Ad Refresh, Reconsidered

There are a lot of tools and techniques that web publishers can use to maximize ad revenue such as A/B testing, header bidding, 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, which in turn should produce higher revenue-per-session for the publisher. Ad refresh is especially …

Let’s talk about session RPM

The few occasions we see session RPM decrease are when CPM decreases, there are fewer pages per session, or a lower value user visits the site (for example, a non-English speaking user visits an English-only website). Our team works with publishers to continuously optimize session RPM and address issues where we see session RPM decrease. Here are a few ways …

Why the Ad Tech Industry Should Consider a Move to First-price Auctions

Why the Ad Tech Industry Should Consider a Move to First-price Auctions

First, what is the difference between the two? 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. The auction is conducted like this to encourage bidders to submit a bid that reflects the true value …

Stats Show Viewability Outlook Still Unclear

Stats Show Viewability Outlook Still Unclear

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: Conclusions we can draw: Previously we made the case that viewability was not the metric of the future, and it seems that the industry …

Counting What Counts: CPM vs. Revenue

Counting What Counts: CPM vs. Revenue

It’s common for publishers to use CPM to compare the performance of ad partners. However, CPM doesn’t take into account a variety of factors, and can leave publishers confused when the CPMs on partner dashboards don’t translate to revenue. In order for publishers to truly understand how partners are performing, they need to look at eCPM and revenue, not just …