Back in 2014 when AdPushup was founded, we envisioned a product that would help web publishers set up multiple ad layout variants for rapid A/B testing and optimization. A/B testing was already widely used by marketers to optimize email subject lines, blog headlines, and design elements on landing pages, but no one was doing it for publisher-side ad layouts.

We witnessed great results with our automated A/B testing system, with significant growth in CTRs and overall ad revenue for our initial publishing partners (here are some case studies). Since that time, a lot has changed in ad tech, and we have continuously added new features to offer more value to publishers—including header bidding, ad mediation, innovative ad formats, AdBlock traffic monetization, automated AMP conversion of websites, and consent management for new privacy laws. This helped us position ourselves as a full-stack ad revenue optimization platform for publishers. Unlike other solutions, we are a pure technology play with no bias towards any specific ad network, and we focus on increasing revenue on all fronts.

However, all these new features were inextricably linked to our original layout editor on the backend and frontend. This created dependencies that we didn’t anticipate. For the past year, we’ve been re-engineering our product, decoupling features from the original layout editor engine following a modular architecture. In addition, we’ve also made a ton of changes and improvements to our reporting system, user interface, and ad serving technology. These changes are significant enough to be considered as a new version: AdPushup 2.0.

What’s New in AdPushup 2.0?

The changes mentioned here are a culmination of almost a year of engineering. In order to ascertain our development goals, we spoke to our customers, quality-tested our platform, assigned priority scores, and focussed on the most important changes that needed to be made. In terms of scope, these changes include all aspects of our solution including backend processes, user interface, and how it all comes together for the user.

> New Streamlined User Interface

The navigation menu and dashboard have been re-built from scratch to help publishers quickly access the information that they are looking for. The new menu contains tabs for ‘Dashboard’, ‘My sites’, ‘Reports’, ‘Integrations’, ‘Add New Website’, ‘Ads.txt Management’, and ‘Payments’. Since many of our existing publishing partners run multiple websites—we’ve made it easy to view and manage multiple websites using ‘Account Level Snapshot’ and ‘Site Level Snapshot’.

> Revamped Reporting Panel

The reporting system has received an overhaul. Publishers now have access to page-level data reports, demand partner reports, country-wise reports, AdPushup vs Original (baseline) report, page group and variation reports, ad unit wise reporting, device-wise reporting, and daily, monthly and cumulative reports. The older reporting was in UTC, this has been changed to PST, which brings it in sync with our demand partners such as Google AdX, Pubmatic, Index, Rubicon, and AppNexus. Our engineering team rebuilt the complete data collection, processing, and storage pipeline to make this possible. To understand the quantum of this, we process more than 50 billion impressions a month and the throughput of this pipeline is much higher!

> JavaScript Bundle Size Reduction (40%)

Our ad optimization technology is delivered via a JavaScript integration. We have modularized our JS and reduced the bundle size by 40%. For publishers, this means reduced page latency and better performance. Let’s say you want to use only header bidding and A/B testing, with modular code generation in place, we will deploy the JS you need to use those features and nothing more.

> Simplified Onboarding Process

Getting started with AdPushup is easier than ever before. To get started, insert the AdPushup.js in the head section of your website and update the ads.txt file. Once this is done, additional integrations will be based on the individual features that you want to use on your website.

> ActiveView Ad Refresh

Our new solution that drives ad revenue growth by helping publishers generate more impressions from existing inventory. Unlike competing solutions, we take user engagement signals (actions like scroll and click) and ad viewability metrics into account while implementing refresh—thereby protecting the value of your inventory. You can read the full release here.

> Prebid Currency Module Support

Once currency settings have been configured in Google Ad Manager, they cannot be changed. GAM 360 has an option to setup secondary currency, but the majority of the publishers use GAM for Small Business, which doesn’t have an inbuilt mechanism to handle currency conversion. This means GAM for Small Business users who selected non-USD currencies couldn’t use it as their server for running header bidding. We use Prebid.js to deploy header bidding, which comes with a currency module—this allows us to support publishers with non-USD currency GAM accounts.

> Support for Publisher GAM and AdX

Our editor and optimization modules were previously linked to our own Google Ad Manager account, with this update, we have eliminated that dependency. We can now provide hands-on setup and support on Google Ad Manager and Google AdX accounts owned by the publisher. This cuts down setup and configuration time and removes redundancy from the process.

> Ads.txt Authenticator

We’ve simplified the process of checking if the ads.txt file on your website has all the entries from our demand partners. Instead of doing it manually, just check the authenticator in our dashboard, which will tell if which entries are missing on your website by running a query. Then you can just send the list to your developer.

> AdSense Unit Automation (internal)

Previously while setting up ad layout variants, our ad operations team had to generate ad codes in our Visual Editor and then manually place them in AdSense because it does not support ad unit creation via APIs. Our technology team undertook the challenging task to automate AdSense ad unit creation. We have added a ‘sync’ button that automatically updates the ad code in AdSense directly from our Visual Editor. Since we offer a managed service, this change will not affect publishers directly, but it will help us cut down setup and onboarding time.

How to Get Started

If you’re an existing publishing partner, you can now access the new dashboard using the notification bar being shown inside the existing dashboard. Alternatively, you can also login via to access the new dashboard.

If you’re new to AdPushup, there’s never been a better time to try us. On average, we deliver a 40% revenue growth for our partners. If you’re interested in learning how we can help you grow your ad revenue, request a demo by clicking below.

What’s Next?

We’ve made a lot of changes to our core platform but we’re not done yet. Over the next few months, we will be releasing new features and updates, including:

  • Visual management of header bidding (no-code)
  • Header bidding on AMP (Accelerated Mobile Pages)
  • Enhanced reporting: Session-level, user-level, product-wise, UTM/URL reporting
  • Google Analytics integration for measurement of UI/UX metrics
  • AP Lite: A new integration method which won’t require code conversion, allowing us to integrate on top of any Google Ad Manager ad tags

I’d like to thank Anil Panghal, Udit Jindal, Yash Garg, Arun D’souza, Zahin Alwa, Yomesh Gupta, Shreyas Zare, Tanvee Gujral, and Ravi Jagga from the technology team for making these changes possible.

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