A website is nothing if not the traffic that it receives, for everyone from online stores to web publishers, success on the internet is often measured in monthly pageviews. Traffic is broadly classified under the following categories: Direct (when someone types in the URL directly in their browser and lands on a website) Paid (traffic acquired from Google AdWords, … [Read more...]
5 Proven Tips to Write Amazing PPC Ad Copy
I work with small business owners across the U.S. to help them make more money, and one of the most powerful drivers of qualified traffic to a site is through PPC ads. While PPC is an excellent way to drive targeted traffic to your site and boost sales. If you overlook the fundamental aspects of your PPC campaign, then you could find yourself spending more money than your … [Read more...]
What Demand Partners Want from Publishers’ Ad Inventory
In a previous post, we talked to publishers about keeping both eyes peeled while shortlisting technology partners to sell inventory with. That being said, there are two sides to every coin. No demand source relies entirely on a metric-based benchmark to evaluate publisher’s ad inventory for sale on its platform. Why? Because numbers can be fraudulent. Also, relying entirely o … [Read more...]
The Most Hated Ad Types, Ranked
Ad blocking advocates may tell you that all ads are terrible, but some ads are clearly more intrusive and annoying than others. Following the unabated rise of ad blockers, most publishers, ad networks, and regulatory bodies have scrambled to fix the bloated mess that online advertising has become. Based on research and findings from the Coalition for Better Ads and Nielsen … [Read more...]
Facebook Monetization: Instant Articles to Support Paywalls on Branded News
The platform is heaping brand new monetization features on its mobile-friendly but notoriously ‘flat’ format. Due to its lukewarm financial returns, publishers have never been keen on Facebook Instant Articles. Earlier this year, The Guardian abandoned the platform altogether, opting instead to bring readers directly to its site for more advertising revenue and to promote pai … [Read more...]
Native Works: Inside Revcontent’s Play at Proving Native Ad Performance
Native is great. But it’s not without flaws. For those who don’t know, “The basic philosophy of native advertising revolves around making ads appear less like ads. For instance, while browsing through the food section of BuzzFeed, you may come across a story titled “The Evolution of Pizza”, which has been sponsored by Pizza Hut.” [Related reading: Top 7 Native Ad Networks … [Read more...]
Funding Choices: AdSense Offers Whitelist Notices to Tackle Ad Block Users
Google has recently announced a lot of pro-publisher initiatives and policies, starting with releasing native ad formats, allowing 300x250 ad units above the fold on mobile, to introducing page-level policy compliance. In addition to that, they've also provided a lot of new best practices based on new ad data. All these were longstanding issues that AdSense users struggled w … [Read more...]
Explainer: What is Supply-Path Optimization?
Header bidding was supposed to solve the problem of complexity in ad operations. As the adoption picked up pace however, SSPs (short for supply-side platforms, software used by publishers to sell ads) began altering their algorithms and employing aggressive auction tactics to increase yield. This works out well for the SSPs and even publishers, at least in the short term. But … [Read more...]
Ad Tech Monthly: Blockchain, Anti-Duopoly Pacts, New Ad Marketplaces +More
Our ad tech monthly wrap-up covers the most important news in ad technology, ad blocking trends, funding, and other topics of interest to web publishers and advertisers. Quick Brief Can the decentralised information model that is central to blockchain help the fragmented supply chains in the ad tech industry? In his column on AdAge, Richard Bush, CTO of New York … [Read more...]
How to Choose the Right Technology Partner to Sell Your Ad Space
After Methbot and YouTube, it’s not just advertisers rethinking their relationship with ad tech. Publishers are doing their best to take matters into their own hands as well. Purch built itself a host of custom bidders to sell video inventory programmatically. SheKnows controls its auction dynamics through a header bidding wrapper of its own creation. Telegraph wants to o … [Read more...]