A common question among publishers, especially in their early stages, is why there are certain fluctuations over the year both traffic- and revenue-wise. For many, these changes appear random, which leads to having a tough time trying to evaluate the state of the business and making informed decisions. Luckily, there are common reasons behind the fluctuations, and today we’re here to explore why and when these changes occur, how to prepare for them, and how to read your data correctly.
If you’ve been following our blog you may have noticed we mention viewability quite often and for good reason. It’s become one of the key factors for evaluating inventory, which is hardly a surprise considering that the purpose of ads is above all to be seen. The advancements in technology now allow for much more precise tracking of this metric than ever before which has definitely been well received by advertisers overall. On the other hand, for publishers, the topic of viewability has been a rather controversial one and has led many to change their long-established practices completely. Having a precise record of an ad’s on-screen time has its pros as well, but it’s definitely taken a toll on media owners and has changed things irreversibly for both programmatic and direct sales.
In the ever-changing industry of digital advertising, publishers and advertisers are constantly uncertain whether they are reaching their audience in the right way. A dynamic approach towards innovation and constant research for improvements are the engines of scalable success.
This March was eventful for PubGalaxy and especially for our Demand Partnerships Manager, Pavel Mitev: he got on a trip around North America to meet with a few of our demand partners, namely OpenX, IndexExchange and DistrictM. In a global world where everything happens over the Internet, meeting people in-person makes all the difference for building lasting relationships.
Pavel’s first stop was Pasadena where he got see the OpenX HQ and exchange views on industry trends and developments. They talked about PubGalaxy’s priorities for 2019 and potential partnership opportunities.
Programmatic monetization has been improving rapidly and has become quite sophisticated nowadays, however, direct advertising partnerships are yet to become obsolete. Such deals bring plenty of benefits to both publishers and advertisers, despite the fact that it’s usually quite time consuming to secure, manage and deliver on them. If you’ve never run direct campaigns before or you’re just starting out you may need a little help, so here are our top 5 tips for being successful in doing so:
Mobile browsing has been around for quite a while now and it’s been a real paradigm shift for many people in the business, especially lifelong desktop users. In the past, media owners could simply make a few adjustments so that their websites are adaptable to the smaller, vertical screens of portable devices and that was good enough. For better or for worse that doesn’t seem to be the case anymore, as the advancement in hardware and connectivity has lead to an exponential increase in mobile activity. Today we’re seeing more and more publishers picking up the pace and creating a tailored experience for phones and tablets, using the technology to their advantage.
Google Analytics is an incredibly useful data processing tool that has become the industry standard for website management. It allows publishers to gain a better understanding of their audience, identify issues, track progress and measure the effects of changes.
The rapid evolution of advertising and publishing technology has lead to a more transparent, streamlined business model, but also a significant increase in the resources required for managing all the assets coming into play. While the benefits of programmatic are undeniable, the current state of affairs is also the underlying cause for neglecting certain practices, that require a bespoke approach for each web property, such as layout optimization. For that reason, we wanted to give you a brief overview of the process, its importance for digital publishing and how it can help grow your business.
Ads.txt Is Only The First Step In Combating Ad Fraud
Fraud is one of the most prevalent issues in the ad-tech industry. As quickly as technology evolves to fight it, fraudsters are adopting new techniques to continue their ill-intentioned campaigns. Continue reading →