Managing High Traffic Publisher Advertising Stacks


Online Advertising Revenue – In The Beginning

If you’re a small online publisher you may have one or a couple of verticals, and a sole advertiser that you derive revenue from – probably Adsense so you don’t need an online ad operations department. With a limited ad stack of a couple of advertising partners advertising revenue can still add up but there’s not much juggling you have to do.

Get More Web Traffic

As your internet traffic and visitors grow, media buyers will contact you with offers and promises and many types of buys (CPM, CPC, CPI, CPA. Rev Share) – and what does it all mean? This blog post does not address those issues, rather it deals with the day to day management of high traffic websites, publisher networks which by nature have complicated ad stacks – and how to adjust quickly to shifting priorities. If you have questions about how to grow your online advertising revenue and are a growing online publisher then feel free to schedule a 1/2 hour consultation with Marc.

Managing High traffic Ad Stack

When you have millions of visits and billions of monthly ad impressions, the level of traffic and ways to best monetize all that premium ad space and ad operations inventory can be both a challenge – and a great opportunity. All the advertising partners are competing on their clients behalf for the best impression of “first crack” or first look at your inventory so they can decide (in a microsecond) whether to serve an appropriate advertisement. This all happen is a fraction of a second, so having the right ad stack or ads in priority is tantamount. Usually the ad server software is suppose to do this automatically but those of us involved know that this takes daily management anyway.

How to Determine The True or Real CPM

A typical first intro question would be “What is the average CPM that other similar publishers are getting for this traffic right now? Ex. US traffic.” Once the commercially minded Ad operations leader has this type of information they have an better idea where to drop them into the ad stack in the ad server. But even then, usually the Media Buyer or the Network is too high CPM when all the delivery and daily rates are compared in the first couple days.

Match Delivery Numbers

The most important time is the first couple days when the display campaign is up.. checking daily delivery and matching that with acceptable discrepancies.. then put them in the ad stack at the real or true CPM. Whether it’s Appnexus, Right Media Exchange (RMX) Rubicon, Google, Q1Media, Adconductor – all fabulous ways to monetize your inventory – in the right priority in the ad stack. (We’ll talk about premium in another blog post so consider adding your self to automatically receive updates for this blog) Anyway now on the RTB.

RTB real-time-bidding

If your ad server has the ability drop all inventory into the an RTB then do it. The RTB that comes with a server side platform (SSP) like OpenX for example, will then fill all your remnant inventory – and nothing is left on the table unearned. The key to the RTB in the SSP is to make sure that your have the right price floor for bidding. You need to have the right floor so that the RTB bidders get a crack at everything else that isn’t sold – and not before. It’s not rocket science but it does need to be agreed on and monitored.

Earn More Ad Revenue Today

Digital Marketing INSIDER video blog

Need the advantage of an ad ops team leader or ad partner manager? My name is Marc Joffe and I can help manage your display inventory or create new demand for your advertising space. As a Publisher Advocate that’s what I love to do. I work from Amsterdam, The Netherlands and make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my new youTube channel

Online Advertising is the space around the content”Marc Joffe, Amsterdam, The Netherlands, Feb 2015

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