Counting what counts: CPMs, eCPMs, and revenue

Mark Dixon Ad Ops

It’s common for publishers to use a metric like CPMs to compare the performance of ad partners on their site. However, CPMs may not account for other factors that can impact a site’s overall revenue, and can cause confusion when higher CPMs don’t necessarily result in increased revenue. What is CPM? Cost Per Mille (CPM) is the amount advertisers are …

Finding the right Ad Ops provider for you

Trish Manrique Ad Ops

Are you looking to monetize your site or switch Ad Ops providers, but can’t figure out how to choose the right Ad Ops provider for you? How do you figure out which one is right for you when there are so many out there? Many Ad Ops providers, Sortable included, have features like a header bidding implementation, access to advertising …


10 Google AdSense alternatives to consider in 2020

Trish Manrique Ad Ops

As a publisher, you probably think a lot about optimizing and improving both your advertising operations and the revenue that you generate from ads. It might keep you up at night Pouring over CPM data and trying to do side-by-side comparisons of different advertising options. There’s also a pretty good chance that you use Google AdSense to fill a bunch …

seasonality primer

A seasonality primer

Trish Manrique Ad Ops

Have you been affected by seasonal trends? Unsure of what it is or how to address it? We go into the basics of seasonality. What is seasonality? Seasonality is the impact on advertiser spend and ad revenue by major consumer events and the seasonal trends in the ad industry. Therefore it’s important to understand seasonality in order to effectively benchmark, …

seasonality: winter, spring, summer, fall

Seasonality, CPMs, and you (updated for 2020)

Minhung Ling Ad Ops

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 …

Content monetization

Short-form and long-form content monetization

Trish Manrique Ad Ops

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 … - 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 …

Comparing managed refresh

Ad refresh, reconsidered

Sortable Ad Ops

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 Ops

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 …