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Top 5 Must-Do’s for Publishers 2017

It’s the middle of this year’s 1st Quarter and we’re hoping all of you publishers out there are doing great. It’s a great time to try out new things and tweak to get better results. Here’s our list straight from our Ad Ops experts on what you must be doing this 2017: 1) Google Ads Per Page limit lifted On August 2016, Google released an announcement lifting the ads per page limit for all AdSense and AdX display ads that publishers can use. The only rule of thumb Google highlighted is that the ads should NOT be more than the actual page content and should be proportional to the actual content on the page. This is great news if you have big white spaces available because you have long form content on your site. This is the perfect time to test out another ad unit or two. Related: How to Optimize Ad Unit Sizes For New IAB Standards 2) Run Flex Sizes to take advantage of Free DFP Google offers an ad server for free and it’s time you take advantage of it if you haven’t yet. DoubleClick for Publishers is perfect to traffic multiple different sizes in one ad slot so you can set up a pricing auction for these different sizes to pump up competition and increase publisher revenue. 3) Viewability – Active Viewable % One of the most important metrics in determining the effectivity of an ad is Active View. Viewability is measured in 2 different ways 1) how much % of the ad was seen and 2) how long was that ad seen. These 2...
3 Examples that Prove Data Trumps Your Instincts

3 Examples that Prove Data Trumps Your Instincts

This is a guest post from Roy Peleg,CEO and co-founder of FirstImpression.io. How many times have you been told to trust your instincts? We’ve all heard that instincts are often right. That they’re based on accumulated experience. That they ensure our survival and ability to respond quickly.   But when it comes to business decisions, quick mental shortcuts can be dangerous. Despite 15 years experience in online publishing and advertising, the level of granularity that is needed to achieve basic goals still surprises me. Every website is different, from its unique page layouts to user behaviors. And the whole online space is changing so rapidly, from screen sizes to user expectations, that each website should constantly be optimizing its ad monetization strategy. The results of digital advertising are difficult to predict. In this industry, data must trump instincts. Here are 3 common publisher assumptions that I regularly come across. They may indeed be true for your website. But if you don’t test, you don’t know.   Assumption 1: The more ads on a page, the lower the performance of each one.   This assumption holds true as a very general rule. You know the theory: the more ads on a page, the greater the competition for a user’s precious attention, and the less attention that user pays to each ad. The reality is more nuanced. Different combinations of ad products affect each other and the user experience differently. Certain ad products in certain situations can increase the performance of other ad products on a page. Take as an example a large entertainment news site that FirstImpression.io recently started working with. After...

How to Optimize Content for Higher CPMs in Adsense and Ad Exchange

High ad viewability is the necessary evil to increase your CPM rates. Ads that are not seen, do not earn. The bad news is that based on a Google study, 50% of all display ads are not seen. But the good news is, more and more publishers are moving towards improving ad viewability. Key to that direction is actually content optimization. Here are some ways you can optimize your content and overall site layout to get higher CPMs from Adsense and Ad Exchange. 1) Allocate high-engagement areas for both content and ads You know your heatmaps so take a look at your high-engagement areas. Optimize the content you place there, alongside ads. Chances are, you get more eyeballs reading your content  and viewing your ads. High-engagement areas can be above-the-fold, below-the-fold — like at the end of an article where you can place native ads. 2) Implement “Lazy-loading” content and ads This mechanism allows content and ad to load only when the user is actively present in the area. So the rest of the ads on a page will only load when the user scrolls. This decreases page load time (hence avoiding users to exit the site); as well as making sure ads are seen and won’t compete with other elements of a page. Lazy loading decreases impressions that are out of view. 3) Minimize iFrames The viewability levels of ad tags within iFrames cannot be measured – unless you use friendly iFrames of SafeFrames. So as much as possible, reduce the use of this HTML element onto your page to boost viewability and CPM rates. 4) Go mobile-responsive...
5 Steps to Improve the Speed of your ad Placements

