Unfilled impressions mean loss of revenue. Meaning, publishers might have the ad space, but may not get ads or impressions for them. This happens mostly when some part of the inventory remains unsold. Or, some error prevents impressions from getting counted. Most publishers experience some of their ad impressions showing up as blanks. In fact, about 10 to 15% unfilled … [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...]
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...]
The Best SSPs (Supply-Side Platforms) for Web Publishers
In a recent post, we covered what supply-side platforms are, how they work, the benefits of using an SSP, how they differ from demand-side platforms, and how to choose the right SSP. To recap: "A supply-side platform is a technology platform that enables web publishers to manage their ad inventory, fill it with ads, and generate ad revenue." That's a really basic … [Read more...]
Exchange Bidding: 5 Things about EBDA You Wish You Knew Earlier
A study by OpenX showed there was a 48% average increase in the yield of publishers using Exchange Bidding. This study calculated its result basis the revenue generated by publishers in a span of 12 months. Exchange bidding service has been available for DFP publishers since April 2018. However, there are still some publishers who feel delusional about exchange bidding. … [Read more...]