What does Facebook’s rise in Ad Tech mean for the open web?

Christopher Reid Ad Monetization

The reality is that Facebook is one of the most powerful companies in the tech industry – and arguably, the world. The rise of Facebook The Advertising Company has been impressive. Only a couple of years ago, it was still just a social networking company, and it wasn’t until recently that Facebook  officially became the second largest digital advertising company. …

Why the Ad Tech industry should consider a move to first-price auctions

Sortable Ad Monetization

First, what is the difference between the two? Auction Type First-price Second-price Auction winner Highest bidder Highest bidder Winner pays Winning bid price Second highest price The current industry standard is the second-price auction: each bidder submits their price for the impression. The highest bid wins, but only pays the price (plus some minor surplus) of the second highest bid. …

Stats show viewability outlook still unclear

Sortable Ad Monetization

We’ve taken a look at our desktop and mobile ad units network-wide to help our customers improve and understand their viewability performance. Here is what data we’ve found, and how you can use what we’ve learned: Viewability decreases by an average of 25% below-the-fold.The majority of the decrease is seen in desktop ad units. Average CPM decreases by 10% below-the-fold. …

The spectrum of publisher ad stacks

Sortable Ad Monetization

One of the benefits of working with a large number of publishers is that we’re able to gain a deep understanding of their unique needs. As we’ve learned more about how publishers set up their ad stacks, we’ve realized that there are a lot of points that we cover over and over again. There are a few key factors that …

How AdX pricing rules can affect CTR

Sortable Ad Monetization

Have you ever wondered if the price floors and other preferences you set in your Google Ad Exchange (AdX) settings actually affect the performance of your campaigns? Well, we were curious, and so we managed to find data that indicates to what degree setting pricing rules for direct response campaigns could actually change the campaign’s performance.Our data shows that we …

Ad refresh and its effects on CPMs

Sortable Ad Monetization

TL;DR Refreshing an ad placement 1 time reduces CPM by almost 10% (CPM = cost per thousand impressions) Refreshing an ad placement 5 times reduces CPM by 25% Using refresh increases revenue-per-page for long page view times Using refresh could decrease site performance Using refresh could increase data usage Many techniques are used to draw more value out of an …

Google isn’t going anywhere

Christopher Reid Ad Monetization

A few weeks ago, we contributed an article to AdExchanger’s Data-Driven Thinking column about the civil war within the advertising industry. In the article, we discussed that the industry factions could be in trouble ” with the exception of Google. We wanted to expand on why and how Google became such a powerful player in the online advertising industry. Depending …

Does above the fold really matter?

Christopher Reid Ad Monetization

Above the fold (ATF) inventory has always been in high demand and at a premium. Advertisers want to ensure that their brand creatives are highly visible, located front and center when a visitor lands on a page. It’s assumed that these high visibility slots will also pay high CPMs (Cost Per Thousand), and publishers are often eager to stuff their …