5 Steps to Improve the Speed of your ad Placements

We have been writing about speed these days – and why not? Speed is everything, especially in the mobile ad game. Ever since Google introduced their mobile-first algorithm, publishers moved in automatic rhythm to follow-through. As we all know, a faster site = increase ad revenues. If you have practised our tips on how to make your site load fast, this time we are sharing how you can make your ad placements speed up! 5 ways on how to increase the speed of your ads:   1) Review your Passbacks Waterfalling or using passbacks is common practice for ad optimizers. However, this kind of setup has caused ‘Latency’ – which decreases ad viewability. To combat this, do a regular check of your passbacks. Identify which ad servers are contributing to latency. Better yet, go for header bidding technology.   2) Configure Lazy Loading Lazy loading is a method where ads only show up when the user is present at that particular content area / section of your site. The ads will load one by one as you scroll down the page, hence a footer ad appears only when you are at the bottom part of the site. Lazy loading is sometimes referred to as ‘Smart Loading’. It makes sure ad viewability is top performance.   3) Inline CSS HTML best practices tell us that calling an external CSS file is best to keep a good content-to-code ratio. However, if you are going for speed, better to create a <div> to house your ads. Split the CSS by having a separate inline CSS for above-the-fold (ATF) ad placements. Hard-code the...

How to Avoid Sending Personally Identifiable Information

In this new age of ultra-connectivity, you may not know you are already giving out personal information to others, worse – you might already be giving out personal information of your users. We should make sure we are not sending out Personally Identifiable Information or PII. What is Personally Identifiable Information? PII is pretty much any data that could potentially identify a certain person. Anything that can be used to distinguish one person from another and can be used for de-anonymizing data can be considered PII.   PII can be classified as Sensitive or Non-sensitive. Non-sensitive PII can be easily gathered from public records, phone books, corporate directories, and websites. It can be transmitted through unencrypted form without resulting in harm to the individual. Sensitive PII on the other hand, includes biometric information, medical information, personally identifiable financial information (PIFI) and unique identifiers such as passport or Social Security numbers. This could result in harm to the individual whose privacy has been breached. According to Google policies, no data should be passed to Google that Google would recognize as personally identifiable information (PII) to protect the user privacy: “To protect user privacy, Google policies mandate that no data be passed to Google that Google could use or recognize as personally identifiable information (PII). PII includes, but is not limited to, information such as email addresses, personal mobile numbers, and social security numbers. Because laws across countries and territories vary, and because Google Analytics can be used in many ways, consult an attorney if you are in doubt whether certain information might constitute PII or not.” How to avoid sending...

Top 5 Types Of Malware To Look Out For

In our increasing demand for the essential resources on the web, we expose ourselves to a lot of risks that might endanger the functionality of our computers. Even worse, we can give hackers the opportunity to steal our valuable information. One of the most brutal programs out there is “malware” – short for malicious software. But, what is “malware”? These are programs that look legit and most of the time will lure the users to download them. One of the most common ones uses promos or prizes that look very attractive as bait to make users download them to their computers. The intention of malware is to access the computer or do actions without the consent of the owner. For the most part, software is considered malware in view of the aim of the maker as opposed to its real elements. Malware creation is on the ascent because of the sheer volume of new sorts made day by day and the draw of cash that can be made through composed web wrongdoing. Recently, a lot of malware is made for forced advertising (adware), taking touchy data (spyware), and the list goes on and one. Here are the 5 most notorious malware that everyone surfing the web should be aware of and protect themselves from. Win32/Crowti A group of ransomware that tries to scramble the records on a client’s PC or square a client’s entrance to the PC and request installment to open it. The extortion plan is exemplary: Win32/Crowti makes you pay for reestablishing your PC. This malware thumps on clients’ entryways as a form of email spamming. In addition,...

How Can Publishers Earn More from Micro Moments

  Micro-moments on mobile is all about intent. People’s behavior today has contributed to the lack of blank space. Everywhere, any time, users take hold of their mobile device to satisfy a certain need. This sets the stage for publisher success. But how? Content when they NEED it fast! Publishers do not need to feed their content when people read an email from the phone, post a status update, or check off another task in their reminders. The underlying element that drives success in micro-moments is the intent of the user and your content’s visibility. What information are they seeking? And how can you better serve that information – on mobile, in an instant! Here are a few of the opportunities that some publishers took advantage of: 59% of millennials dads who seek parenting information online use mobile. In fact, baby-related searches have grown 52% yearly, as per Google. 41% growth in mobile movie trailer searches was recorded in the first half of 2016. 59% of millennials use their smartphones or tablets while cooking up a dish. Related: How is Micro Moments Shaping Consumer Behavior? Certainly, there are huge results in mobile ad revenues following the kind of intent-behavior and engagement people have when utilizing their mobile device. Case in Point: The Home Depot. Over 8x in-store ROI was achieved by mobile ad spending. Publishers that displayed their mobile ads (which featured mobile location extensions) – generated a lot of clicks and sales for the brand. How do you reach the right audience at the right time? There are two major points to consider: 1) Provide content for “I-want-to”...

