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5 Winning Mobile Monetization Strategies for Publishers in 2017

5 Winning Mobile Monetization Strategies for Publishers in 2017

1) Adopt Programmatic in selling mobile inventory   Mobile Programmatic is on the rise. Smartphones comprise 71% of all mobile programmatic transactions in Q1, according to Econsultancy. With the automation of ad buying and selling, plus the fact that people are more into their mobile devices versus any other platform – signal a direction for publishers to make in 2017: Use programmatic technology in selling your precious mobile inventories. That’s where advertisers are pooling in their marketing budgets.   Related: Programmatic Advertising Trends in 2017 for Publishers   2) Tap Mobile Video Content   Almost any marketer will tell you that video will make it big in 2017. Video perfectly matches the mobile channel because of users’ high engagement rates in mobile. People are more engaged in mobile activities, as compared to desktops. So running video content in mobile is a must for publishers. Just make sure that it doesn’t sacrifice user-experience, i.e. – will not auto-play, will not significantly slow down page load time, will not display intrusive ads.   In the US alone, mobile video ad spending is expected to reach $6.72B in 2017. Source: Smaato   3) Optimize for mobile-first     Image credit: worldwebms.com   Mobilegeddon, Google’s mobile algorithm has forced a lot of publishers to be mobile-friendly in order to enjoy positive rankings. Google has even announced that search index will look into the mobile index first before displaying search results to users. In 2017, the game is high for user-experience. As a publisher, make sure your page load times are at optimum levels. Provide clear and easy navigation directions to your readers. Avoid...
Doubleclick Penalized Bad Ads and Publishers: Make sure it doesn’t happen to you!

Doubleclick Penalized Bad Ads and Publishers: Make sure it doesn’t happen to you!

Google and Doubleclick have been notorious in taking down bad ads – and for a good reason. We all want a safe, and useful world wide web. Since 2015, Doubleclick has been banning harmful ads in their network. In July last year, they made an objective to take down all payday loans ads because most are scammy. Google has also been taking huge steps to free the web from ads that install harmful software in your browser or computer. To make sure they catch these, they’ve enhanced their technology to spot and take down “trick to click ads” much faster. The result? 112 million “trick to click” ads have been put down in 2016 – a whopping six times larger than the number of ads Google has banned the year before.   Is this good news for you as a publisher? Definitely! You and your users will gain more confidence in your site when we have these safe measures in place. All in all, it improves user experience for everybody.   As a publisher, the course of action for you is to make sure your network is safe from bad ads so you are aligned with Google’s policy. Check out the types of bad ads below that you should steer clear of:   Illegal Products and Activities Policy is clear against certain pharmaceutical products, as well as gambling activities. These are not permitted in the Google network. There are only a handful of countries that allow gambling-related ads.   Misleading Messages Check the ads that serve on your site and review if they are misleading users with their content....
Programmatic Advertising Trends for Publishers 2017

Programmatic Advertising Trends for Publishers 2017

We work with hundreds of publishers, and know a lot of them wants to get into Programmatic with the right mindset and strategies. Our premium publishers enjoy the expert management of our ad ops team, but that doesn’t mean you can stop learning about programmatic. In fact, we encourage publishers to understand how this rising trend affects their ad repvenue. In today’s post, we will delve into the ultimate list of programmatic advertising trends in 2017 that Publishers should watch out for.   Budgets will increase for Programmatic Programmatic is the fastest-growing channel in the entire digital advertising ecosystem. Needless to say, the budgets dedicated for them grows in parallel. eMarketer predicts that in 2017, total ad spend for programmatic display will comprise 58% of the total trading market. Advertisers are seeing the value to a more democratic, automated buying, rather than direct selling. Publishers benefit because they can sell inventory at scale (i.e.automated selling) and is now able to accommodate a variety of demand sources. Because programmatic ad spend will increase, so as the publisher’s opportunity to earn more from ads.   Adoption of multi-device Programmatic In this modern age, people are omni-present in multi-devices. Users are not glued to their desktops to consume content. Hence, marketers have adopted a multi-device programmatic strategy in their campaigns. For the publisher, this means more ad revenue generated when you open up to programmatic selling of your inventories for various channels. Video programmatic, in particular, comprises 60% of the total US ad spending. That in itself poses an opportunity for publishers to optimize their video inventories.   The rise of mobile...
5 Missed Opportunities in Native Advertising for Publishers in 2017

5 Missed Opportunities in Native Advertising for Publishers in 2017

Native is one of the most popular ad types today because it’s seen as more user-friendly, ad block-friendly. For brands, on the other hand, it’s been proven to cause brand lift. Now, that video content is in, native ads in video format is fast becoming in demand.   But what if publishers like you failed to tap into this promising ad type? It’s sure to be a losing game! So today, we bring you the top 5 missed opportunities in native advertising for publishers who fail to include it in their monetization strategy this 2017.   #1 – The mobile channel revenue opportunity   The increase in mobile usage has slowed down a bit, but it has surpassed desktop since 2015. Mobile presents a massive opportunity for publishers to monetize this channel’s inventory, especially since programmatic mobile campaigns are on the rise [link this to the blog post: Top Mobile Publisher Trends in 2017]. However, pop-ups and interstitials might meet their nemesis in Google’s anti-interstitial algorithm rolled in January 2017. It aims to combat intrusive ads. This is the opportunity for native ad usage in the mobile channel. You have revenue options for your mobile inventory, aside from traditional pop-up ads.   #2 – The chance to take advantage of reader engagement   When you see your stories getting high engagement levels (especially on mobile), it is recommended to include native advertising in your monetization mix. Related stories or content recommendation widgets – that appear at the end of an article leverages user-engagement. The reader has already bought-in to your site. S/he is interested and is more receptive to...
How to Fix a Rejected Ad Request Error in Ad Exchange

