it themselves.
Many publisher monetization services use a one-size-fits-all approach and simply replicate the same approach for each of their clients. Publishers should choose who they work with carefully consider the types of revenue optimization strategies that will work best for them.
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