How Write Better Using A Readability Score

So you’ve written the perfect article. Everything’s there – great title, eye-catching photo, and all the information that people want. Except when people read it they don’t really understand most of it. They end up leaving your site with a headache. Perhaps it’s time to use a Readability Score. What is a Readability Score? A readability score is a computer-calculated index which can tell you roughly what level of education someone will need to be able to read a piece of text easily. – Readable.io There are several algorithms for these and they calculate sentence length, syllable count, word length, and others to come up with their measurements. One of the most common algorithms is the Flesch-Kincaid, which is the one we use also, and it’s two core measures are word length and sentence length. What is a good Readability score? Of course, you’ll have to take into account who you’re writing for before we can answer this. Writing for university graduates and kindergarten students would be quite different. But to put it simply – the shorter and simpler the words score higher, and the shorter and more concise the sentence the better. The better the writing, the better user experience and hopefully it ends up in conversion. And according to Readable.io – For grade levels, the result of most of the scoring algorithms, the score corresponds roughly to the number of years of education a person has had (based on the USA education system). A grade level of around 10-12 is roughly the reading level on completion of high school. Text to be read by the general public...
How to Use Adsense Mobile Revenue Calculator to Increase Ad Revenues

How to Use Adsense Mobile Revenue Calculator to Increase Ad Revenues

This is a mobile-first world. People want information at their fingertips in an instant. That is why mobile has become a major driver of ad revenue for publishers. The surge in mobile usage is phenomenal and here to stay. Sadly, not all websites are mobile-ready. For those publishers suffering this plight, that also means losing thousands in ad revenue. Related: UK Publishers Earn the Most from Mobile Ads If you’re not convinced, check out the Adsense Mobile Revenue Calculator here to find out how mobile site speed affects your revenue opportunities. Before you get started with the mobile revenue calculator, make sure you perform these steps: 1) Find out your mobile site speed from WebpageTest.org. Under Advanced Settings, choose the connection type: Mobile 2) Log on to your DoubleClick Ad Exchange or AdSense account and take note of your: Average eCPM, monthly mobile ad requests / ad queries, and match rate. 3) Plug in your mobile site stats in the ad revenue calculator. It will look like the one below: The chart above shows the indirect correlation of reduced mobile page load time and annual revenues. This illustrates not only how much money you can earn from reducing mobile page load time, but how much you can LOSE if you don’t optimize mobile page speeds. Remember that more than 50% of mobile visits exit your site if it takes more than 3 seconds to load! User experience is king if you want higher site and ad engagements, repeat visits, and less bounce rates. Now the question is: How to optimize mobile page load time to increase ad revenues? 1)...
How To Deal With Forced Redirect Ads

How To Deal With Forced Redirect Ads

Redirect ads are one of the most annoying issues publishers could ever experience. Sometimes you wouldn’t know the problem until it occurs. It’s hard to stop ads at the point of delivery. What are redirect ads? Redirect ads are when users click a link to read a news article, or use one of the mobile apps they’ve already installed on their phone, and it automatically sends them to a site that they didn’t intend to go to. This problem has something to do with third party ad networks that run auto-redirecting ads on the sites and apps, which could be hard for the publishers to detect and block because advertisers sometimes change their ads’ behavior after they’ve been approved. How do you prevent redirect ads? If you have header bidding partners, turn off one at a time (it depends how long you want to turn it off) and see if redirect ads are still appearing. If they’re still showing, try another HBS partner until you catch which partners cause the redirect ads. Once you catch the HBS partner, email them immediately and ask to block the advertisers that deliver redirect ads. As much as possible, list down the URLs of redirect ads and provide this to the network partner. You can also do this on  other networks you are working with. Another option is using products like the Media Trust’s Mobile Scanner that can automatically detect ad redirects. They basically run your ads periodically and check if there are any questionable content or unwanted redirects and will send you the full log of info. But obviously there is a cost...