How to Fix a Rejected Ad Request Error in Ad Exchange

Ad requests errors are naturally bad for your business. When Ad Exchange detects an ad unit targeting a wrong URL, it results to a rejected ad request. In effect, Adx will serve blank ads – empty ads that blend into your site’s background. When there are too many rejected ad requests, you won’t see ads on your site! Ad Exchange reports these errors via alerts in your account. Click on the alert link to see how many of these were accounted for.   The revenue impact is huge if rejected ad requests happen in tens of thousands for your site. As mentioned earlier, it can mean that you won’t be able to see any ad on your pages. Two main reasons cause rejected ad requests. One is when your content is contained in an iframe. The ad code inside an iframe is not detectable by Google – hence ad information cannot be determined. The second reason is when you’re using a SSP or a Supply-Side-Platform (i.e. ad server). In this case, contact your SSP provider to make sure the right site information is fed to your ad requests.   In order to resolve this for Ad Exchange publishers, follow the three options below:   Note: The method used to fix rejected ad requests depend on the domain that cause the errors; and the type of ad code used. In this article, we will cater to Adx publishers.   1) Ad Request Errors from googleads.g.doubleclick.net   First, you need to create a folder in your site’s root folder, and name it as: /doubleclick Go to //storage.googleapis.com/support-kms-prod/SNP_2621920_en_v3 to download the file:...

Top 5 Non-Standard Ad Revenue Streams to Boost Your Revenue in 2017

Non-standard ad units prove to be great additional ad revenue streams. Usually, your ad network would suggest that you use these non-standard ads when they sell so well. It’s a good idea to try them out especially when the ad network has proven track record of performance for your site.   Here are our basic tips:   Incremental revenue stream on top of your standard ads Desktop usually pays 2-3x more than mobile. But in very special cases, it’s the other way around. It all comes down to demand. Most non-standard ads are non-100% fill Ad network representatives would usually specify geo targeting Rates could vary per device, geo, ad size, ad format   1) Anchors or Sticky units This unit is widely used by a lot of publishers. Depending on the size, it is less likely to be intrusive compared to other non-standard ads. It stays at one spot as users scroll giving users the freedom to navigate through content. CPMs may vary across devices but would usually range between $0.50 to $3 depending on your traffic.   Sample ad networks offering anchors/sticky:   Tynt Adiply Kixer Netseer Brightcom Gumgum Infolinks RhythmOne Imonomy   Related: Lesson 4: Using Anchor Ads for Mobile   2) Video In-content / In-read / Outstream units   Expandable ads could push content in various directions depending on how it is implemented. The most widely used is the one deployed within content. This is particularly useful when the site has sufficient text content where there is longer user time per pageview. When users are highly engaged, it gives the expandable ad the chance to...

How Will DFP’s Downloaded Impressions Affect Publishers?

  In October of last year, we wrote about the new standard in DFP impression count: Downloaded Impressions. The goal is to standardize impression counting, as recommended by IAB. This proves to be highly beneficial to both publishers and advertisers in a lot of ways. Particularly for publishers, it spells better campaigns and increase in ad revenues – but there are adjustments to make, especially in terms of site and ad optimization.   Related: What is Downloaded Impressions?   For starters, here’s the timeline from Doubleclick as they roll out this new impression count mechanism:   Phase 1A [February 6th, 2017]: DFP reporting will add a metric called “Ad server downloaded impressions” to allow you to see the difference compared to current served reporting metrics.  For accuracy, this metric should only be queried for data post-February 1, 2017. To help you use this metric, we’ve created a new System Query called ‘Downloaded impressions’. Phase 1B [early-March 2017]: DFP Active View Eligible impressions will use “Ad server downloaded impressions” instead of “ad server impressions”. This will likely increase Active View viewable % metrics in DFP reporting for most publishers. Phase 2 [March 2017]:  AdX backfill in DFP will be counted using downloaded impressions Phase 3 [Early Q4 2017]: Downloaded impressions become the measurement of record for DFP. Publishers will be able to bill advertisers for downloaded impressions.   Note that counting of the Impressions metric in DFP will not change until Q4/2017 at the earliest. Until then, downloaded impressions will be provided as a separate metric alongside the existing impression metrics. Here’s how Downloaded Impressions will affect publishers and how...

Top 5 Must-Do’s for Publishers 2017

There are a lot of changes happening this 2017 and it’s a great time to 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 dictates whether that said eyeball is valuable or not. So, look at the placements you...
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...