Last year, The Drum released a report on auction systems in collaboration with The Rubicon Project. The survey included 176 publishers or mobile app developers (45% sellers), and 204 DSPs, agencies and trading desks (53% buyers). One of the most key findings from the survey were that nearly 50% of buyers and sellers don’t understand the differences between first and second pr … [Read more...]
‘Your margin is my opportunity’: Inside the Stupendous Growth of Amazon Advertising
When Jeff Bezos famously said, “Your margin is my opportunity,” he was referring to retailers’ historically high margins and Amazon’s intent to undercut them with lower prices and economies of scale. Amazon is now exploiting a similar opportunity with digital advertising. For years, Amazon kept advertising on the site subtle for fear of alienating shoppers who had become used … [Read more...]
5 Best WordPress Plugins for Improving User Experience
There’s no doubt about it, WordPress is an incredible CMS (content management system) that’s used by many web publishers, bloggers, businesses, and other content creators. WordPress has made creating and maintaining websites easy with templates and plugins alike. You may have wondered though, “I use an excellent template and my website looks amazing! But why do I still have s … [Read more...]
Bid Caching Explained (+5 Myths About the Practice)
For marketers who practice the real-time bidding model in advertising, understanding where and why users convert is crucial. Digital advertising is based on the idea of targeting users. The ability to target is the sole criteria basis which they decipher the ad positioning and put the bid value (their money). Right people, right messaging, right time ∝ Quality C … [Read more...]
UX Fixes to Increase Time on Site and Decrease Bounce Rate
Most web publishers measure their performance in number of page views. While page views tell you how many people visited your website, it doesn't tell you how long they stayed. Ultimately, it doesn't matter how many people are visiting your website, what matters is whether they're sticking around long enough—that's what your conversions and revenue depend on. In this post, we … [Read more...]
Explainer: What is a Supply-Side Platform?
Ad tech loves its three-letter acronyms, and one of the most commonly heard ones is SSP, short for supply-side platform. So, what are supply-side platforms? Who uses them? And how do they work? Here's everything you need to know. What is a supply-side platform? A supply-side platform (SSP), also known as a sell-side platform, is a technology platform that enables web … [Read more...]
Going Forward, AdBlock Plus Won’t Block These Types of Mobile Ads
Last year, eyeo, the company that makes AdBlock Plus, handed over the reigns of the Acceptable Ads Committee to handful of independent members including users, publishers, advertisers, and researchers. The committee is tasked with defining the Acceptable Ads criteria, i.e., which types of non-disruptive ads are users okay with? The intention is to find a middle ground … [Read more...]
Understanding Line Items in Google Ad Manager
"DFP (now Ad Manager) is essentially an additional layer over AdSense or any other ad network you work with that allows you a lot more control over the delivery of ads." In this post, we're covering how the system allows you to traffic ad inventory to multiple demand sources and makes them compete for higher revenue, all the while delivering as intended on your direct-sold … [Read more...]
Google Gives Advertisers the Option to Buy Ads.txt Authorised-Only Inventory
Google has announced that advertisers using Display and Video 360 (previously known as DoubleClick Bid Manager) will now have the option of exclusively buying inventory that has been authorised by a publisher's ads.txt file; currently an opt-in, Google will make this a default setting by the end of this year. What's ads.txt? It's a protocol created by the IAB Tech Lab to … [Read more...]
How To Grow Your Email List & Revenue Using Popups The Right Way
In today’s digital world, leveraging the traffic that comes to your site is one of the biggest keys to business success. If you profit from hosting ads on your site, it’s especially important to leverage the traffic that you work so hard to receive. A whopping 98% of visitors to your site will leave without taking action – that means you’re pouring time and money into driving … [Read more...]