The very first step to any header bidding setup in DFP is planning. Because many of the elements and settings you create in DFP can be duplicated in mass, saving you tons of time, it is crucial to make sure everything is up to spec from the very start.
When a user visits the website, the header bidding script in the head of the web page “sees” this user and sends a request to all of the integrated partners (SSPs and exchanges) simultaneously. At this time, each partner initiates an auction with their DSPs. The DSPs then return their bids for the impression and the winning bid is returned to the ad server so the ad server can determine the final line item to serve. The marketer’s ad server is called with the final line item and the ad creative is returned via CDN and loaded on the page. Notice that the workflow of this process is very similar to that of a waterfall except all of the partners are called simultaneously instead of routing the call through a number of passbacks from partner to partner.
If you’ve not heard of it before, header bidding is something you should keep an eye on. It’s a new ad optimization technique that has the potential to turbo most your ad revenue, but that at the moment is only being used by larger publishers. In a nutshell, header bidding (which is also known as auction in the header) raises ad revenue by re-inventing how ad networks and exchanges bid for your inventory. It does this by placing code on the header portion of your site, which then requests and receives bid prices from all your ad partners at the same time every time someone visits your site.
Header bidding, also known as auction in the header, enables publishers to receive and simultaneously evaluate real-time bids from advertisers. Unlike a traditional waterfall, header bidding encourages competition between SSPs and allows for a single unified auction. For publishers, this means higher overall yield. “Rather than just choosing between the open exchange or private marketplaces, the smartest publishers are developing hybrid optimisation strategies that fit their specific business needs,” says says Tim Cadogan, CEO of OpenX. “The trend of header bidding will continue to accelerate and leading solutions will separate from the pack.”
Price floors act as if-then statements where publishers get to determine which ad campaigns are allowed to bid for each ad partner. Publishers use price floors to tier their ad partners when organizing their ad stacks. When a publisher sets a price floor, they are effectively preventing advertisers from bidding on their inventory. The natural effect of raising a price floor is an increase in CPM. So why wouldn’t all publishers put a $10 price floor on all of their ad tags and drive CPMs through the roof? Fill Rate.
After speaking with a lot of publishers about ad stack optimization strategies, we realized that a lot of you don’t know how best to organize your ad stack. We put together some quick tips for you to follow when organizing your ad stack. By working with multiple Ad Networks, you’re able to better leverage their collective scale to further benefit your ad performance.
SEO, or “Search Engine Optimization,” basically determines how visible your site is on search engines. Every search engine uses an algorithm to determine what websites show up and what order they are shown based on what was looked up. SEO is the practice of building and promoting your website in order to be placed as a top result. You could pay for to be one of the “sponsored” results but SEO is all about producing organic, unpaid results through keywords and link referrals. Through my research of SEO I found a several free tools that were repeatedly recommended by professionals and online communities. I listed a few below as I believe they are useful in both implementing and understanding SEO.
As with any other business, there are two approaches publishers can take to grow their revenue: grow their current business and acquire new business. Or in this case, better engage current readers and attract new readers. Many times publishers find that by focusing on retaining their current readers they also begin attracting new readers in tandem. So today, we will focus on 4 key performance metrics that publishers can use to understand and better monetize their current readers.
If you’re a publisher looking to monetize your website through some form of online advertising, you know that deciding which ad partner to run with is no simple task. If you want to be successful in monetizing your site, you need to do some research on what options are actually out there. Why is it so important to pick the right ad partner?
Like you, I’m in the business of creating content. We both need content to attract new consumers, nurture current readers and grow our customer base. When I jumped into this role I went on a rampage of creating all kinds of one-off pieces for our Publisher Services team. After we had a month of content under our belts, my manager asked me to write up a report on how our content was performing. I pulled some reports in Google Analytics and our social media platforms and presented the data. We realized immediately that we were focusing on the wrong topics. It turns out that a majority of our readers were interested in a topic we had only briefly discussed. They were also coming in on mobile devices, not desktop...