How do you find a monetization partner who will maximize your revenue, work in your best interest, and let you focus on the content that keeps your users consistently coming back? Most importantly, how do you evaluate them to be sure that they are delivering on your monetization goals?
When facing multiple choices, you have to select the one that best meets your unique needs. While a detailed analysis of your needs and requirements is a must, some factors are essential for every monetization partner.
Tailored Strategy and Approach
The best monetization partners are not using one-size-fits-all to optimize your revenue. What works for one publisher may not necessarily work for another. There are many variables that should be considered.
You should be looking for a partner that offers a thorough analysis, taking into account demand modeling and forecasting, pricing optimization, ad operations (ad ops), website optimization, and traffic behavior, as well as predictions about future traffic trends. This tailored, data-driven process is crucial for long-term website health – and revenue growth.
Demand Partners
Having as many quality ad buyers as possible is the key to monetizing your inventory to its fullest potential. While evaluating monetization platforms, look at the demand partners they work with. Keep in mind that there’s only so many ads that you can host on your website, so you need reputable buyers that will maximize your space and help drive better revenue for your digital properties.
Ad Placements
Each website is unique and therefore ad placement approaches should be tailored to each site. Maximizing revenue is a fine balance between considering the best performing ad units and user experience when planning your placements.
Having too many ads on your website makes it difficult for users to interact with your content, resulting in a poor user experience and “banner blindness”. The ratio between ads and content depends on the overall length of your content, page layout, and user behavior. Typically, ad density should not exceed 30% of the page.
Solutions and Technology
It goes without saying that you should seek a partner that is capable of meeting your expectations and requirements. Even if you are not certain about the required scope of work, their service should be encompassing the key aspects of ad ops and website optimization with a sound platform so that they can support your technical needs as they emerge.
User Experience
As a publisher, user experience is a top priority and a partner should prioritize that. A healthy user experience is a key determinant of your website performance and ad revenue. There are several ad and layout optimization criteria that your monetization partner should be aware of in order to ensure the best possible user experience, and with it, the best possible revenue.
360 Degree View on Monetization
Most ad monetization companies are essentially one-trick ponies. They focus on just one type of monetization channel, like banner ads. But there are many other types of advertising formats and monetization channels. Look for a monetization partner that can bring to bear multiple revenue channels as this can significantly increase your monthly revenue and positively impact your business.
Hands-On Support
In addition to a taking tailored approach to each publisher, hands on support may be the most important criteria that could be a make-or-break point for publishers. You should be able to get timely support on any technical, ad optimization, or business concerns. Your ideal partner should proactively search for possible issues and resolve them before they affect any area of your business.
A monetization partner that is focused only on aggressively bringing on new business doesn’t invest time and effort to provide ongoing custom and comprehensive support to their existing clients. This business model is about getting as many publishers on the platform as they can with the least amount of effort expended to drive their own revenue, which ultimately doesn’t serve the interest of the publisher.
These are some of the key considerations for what to look for when evaluating what monetization partner to work with. Ultimately, it’s about who will maximize your revenue, work in your best interest, offer ongoing support, and allows you, the publisher, focus on managing your site and taking care of your users.
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