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 …

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 …

Seasonality

Seasonality and the summer slowdown

Minhung Ling Ad Ops

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

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 …

blue geometric square background

Let’s talk about session RPM

Sortable Ad Ops

As a publisher, you understand how important it is to measure the performance of your website(s). This allows you to see if your users are loving your site, or if there are opportunities for you to optimize. Lots of data points are available to a publisher, like CPM, eCPM, overall revenue, page RPM, and fill rate. We know that it …

Top 5 Ad Ops Conferences to Attend in 2019

Top 5 Ad Ops conferences to attend in 2019

Trish Manrique Ad Ops

At Sortable, we value our participation in conferences and industry events. They are crucial for Ad Ops and our publishers. Especially with the Ad Tech landscape constantly evolving. It’s important to discuss the latest trending topics and be inspired by thought leaders in the industry. As a result, our team always makes it a point to learn from others, share …

The Buzz on Viewability and Optimizations for Revenue

The buzz on viewability and optimizations for revenue

Sortable Ad Ops

Viewability is one of the most important metrics publishers can optimize towards. The first step in driving brand engagement for advertisers is to ensure campaigns are seen by users. Advertisers use several key performance indicators (KPIs) to help measure the performance of their digital campaign spend. Compared to traditional form of advertising, digital advertising offers unique opportunities for brands to …

Bad Actors, Bad Ad Quality, and just plain Bad UX

Bad actors, bad ad quality, and just plain bad UX

Cathena Langford Ad Ops

User experience (UX) refers to an end user’s interaction with a brand, its products, and/or its services. For publishers, good user experience means that visitors will read a whole article, enjoy it enough to share or come back for more, and view some ads along the way. Ads must be relevant to a publisher’s audience and in particular, unobtrusive. The …