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.
Ad mediation is a hot topic in ad operations these days, and is being touted as the next big thing for maximizing revenue. Publishers have several options when it comes to partnering with a vendor to help fill their inventory, but not all mediators are created equal. Some (like Sortable) are better than others.
A common complaint from publishers is that they don’t get enough creative control over the programmatic ads that appear on their sites. Customizing AdSense settings, however, is one area where publishers can exercise some control over how ads look. Since AdSense allows publishers to customize the color settings for text ads (see guide at the end of this article), we decided to run an experiment across our network of sites to see how different color themes impacted ad performance.
Halloween has traditionally been the scariest day of the year. Skeletons, ghosts, goblins and witches roam the streets, creating mischief and chaos. While we’re grateful that we only have Halloween once a year, many ad ops professionals run into different kinds of demons every day. Ad blockers, ad networks, and low CPMs haunt ad ops folks all year round. But ad ops doesn’t have to be scary. Sortable can help you manage the things that keep you up at night. Except the monster under your bed - we can’t help with that.
Ad visibility is still a key concern for many brands and publishers. But banner ads have a bad rep: being inexpensive to produce (and often sell) publishers load up pages, and years of bad advertising has created wide-spread banner blindness among consumers. One study by Infolinks found that upwards of 86% of advertising on a given webpage is ignored. This is problematic for all parties. For brands, not only is it difficult to measure the effectiveness of advertising when it isn't internalized by the end user (how do you ask whether an ad resonated if the person doesn't remember seeing the ad?), but it also means their ad dollars are seemingly being wasted online, with campaigns struggling to result in sales or conversions. For publishers, this devalues the real estate on a webpage: less effective media commands less in revenue.
Today is DF-Day folks that is Death of Flash day. Today Google Chrome turned off their support for Flash ads. Google’s decision to move away from the ad format will have the widest-reaching impact as Chrome accounts for roughly 45% of browsers currently in use.
It goes without saying that optimizing your website is a complex topic, with what feels like an nearly infinite selection of best practices, guides, and tools. When you’re dedicated to using the best practices to produce a quality site, it’s hard to know if you’re leaving any stones unturned. We feel your pain and present you with our list of the top 5 website optimization tools.