Programmatic Advertising for Publishers
Advertising through websites can seem simple enough until you consider that there are technologies involved to run these campaigns. You may be using Google Ad Manager, multiple Supply Side Platforms (SSPs), and header bidding, but still find yourself wondering whether the overall set-up is working effectively.
In some cases, this problem is easily apparent. In others, you see a revenue shift for reasons you cannot identify, a drop in performance from a demand partner, or an unexpected length of time taken by the technical problem.
AdYield Labs offers programmatic advertising for publishers that require assistance with these aspects of website monetization. We collaborate with your current advertising systems and analyze the process to provide recommendations for you.
Supply-Side Programmatic Services
There is no point in adding more technology if the current setup has not been properly assessed. A publisher may need a new demand partner, but another may get more value from fixing an existing integration or reviewing its ad server configuration.
Our work covers the main areas involved in selling and managing publisher inventory.
SSP Services
The SSP helps publishers have access to programmatic demand. It is helpful for a publisher to have a number of SSPs connected to its website, but each one also requires justification of its inclusion in the setup.
We assist publishers to evaluate the various supply-side partnerships they have and determine how relevant they are within their broader monetization process. We evaluate demand access, integration, and individual contributions.
Header Bidding Services
Header bidding may give multiple bidders a chance to bid on an ad impression even before the ad server decides to serve it. Proper implementation of such competition is not just a matter of installing a wrapper and integrating bidders. Timeout, configuration, latency, as well as the process of submitting bids into the ad server, may influence the outcome. In such situations, we support publishers in exploring these issues related to header bidding.
Programmatic Yield Optimization
Any shift in terms of ad revenue doesn’t necessarily mean something easily visible. Traffic could be constant but there may be changes in revenue per thousand page views.
Revenue only shows part of the picture and there is much more to learn from fill rate, CPM, demand performance, geos, device types, and number of impressions.
Yield optimization begins with these insights. It is our job to assist publishers to see what information on performance is at hand and needs exploration.
Supply Path Optimization
Advertisers can access the same inventory via different paths sometimes. Knowledge of these paths will be helpful for publishers during demand relationship assessment and inventory availability to buyers.
Supply path optimization means assessing the paths of selling inventory and figuring out if they are necessary and profitable. The choice of a proper way depends on the publisher’s partners and current setup; removing a path just because it seems redundant in theory is not always a good idea.
Programmatic Ad Operations
Ad tech requires maintenance. It is possible that a line item will not perform as intended, the targeting settings will be off, or the campaign itself will run in a way that does not conform to its intended setup.
These are operational issues; however, resolving them without someone who is in charge of it could be a time-consuming process.
AdYield Labs provides a service for programmatic ad operations for publishers using ad servers and other ad tech solutions. It includes but is not limited to campaign set-up, verification, troubleshooting, and operations depending on the requirements of the publisher.
Programmatic Monetization Audit
It could be worth having an objective third party assess a given advertising setup before any significant modifications are made.
A monetization audit will look into how the current configuration works, including aspects such as Google Ad Manager, SSP integrations, header bidding, auctions, and reports. The process will vary according to systems and data available.
This process should help with determining whether there are any misconfigurations and where gaps exist. It will also determine which aspects need addressing and whether or not a modification will fix a particular issue.
Programmatic Consulting
Not all publishers need continual management. There may be some issue that requires a choice and the publisher’s team would benefit from additional guidance in making their choice.
This may include analyzing a potential monetization partner, considering an option for altering the ad stack, or seeing if the existing solution warrants a more extensive review.
By providing our consultative services, we offer publishers a way to get an opinion on their issue from someone who understands supply side programmatic advertising.
Where Publisher Monetization Can Go Wrong
Even two sites using the same advertising technology can get vastly different results. Their audience, traffic sources, geographic distribution, inventory, and demand relationships will all be different.
The issues that publishers might present for consideration during a monetization audit are as varied as well. Some are plagued by low fill rates, others have an abundance of demand integrations but are unable to identify those that are adding value. Publishers who are limited in their ad ops team might find themselves unable to maintain their platform properly.
Some questions worth asking include:
– Has the traffic or audience mix changed?
– Are the current demand partners performing as expected?
– Is the ad server configured to support the intended auction setup?
– Are header bidding integrations working correctly?
– Is there enough reliable reporting to compare performance?
– Have recent technical changes affected ad delivery or page speed?
These questions do not give an immediate solution, but they help you focus your research. Otherwise, you will waste your time trying to alter the configuration or add new partners without realizing whether you solve the problem.
What Should You Investigate First?
First, you should look at the information you have. Compare revenue growth with traffic, impressions, fill rate, and CPM. When the numbers indicate that there are some issues with a specific device, geography or inventory, try investigating them first instead of changing everything right away.
Moreover, it is important to differentiate between technical and business problems. The failed integration deserves a different approach to that of the demand partner who performs well but does not meet your expectations regarding the value it brings.
The same goes for the website performance. Increased advertisement does not necessarily mean improvement because of extra latency or poor user experience it may cause. Publishers have to take into account both monetization and the user experience.
You may have a number of aspects to investigate, but you don’t have to deal with them all at once. Figuring out the problem and its nature can help you decide on the next step to take.
Working With Your Existing Setup
You may already have Google Ad Manager, several SSPs, a header bidding wrapper, and an external monetization partner. That does not mean you need to replace everything to make progress.
AdYield Labs can work with publishers to review their existing arrangements and identify where support is needed. Any proposed changes should take account of the technology in use, the publisher’s commercial agreements, and the practical requirements of the business.
If the current setup is doing what it should, there may be no reason to replace it. If something is underperforming, the next step is to understand the cause and decide whether a change is justified.
Let's Talk About Your Website
Maybe you have trouble accounting for your ad earnings. Maybe you are thinking about working with a different SSP, are looking for some assistance with Google Ad Manager, or need a second opinion before moving forward.
Whatever you have going on right now, it might be a good idea to know what is going on first.
Call us at AdYield Labs to talk about your website and your ad tech needs.
Adyield Labs
✉️ contact@adyieldlabs.com
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FAQs
What does programmatic advertising for publishers involve?
This includes everything from the technical and process-oriented aspects that publishers utilize to enable automatic selling of their advertising inventory. These aspects may include ad servers, SSPs, header bidding, auctions, demands, and operations.
Can programmatic advertising increase a website's revenue?
It may provide opportunities for better monetization, however, the result will depend on such factors as traffic, target audience, inventory, demand and configuration. Analyzing your results may give some hints for improvement, though any specific growth cannot be guaranteed at first.
Should publishers work with more than one SSP?
It would depend on the site and its demand configuration. There can be several SSPs providing different demand sources, but there are issues of integration and management that arise with them. Publishers need to evaluate their contributions and compatibility rather than selecting how many SSPs they would work with upfront.
Does AdYield Labs work with publishers using Google Ad Manager?
Yes. Assistance may include setting up Google Ad Manager and managing it, as well as reviewing the entire monetization strategy. This depends on the requirements of the publisher.
Do publishers have to change their existing advertising partners?
No. The assessment can start with the partner(s) and the technology being in place. Any suggestion to either add, subtract, or modify a partner would be based on the results and the context of the business of the publisher.