Waterfalling is out of fashion, Header bidding is all the craze now!
For years, Publishers ordered their ad auction at a chain-like fashion, where all of their impressions were offered to a high tier ad network, then whatever they passed was supplied to the second Ad network, then the third, etc.
While this approach (called waterfalling) was intended to squeeze as much revenue from every belief, many publishers ended up leaving plenty of cash on the table because of it.
That’s because if an advertiser is willing to pay more for a writer’s impressions, he wouldn’t be able to do so if the publisher’s price floor is fulfilled in an advertisement network higher up in the chain.
That’s where Header Bidding comes in.
Unlike waterfalling, in header bidding auctions, all ad networks get to bid on a publisher’s opinions at exactly the exact same time. The maximum bid then wins the auction, which grantees that the publisher the maximum revenue for her impressions; thus, making their ad-selling process more efficient.
Large publishers have discovered a considerable increase in earnings after switching to Header Bidding. The Telegraph, as an example, has reported a 70 percent increase in the programmatic ad-revenue after implementing Header Bidding (other significant publishers like CNN International and The Daily Mail have reported similar results).
Jump aboard the Native Advertising train!
In 2018, over 58 percent of the advertisers’ digital display ad budget will be spent on native advertising. That’s almost $33 Billion that advertisers want to spend on ads that have the same look and feel of a publisher’s content — essentially advertisements that don’t look like ads.
It’s no secret that consumers are growing tired of ads, which causes them to appear them click on them less.
That being said, 32% of consumers said that they’re willing to share a native advertisement, even if they understand that it’s an ad.
Advertisers also love native ads because they are viewed 53 percent more times than standard display advertisements.
So, Native ads work, and that is why advertisers love them and are willing to dedicate more of the budget to them; 92.3% of publishers who marketed native advertisements last year saw their ad revenue rise significantly.
Blocking ad-blockers to increase your revenue
Since the internet’s early days, electronic publishers have relied on advertising to make money. That revenue stream is, however, being threatened by the swift adoption of Ad Blocking technology.
By the end of 2018, 33% of internet users are expected to set up and use an Ad Blocker. That means that, as a publisher, you’ll be losing 33% of your impressions!
The situation is undoubtedly crucial and has pushed a lot of large publishers to start thinking about alternative business plans; such as paywalls.
But before you change your business model, you can still get around ad blocker by:
Opting for Native Advertising: Most ad blockers have difficulty differentiating native advertisements from actual website content. Serving more native ads will surely raise your ad impressions.
Installing an Anti-Ad-Blocking Script: Unfortunately, Anti-Ad-Blocking Scripts do not allow you to block ad blockers (how cool would that be!) . What they will let you do yet is to detect when a user is using an ad blocker. Identifying these users will then assist you to filter them out in your analytics (which is necessary especially if you’re selling your ad inventory directly to advertisers). You may also ask these users to add you to their ad-blockers whitelist after identifying them; a strategy that most large publishers are currently using.
You’ve got a lot of data, know how to use it!
The Cambridge Analytica Scandal, the new GDPR Law and Apple’s and Mozilla Firefox’s new Anti-Tracking functionalities, are all recent improvements in the Ad Tech are making it easier for Publishers to market against sizeable social networking players.
The overreliance of those social networks on Third-party data to market ads and how they don’t have access to this data anyone has attracted advertisers to Publishers who have their hands on an abundance of first-party data they control — This change has especially been beneficial to Publishers in the Automotive, Financial and Retail spaces.
That being said, most publishers don’t seem to use their data correctly to improve their sales. More than 37% of publishers say that their Ad Ops departments do not have access to their content analytics. Also, only 43 percent of publishers said they act on the data they collect.
That means that more than half of the publishers do not utilize the data they use to inform their editorial strategy.
Not using your analytics data to improve your editorial strategy and identify the content that guarantees the best viewability for your advertisers’ ads is causing you to make money on the table. Make sure you’re well equipped to collect data regarding the operation of your posts (a tool likeGoogle Analytics is a must) and track your customer’s behavior (You will usually need to set up a CDP as well as your Analytics platform).