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...]
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...]
Client-Side Header Bidding or Server-Side Header Bidding: What to Choose?
Header bidding was introduced for publishers to reach out to more buyers and maximize yield. However, header bidding came with its own challenges (page latency and browser limitations). Due to these challenges, it became necessary for the industry to have a process dealing with the drawbacks of header bidding. Hence, we got server-side header bidding. But that’s not perfect, … [Read more...]
What is Audience Segmentation? How Can it Help Publishers?
Audience Segmentation Small and medium-sized publishers don’t invest in audience segmentation, mostly because they don’t understand how audience segmentation can benefit them. Let’s change that. What is Audience Segmentation? Audience segmentation is a process of dividing the audience into segments based on predefined criteria such as behavior, geographical location, h … [Read more...]
AdX vs AdSense: History, Difference, Accessibility, Payment and More
One of the most common questions asked by publishers—which one’s better, Google AdSense or DoubleClick Ad Exchange? Here we go with the difference. But first, some history. The History of Google AdX and AdSense DoubleClick was launched in 1996 as a brand of Google. The idea was to bring publishers, advertisers and agencies together, so that everyone can make money out of t … [Read more...]
What Is Google Ad Manager? And What Has Changed For Publishers?
Recently, Google rebranded some of its major ad services. Don’t panic. All the services are same. However, Google has just merged them for better management purposes. Now, we have Google Ads in place of Google Adwords.DoubleClick and Analytics 360 suite are together called Google Marketing Platform. And finally, Doubleclick for Publishers (DFP) and Doubleclick Ad Exchange ( … [Read more...]