Ad Ops is constantly evolving—the industry isn’t what it was a year or even two years ago. Big data is a large driver of this evolution with its increasingly important role in the latest technologies available. Ad ops professionals are now responsible for overseeing data and providing insight into measuring ad effectiveness and recommending strategies for ad optimizations. Data has become vital to Ad Ops.
At Sortable, we value our participation in conferences and industry events as they are crucial for ad ops and our publishers. The industry is constantly evolving and it’s important to discuss the latest trending topics and be inspired by thought leaders in the industry.
Viewability is one of the most important metrics publishers can optimize towards because the first step in driving brand engagement for advertisers is to ensure campaigns are seen by users. Advertisers use several key performance indicators (KPIs) to help measure the performance of their digital campaign spend. Compared to traditional advertising forms like radio and print, digital advertising offers unique opportunities for brands to understand how audiences engage with a brand via an advertising campaign. Advertisers measure performance through metrics that promote interactions with a brand such as the number of clicks on a banner or the amount of on-site purchases made after seeing an ad campaign. Since publishers often don’t have insights into the performance of advertisers’ campaigns, the best approach is to optimize for metrics that publishers can control which encourage buyer KPIs are met (such as viewability).
As the new quarter begins, you may have noticed a drop in your CPMs. Seasonality (looking at how you—and the ad industry—are affected by the time of the year) impacts advertiser spend and thus, CPMs. While some verticals are impacted more than others, it’s important to understand how seasonality affects CPMs as they play a key role in forecasting and predicting revenue, and benchmarking.
User experience (UX) refers to an end user’s interaction with a brand, its products, and/or its services. For publishers, good user experience means that visitors will read a whole article, enjoy it enough to share or come back for more, and view some ads along the way. Ads must be relevant to a publisher’s audience and in particular, unobtrusive. The last thing a publisher wants is for a reader to be offended or aggravated by an ad, causing them to leave.
At Sortable, our Customer Success teams spend a big chunk of their time looking for ways to optimize our publishers' performance, which often comes down to trying to drive up programmatic CPMs. If you're just starting out on your journey of increasing CPMs, we've travelled this road before. We've developed a map of sorts, and come up with several reliable strategies to increase your CPMs. And we want to share them with you, because your success is our success.
Digital publishers are always striving to optimize their web properties. In this webinar, we discuss real examples and industry trends that publishers should be paying attention to in order to maximize their display ad revenue and UX.
Sortable's ability to provide deep insights using our industry-leading technology platform and big data has been resonating with our customers. The way we do business directly aligns with the industry trend towards increased transparency within the digital advertising space. Our continuing goal is to shape the ad industry through technology, transparency, and partnerships with web publishers to reward web publishers do what they do best—create great content.
We are excited to share that once again, we've achieved a stellar ranking on both the annual Deloitte Technology Fast 50 program for Canada and the Deloitte North American Technology Fast 500 for 2018. This is our third year in a row, and we couldn't be more thrilled!
Online, it can seem like the geographic borders of information and e-commerce are becoming more and more blurred. But as a digital publisher, if you’re serving ads to audiences in the US, Canada, or the European Economic Area (EEA)1, it’s good to be aware of regional privacy and data collection, processing and disclosure laws, and how each change with different countries.