On an average, users switch devices 21 times in an hour. In such a case, cookies limit publishers in tracking the user behaviors, as cookies are only able to do the tracking while users are on web browsers, not applications. Then how can we track users across multiple devices? The answer is cross-device tracking. What is Cross-Device Tracking? It helps publishers … [Read more...]
Increase Website Traffic: 15 Factors Affecting Website Ranking
Over 3.5 billion Google searches are made everyday and 35% of these are new search terms. No wonder that over 40% of advertiser revenue is captured only by search engine marketing. Given the immense pressure the website owners are under to rank well, SEO practitioners deal with a lot of factors affecting website ranking, everyday. Well, there are 200 of them. Good news, not … [Read more...]
What is Bid Shading and How Does it Impact Publishers?
Bid shading is a term that’s suddenly showing up everywhere in ad tech as the industry-wide shift from second-price auctions to first-price auctions is taking place. So, what exactly is bid shading? And how does it work? How does it affect advertisers and publishers? That’s what we’re going to discuss in this post. Moving from the second-price auction world Before we di … [Read more...]
What is Prebid.js: Benefits, Drawbacks and FAQs for Publishers
Back in 2015, AppNexus designed a client-side wrapper, Prebid.js. After partnering with the Rubicon Project in 2017, they, together, announcement Prebid.org‒an open source header bidding solution for publishers. Header bidding has become very popular since. However, industry people still have a hard time differentiating between Prebid.js, prebid wrapper, and header bidding w … [Read more...]
Private Marketplace Deals: Everything Publishers Need to Know
More than 60% publishers use private marketplace and programmatic direct to earn more revenue. Programmatic spending on PMP is always higher than other methods. Furthermore, with better planning, publishers can make good money via PMP deals. Now, you must be wondering about private marketplace. How do they work? And why is everybody talking about them? Here are the … [Read more...]
Apple ITP 2.1: What is This Update and How Does ITP Affect Ad Industry?
Apple has announced to launch a new version of ITP 2.1 by end of this month (March). This time, it will be affecting both first-party cookies and third-party cookies. In the year 2017, Apple first released ITP aka Intelligent Tracking Prevention for the Safari browser. With ITP 1.0, Safari wanted to prevent third-party cookies from tracking users across different sites. And … [Read more...]
Creating Ad Placements: Do’s and Don’ts
Google AdSense offers everything a small-to-medium publisher might need to run a profitable website. But performance ultimately depends on creating effective ad placement. With AdSense ad placements, publisher can pick out ad units for advertisers to run placement targeted ads. But Wait, What is Ad Placement? Sometimes, advertisers want their ads to appear on a specific … [Read more...]
Forced Redirect Ads: How Publishers Can Identify (and Avoid) Them
When Chrome released its update to block forced redirects and pop-ups, we thought ad redirection is on verge of ending. However, it doesn’t seem like it’s happening so soon. Web browsers like Chrome and Firefox block redirection, but they don’t really understand the difference between a good redirect and a bad one. Their codes are designed to simply block redirects and pop-u … [Read more...]
Pubvendors.json: Every Aspect Publishers Need to Know and Consider
Initially, GDPR created a lot of trouble for publishers. While users finally had control of their personal data, publishers felt they had very little control over third-party vendors and partners on how user data was processed. That’s when IAB introduced pubvendors.json in support of GDPR consent framework. Between publishers and vendors, exchange of audience is a big deal. H … [Read more...]
Google Ad Manager Switches to First-price Auction for Programmatic Display, Video
Second-price auctions have long been the industry norm in programmatic advertising. Now in a big move, Google has announced that its Ad Manager suite of products will be transitioning to the first-price auction model by the end of this year. Google’s decision comes amid growing voices in the ad tech industry calling for simplicity and transparency. A number of ad exchanges, i … [Read more...]