google two click penalty

8 ways to address Google’s Two-Click Penalty

Neera Shanker How-To

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. …

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 …

Optimize with lazy loading

How to optimize user experience with lazy loading

Neera Shanker How-To

A webpage downloads and renders its ads as soon as a user opens a new page. This will allow the browser to cache the whole webpage. But, there’s no guarantee that the user will actually view all the downloaded ads. You shouldn’t bulk load all the ads once a user opens a new page. Configure your page so that the …

Sortable.com - waterfall vs. header bidding

What you need to know about header bidding

Neera Shanker Ad Ops

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 …