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What you need to know about header bidding
July 5, 2019Header bidding is a programmatic advertising technique that 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, which was a popular, but inefficient form of auctioning ad space. During a waterfall auction, publishers would offer their ad space from ad network to ... Read More
Seasonality and the summer slowdown
June 12, 2019Earlier this year, we discussed how it's important to understand how seasonality affects CPMs in order to effectively benchmark, and 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 ... Read More
Ad Refresh, Reconsidered
June 5, 2019There 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 ... Read More
Are Google’s recent moves game-changers for publisher monetization?
May 29, 2019On the surface, at least, the move to first price auctions should simplify and unify the mechanics of auction behaviour. In the past, if a single exchange was responsible for auctioning off an ad impression, a second price auction would award the highest bidder the right to serve the ad, at a penny more than the bid of the second ... Read More
