The year 2022 appears to be challenging for ad monetization and beyond years may be incredibly difficult. Publishers can expect a number of significant changes in ad monetization. However, preparing for these ad monetization challenges will help in overcoming some obstacles, but for greater control over monetization challenges, publishers, and advertisers need to adapt to the ad monetization strategies of 2022.
However, creating data-driven, personalized ads is still an effective approach but with some changes that publishers should know to deliver effective ad personalization. Here are some of the changes:
- Users want more control over their ad information and how it is used;
- The more they know, the more they trust your information about how the data was obtained;
- Zero-party data is more relevant than aggregated third-party data, that a customer intentionally and proactively shares with a brand. It includes personal contexts, purchase intentions, and how a user wants to be recognized in the market.
AdSense Monetization Strategies & Challenges
Ad monetization is more focused on using zero-party data, as it is reliable and more appealing to consumers. It also provides users with better control over how their data is used online and a more personalized experience from your advertisement content. Most brands today are open to sharing zero party data with publishers to bring better personalization and revenue for them.
Let’s talk about some of the challenges that publishers will face before opting for ad monetization. Here are some of the ad monetization challenges.
Data Is the Main Challenge
When it comes to third-party cookies data, it is easy to explain that third-party cookies focus solely on the central part of user data collection and ad targeting. This will help publishers to learn more about how people search on the web for more relevant ads for each user.
However, it is important to have consumer data to deliver more effective ads. The main challenge here is in measuring the success of ad campaigns to improve monetization. The use of third-party cookies makes it easy to track user identities and behaviour across different platforms. But the challenge is by the end of 2023, Google aims to completely phase out the use of third-party cookies in their browser. This move by Google comes as a response to rising consumer demands for more privacy and control over their data online.
So now it will no longer be so easy to track user data, behaviour, and identities through your website. To overcome this challenge is to use email marketing software to collect the data of those who email you and who click on your ads, and emailers, and engage with your ads continually.
According to a report from the Static HelpSystems, data compliance problems cost approximately $15 million to companies who invest in online advertisements.
Google is now going to be more strict on non-compliant publishers and making data regulation compliance vital for ad monetization. The problem of invalid traffic on ads is also a major monetization challenge for publishers in 2022 and beyond.
Because of invalid traffic publishers are facing problems in getting impressions or clicks from the advertisers, as most of the clicks are caused by the automated tools and bots. So there are no actual leads, sales or conversions. It also impacts publishers’ earnings and monetization strategies.
Personalization to Monetize Your Ads
Personalization will have a significant influence on ad monetization in 2022 and beyond. It’s the result of the growing need for more targeted advertising and meeting regulatory standards and data privacy demands. This will put pressure on publishers to prioritize personalization to make their platforms more appealing to advertisers.
This challenge implies greater responsibility on publishers to get more information about their users, and preferences, then narrowing down the main data points required for planning and customization. Also, today users want to have an understanding of how publishers use their data, and how their data is being used in the ads.
The solution to this challenge is that publishers should make it mandatory to get zero-party data for all the users. So the end result also represents an opportunity for publishers to optimize their ad monetization through a personalized ad experience for each user.
- 88% of marketers say that increased personalization creates measurable improvements in their results.
- 42% of online users are frustrated by the lack of personalization in content delivery.
- 91% of smartphone users made a purchase after seeing an ad they described as relevant to their interests.
On the other hand, delivering more relevant content provides an opportunity to interact more with your ad content.
In a survey conducted by Deloitte, reports revealed that online users are more likely to respond to ads that are related to the query they are searching for. Similarly, 85% of organizations believe in implementing Machine learning and AI in their digital operations.
Machine learning and artificial intelligence (AI) are on the cusp of becoming mainstream across a wide range of online businesses. This revolution of AI technology leads to enhance ad personalization, ad monetization, ad placement, and bidding procedures.
For the process of ad monetization, the use of machine learning and AI not only optimizes ad personalization but also helps companies to organize and extract data for effective contextual ad placement. AI and machine learning algorithms ensure that publishers get their ads shown on a given page to look relevant and do not disrupt the content users are accessing.
Ad Fraud Detection For Monetization
Ad fraud is one of the most pervasive challenges in the digital ads industry today. According to the World Federation of Advertisers, it is estimated that publishers will lose around $50 billion annually by 2025 on ad fraud.
Ad fraud in the digital industry also comes from the Invalid Traffic (IVT), which is a type of traffic that does not come from a human user. Similarly, there is General Invalid Traffic (GIVT), which can be identified through standard ways of fraud detection. This type of traffic can be from bots, unknown browsers, fraud sites, and other non-human activity.
Further, there is one more term, the Sophisticated Invalid Traffic (SIVT) that is difficult to detect with the regular methods of fraud detection. It requires advanced methods such as the use of analytics to identify the malicious ads that are inserted into web pages without permission through hijacked devices.
Hence, publishers should notice such type of suspicious traffic, and it’s best to detect it earlier and follow best practices for ad placement.
The rejection of your AdSense account could be because of many reasons , but the common reason for rejection is that your account is a duplicate of an existing account. And, AdSense policies doesn’t allow two accounts for a publisher. It’s also against the AdSense Terms and Conditions to create a second account. So, follow the guidelines properly to take the benefit of AdSense monetization.
The main challenges of AdSense monetization are:
Third-Party Cookies Data
Personalization of Ad Content
Implementation of Aritificial Intelligence
Ad Fraud Detection
The main challenge a publisher should ensure is that their platform is safe for creators, viewers, and advertisers. Machine learning and Artificial Intelligence helps in the creation of automated systems that helps filtering through all the content on a website. These algorithms are also called “the ads algorithm.” This way, publishers can also improve their monetization opportunities.