As the new year approaches fast, we're thinking about what trends will surface in 2018. In this instalment, Ashly Knox, our Head of Sales Engineering, shares his thoughts on the plight of publishers.
We return with our second installment of ad ops conferences to attend for the year.
Most of our picks from last year are back, and we've updated the dates, locations, and costs for each. These events are great places to stay up-to-date with the ad tech industry — what to expect, what is important, and where the industry is headed.
One of the benefits of working with a large number of publishers is that we’re able to gain a deep understanding of their unique needs. As we’ve learned more about how publishers set up their ad stacks, we’ve realized that there are a lot of points that we cover over and over again.
The computerization of the finance industry began in the 1970s when they began to use computers to efficiently route orders through the exchanges. Realizing the utility of these machines, they added tasks and responsibilities to these automated systems in order to speed up processes that were traditionally completed by humans.
Have you ever wondered if the price floors and other preferences you set in your Google Ad Exchange (AdX) settings actually affect the performance of your campaigns? Well, we were curious, and so we managed to find data that indicates to what degree setting pricing rules for direct response campaigns could actually change the campaign’s performance.
Above the fold (ATF) inventory has always been in high demand and at a premium. Advertisers want to ensure that their brand creatives are highly visible, located front and center when a visitor lands on a page. It’s assumed that these high visibility slots will also pay high CPMs (Cost Per Thousand), and publishers are often eager to stuff their pages with above the fold inventory in an effort to capture those high CPMs. But are all above the fold slots created equal? Are ATF slots the only way to ensure high CPMs? And are the ads even being seen?
As a publisher, you probably think a lot about optimizing and improving both your advertising operations and the revenue that you generate from ads. It might keep you up at night, pouring over CPM data and trying to do side-by-side comparisons of different advertising options.
Back in January, I posted the findings from an experiment we ran to measure what happens when you increase the number of header bidders, and how that impacts CPM. We found that there is a strong correlation between increasing bidders and increased average CPM performance; we saw a 58% increase in CPMs when running 6 bidders versus none.
As publishers, we must monetize, and those of us who aren’t in a monopoly position à la Google or Facebook are at the mercy of a fragmented and messy, but necessary, adtech ecosystem. It’s how thousands of us make money and it certainly has its problems and frustrations.
Ad operations moves really fast. As a publisher, it can feel like you never quite get ahead-as soon as you finally get the hang of the latest ad technology or optimize your revenue, something new pops up and you’re back to testing and tweaking all over again.