Monetizing your publication and getting returns on your hard work can be truly challenging. This is how to boost your ad revenue.

Boosting publisher ad revenue by leveraging the correct metrics

The Ad Tech Ecosystem

The ad tech ecosystem is incredibly complex and difficult for publishers to navigate with success, hindering their monetization strategies. The complexities of ad tech are always evolving and, beyond that, the sheer number of demand providers available to work with leaves publishers with the challenge of choosing the correct partners with the perfectly balanced configuration that maximizes their ad revenue.

But how can publishers turn this around and manage to successfully monetize their publication? There are a range of techniques that can be employed to secure success, alongside a focus on the correct analysis and metrics.

Boosting your ad revenue

To maximize revenue, it is critical that publishers are able to optimize the earnings of every visit to their mobile website, whether they receive the same or more traffic. Here are strategies that can help publishers to do that:

Invest in server-to-server header bidding.
Server-to-server header bidding reduces the strain on the browser by handling ad calls from the server within a single call to a third-party server. This speeds up load times for the end user while allowing publishers to work with as many header bidding demand sources as they desire, helping them to leverage those demand sources against one another and achieve the best possible prices for their inventory.

Now that you have a solid monetization strategy, discover how to optimize for mobile.

Integrations with the Top Performing exchanges, servers, and ad networks. Publishers need to determine which exchanges, servers, and ad networks perform the best for them. This information can be deduced by running tests and having those players compete against one another.

Balance user experience with ad configurations.
Many publishers make the mistake of attempting to boost ad revenue by simply making their ad configuration more aggressive and bombarding the user with more ads. This introduces latency and a noisy, unappealing user experience that can turn readers away. Publishers therefore have to be strategic when it comes to shaping an ad configuration that balances ad density with a smooth UX that values and nurtures the user.

Optimized floor prices in programmatic.
By leveraging programmatic to optimize floor prices, publishers can ensure that they do not leave valuable revenue on the table. This is due to second-price auctions. For example; if an ad buyer is willing to pay $12 for an ad space but ends up paying $2.01 because the second-place bid came in at $2, why should publishers have to walk away from an additional $9.99?

In addition, by making increased returns due to optimized floor prices, publishers are able to collapse any requests that come back empty, thereby relaxing the reader and providing a better UX for users.

Constant A/B testing.
Publishers need to keep a vigilant finger on the pulse of how adjustments and changes to their monetization strategy affect their engagement and revenue performance. This requires the accurate analysis of metrics, as well as the data handlers who have been trained with those skillsets. At the very least, publishers should be equipped with the tools that allow them to conduct this analysis.

Track the correct metrics.
ARPU is at the forefront of the metrics that should be tracked by publishers. The Average Revenue Per User is simply total revenue divided by total visits. ARPU gives publishers the power to accurately track their revenue performance while accounting for the variance of traffic to ensure constant revenue optimization.

The thorough and detailed analysis of normalized, comparable metrics, however, can contextualize changes to ARPU and help publishers to track which strategic decisions they make do and do not work.


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