seasonality: winter, spring, summer, fall

Seasonality, CPMs, and you (updated for 2020)

Minhung Ling Ad Ops, Adtech, CPMs, Forecasting

Last updated: January 2020 As the new quarter begins, you may have noticed a drop in your CPMs. Seasonality (looking at how you—and the ad industry as a whole—are affected by the time of the year) impacts advertiser spend and thus, CPMs. While some verticals are impacted more than others, it’s important to understand how seasonality affects CPMs as they …

google two click penalty

8 ways to address Google’s Two-Click Penalty

Neera Shanker Ad Ops, Industries, Sortable Products, Strategy

We know that seasonality can impact your site traffic but a significant decrease is a cause for concern. More notably, when your ad click-through rate simultaneously goes down. When this happens, most publishers start talking about Google’s “Double-Click” or “Two-Click” penalty. If your site’s ads are affected by this, keep reading to learn eight ways to address the “Two-Click” penalty. …

Content monetization

Short-form and long-form content monetization

Trish Manrique Ad Ops, Adtech, Bloggers, Lazy Loading, Sortable Managed Services, Strategy

You’ve probably heard the debate between short and long-form content or asked yourself how you can improve content monetization. Bite-sized blog posts and slideshows are examples of short-form content that are short and sweet, and straight to the point. In contrast, whitepapers, ebooks, and webinars are more in-depth and comprehensive. When content is what is driving users to your site, …

header bidding auction

The value of exchange bidding

Neera Shanker Ad Ops

Exchange bidding, also known as Exchange Bidding in Dynamic Allocation (EBDA), is a server-side unified auction. It’s where ad exchanges and SSPs compete with Google Ad Exchange to win impressions. This was Google’s response to header bidding and the need to reduce the complexity of header bidding.  Prior to switching to a first-price auction, Google Ad Exchange had the “last look” at …

Sortable.com - waterfall vs. header bidding

What you need to know about header bidding

Neera Shanker Ad op professionals, Ad Ops, Adtech, Bloggers, Content marketers, Sortable for Prebid, Sortable Hosted, Sortable Managed Services

What is header bidding? Header bidding is a programmatic advertising technique. It allows publishers to offer their inventory to multiple ad exchanges simultaneously before sending requests to ad servers (ie. Google Ad Manager).  Header bidding evolved from waterfall bidding. A popular, but inefficient form of auctioning ad space. In a waterfall auction, publishers offer their ad space from ad network …

Seasonality

Seasonality and the summer slowdown

Minhung Ling Ad op professionals, Ad Ops, Adtech, Bloggers, Content marketers, Seasonality, Sortable for Prebid, Sortable Hosted, Sortable Managed Services, Sortable Select

Earlier this year, we discussed how it’s important to understand how seasonality affects CPMs. This was in order to effectively benchmark, forecast, and predict revenue. As we move into July and August, publishers in the northern-Atlantic regions, like North America and Europe,  may experience one of their weakest quarters of the fiscal year. There’s no need to panic. This is a common …

Comparing managed refresh

Ad refresh, reconsidered

Kevin Hansen Ad op professionals, Ad Ops, Adtech, Bloggers, Content marketers, CPMs, Forecasting, Industries, Seasonality, session rpm, Sortable for Prebid, Sortable Hosted, Sortable Managed Services, Sortable Products, Sortable Select, Strategy, Trends, Uncategorized

There are a lot of tools and techniques that web publishers can use to maximize ad revenue. This includes A/B testing, header bidding, and lazy loading ads. A commonly used technique is ad refresh. This strategy refreshes ads which can increase the number of ads shown to the user. This, in turn, should produce higher revenue-per-session for the publisher. Ad refresh is …

google on phone

Everything you need to know about first-price auctions

Mark Dixon Ad op professionals, Ad Ops, Adtech, Bloggers, Content marketers, CPMs, Forecasting, Industries, Seasonality, Sortable for Prebid, Sortable Hosted, Sortable Managed Services, Sortable Products, Sortable Select, Strategy, Trends

A few months ago, Google announced that they would be transitioning Google Ad Exchange to a unified first price auction in Google Ad Manager. In early June, Google will begin testing a small percentage of inventory, with the transition schedule currently on track to have all inventory running through first price auctions by the end of July. More recently, Google …