When it comes to picking the right ad management partner, publishers need to consider a lot of things – your audience, the tone of your ads, the message you’re trying to send. But with so many choices out there, how do you know who is the best ad management partner for you?
In addition to creating amazing content on your website, you should demand results from your ad management partner as a publisher. In this post, we’ll take a look at some of the factors you need to consider when making your decision, and give you some tips on how to find the best ad management company for your business.
So whether you’re just getting started in advertising or looking to switch providers, read on for insights that will help make choosing a partner easy!
1. A Strong Industry Network
Top-rated ad management companies always have a strong network across a broad range of industries – companies with which independent publishers cannot network.
The platinum standard for ad management companies having a strong portfolio is them being Google Certified Publishing Partners. Google has thoroughly scrutinized its business practices, products, and customer service, and is known for standing strong with publishers.
Make sure you double-check if your ad management partner has strong relationships across the digital advertising industry — With popular ad networks like Pubmatic, Verizon, TripleLift, RubicCon, Index Exchange, AT&T, etc.
To connect you with premium advertisers, choosing an ad management partner with a strong industry network is vital. In such cases, it’s best to go for ad management partners who have been in the programmatic game for more than a decade and are well-reputed.
For great deals from advertisers and exclusive access that you can’t get anywhere else, go for a reputed industry-standard ad management partner having a bunch of positive testimonials.
You need to go for quality rather than quantity because partnering with unreliable partners can damage your reputation in front of advertisers. Select a partner who is just as committed to keeping the bots out as they are to working with you.
What to ask?
- If they are Google Certified Publishing Partners?
- The Ad technology partners they are associated with.
- How much they value the relationship with publishers and whether it is long-term.
- How are they different and better than the competitors?
- Ask them for testimonials and results (mainly legit facts & results).
2. Tailored Ad Management Solutions
It’s not a cakewalk to set up digital advertising platforms aka ad stacks for publishers. Your Ad Management partner needs to be coming with its premium quality ad server or deliver Google Ad Manager or GAM 360 code integration.
For getting the best bids for your ad space from brands and advertisers, use a top-rated header bidding wrapper. Other than that, a decent ad management partner will have quality measures in place for your ads, automatically detecting spam or malicious ads and blocking them at the same time.
Lastly, the one that syncs your site to the programmatic media buying ecosystem should barely affect your site’s user experience but optimize it. When it comes to Ad Management Technology aspects, go for the ad management company with an experienced AdOps professionals team and schedule a one-on-one walkthrough to understand the header bidding wrapper they are using prior to partnering with them.
Ad technology is evolving astronomically, and you want your site to keep up and maximize that ad revenue & user experience!
What to ask?
- The ad servers they are currently using.
- You need to know everything about their header bidding wrapper.
- How long have you been in the programmatic ad buying game and the experience of their AdOps teams?
- Their tools to protect your site against ad fraud.
- Their strategies regarding enhancing user experience and ad inventory.
3. Dedicated Account & Yield Management Teams
For maximum ad revenue, your ad management company needs to give you access to both programmatic advertising and direct advertising. A team of competent ad sales professionals will always have long-term quality relationships with the biggest advertisers over the years, generating premium direct sales.
It can either be the good ol’ signed contract deal or private marketplace (PMP) deals – which can establish direct connections between an advertiser and your site’s ad inventory via regular programmatic systems.
Invest in a sales & marketing team that offers advertisers unique ad products they cannot get anywhere else if you want to earn the highest ad revenue. No advertiser wants to spend their ad inventory budget on blogs that barely meet their niche standards.
An ad management partner with a sales team that gives out the best ROI on your ad space is the one to go for! Sales and marketing will become even more crucial when the ad-tech industry goes cookieless and the main priority for every brand is to reach the right audience.
Any good ad management partner will have ROI-driven sales strategies and a street-smart sales team that is dedicated to bringing you top dollar. We suggest you ask your ad management partner about the size of their revenue team, and client success case studies.
4. Ranking Matters
A lot of ad management companies have minimum traffic requirements but an ad network with poor standards can lead to burning ad revenue in the long run.
Your ad management company’s relationships with other sites can affect the way advertisers bid on your ad space. It’s imperative that your programmatic ad buying partner vets publishers rigorously to keep up with quality content creation.
Advertisers and brands are ready to pay top dollar for their ads to come up with premium, exclusive brand-safe content. In addition to quality, scale is also essential for getting the highest ad earnings!
In order to access high-paying advertiser deals, your advertising management company should have a strong ranking (Comscore ranking), which aggregates the reach of the publishers it works with.
5. Proactive Site Optimization
Ad management companies should optimize your site proactively, not only when they set up your ads, or when you inquire about higher bids for your ad space, but all of the time, so that you continue to get maximum ad revenue.
Having an ad management company work with you to design a layout for your website that earns the best revenue while delivering a great user experience is in your best interest. Today’s best ad layout may not be the ‘IT GIRL’ after a month, so no fixed ad layout should ever be set in stone.
You can rely on a good ad management company to regularly monitor improvements in your ad space performance and identify any issues while rectifying the same with optimizations.
They’ll also come up with advanced ad units & placement tactics, always keeping advertisers interested & giving publishers a tonne of tips for better ad placement.
Your ad management partner needs to:
- Design your ad layout and set up ads on your site.
- Monitor ad performance for ad layout optimization.
- Consultation for more ad revenue opportunities.
6. Ad-Tech Industry Pioneer
Since 2010, the digital advertising industry has undergone profound changes, and there are even more to come. You shouldn’t have to worry about keeping up with a professional ad management company since they ought to be publisher-first most of the time.
Always go for a programmatic company that is committed to being publisher-wellness oriented in the digital advertising ecosystem.
If they are already in ad industry groups like Prebid.org, the Display Lumascape, Interactive Advertising Bureau, etc it is an added advantage. When your ad provider is truly on top of industry trends, they should be able to share this information with you, augmenting your content management strategy.
A reliable ad management partner is going to break down all programmatic media concepts and ad industry news one by one so that you can be confident enough about your long-term partnership with them.
Keeping it real, you need to go for an ad management company comprising of AdOps professionals and 24/7 support teams so that you know what is going on with your ad inventory and the site is optimized at all times.
Discover your perfect match today
Ultimately, your ad management partner should take care of all of these things mentioned in this blog post so you never have to stress about them again – if they are delivering everything that they promised, then it’s best to stick with them for long-term gains.
As a result, you will have more time to focus on your business and create amazing content while your ad management partner does the rest of the heavy lifting.
We’ve worked with some of the most popular content publishers in the world, and we know what it takes to generate a profitable cycle.