Tag Archives: ad revenue

Web Traffic Quality 2016: A Mid Tier Wake Up Call

Display Traffic Quality 2016: BOT BE GONE

(Sell-Side – Publisher talk!)

My name is Marc Joffe ( “Maverick Marc”) and you may remember me from such videos as: How to Qualify Ad Partners in 5 minutes“; “What’s’ An Ad Blocker?” and Monetization is Display Advertising“. This blog is about “Traffic Quality for Publishers: Top 5 Considerations” This is vlog is part of an ongoing series of informal talk about display advertising from and insiders perspective. Let’s get to it.

Arbitrage is an obsolete Business Model

2016 is the year that Non Human traffic (NHT) and bot traffic came to an end. Well not really, but the days of spending money on non human traffic is coming to an end. The tools and sophistication of tech and processes in Display Advertising, has made it an unprofitable business model. Demand side, supply side, exchanges and the ad partners along the supply-demand chain, have traffic quality tools and teams to make sure that there is a transparency in the online advertising ecosystem.

Demand Gone bye bye

I would propose to all publishers to carefully consider changes in your traffic sources and volumes and monitor your traffic quality – as if you’ like to continue earning ad dollars. I’ve seen first hand the changes in demand dollars being shifted to sites with better quality traffic.

High traffic sites aren’t the only priority for demand sources. Traffic Quality teams are like a separate entity within that cannot be manipulated. They’re not based on relationships – but hard evidence. The percentage of Bot traffic during a time period. And based on this data, publishers, specifically mid tiers are removed from demand sources as well removed from major exchanges in the US, UK and Europe.

Considerations for Publishers Traffic Acquisition Strategies

  1. Arbitrage Revenue Based Model – forget it. It’s not sustainable for much longer. Get out.
  2. Stricter Standards: Demand Side: Ad dollar All of us are now focused on traffic quality when qualifying new ad partners and we have the tools to do that immediately.. and no we aren’t sharing that info with everyone.
  3. OpenX / Spot X. if you’re blacklisted from OpenX you can forget about generating any demand from the US. And If you are blacklisted from SpotX, you can forget about EU ad dollars.
  4. Non Human Traffic (NHT). If the traffic is too cheap then it’s NHT. Beware.
  5. Reputation of your website. It’s a small but global ecosystem. Don’t get blacklisted.
  6. (Bonus) Mid Tier networks: very susceptible to a lost revenue source. The demand side is requiring the best inventory.

Entertainment Vertical is Dead

Some verticals are more susceptible to NHT and bot traffic like Entertainment based sites. For traffic quality teams, and business development teams, and when I prospect for new partners, red flags go off now when onboarding a new publisher in the Entertainment vertical. We watch all traffic closely, but especially the Entertainment vertical. It’s time for a wakeup call… ring.. ring.. “Publishers, get your traffic quality in line with global standards and keep earning ad revenue – or go back to SEO.”

Thanks for reading. suggestions?

Earn More Ad Revenue Today

Digital Marketing INSIDER video blog

Need the advantage of an advertising consultant and business development manager, with a speciality in Display or Mobile Advertising? 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 Vancouver, Canada and still make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my new ad supported youTube channel

Canadian Display Traffic – The ‘Valueless’ Country

Canadian Display Traffic: Valueless in 2016

(Sell-Side – Publisher talk!)

Canadian web traffic seems to be devalued on the world market, ranking close to Australian. Especially the market value on the global programmatic marketplace. Canadian “eyeballs” aren’t just that valuable to the demand side. Really we’re quite similar (Aussies & Canadians), but that’s another story.

Canadian traffic is at the top of many of the global network and Tier 1 publishers.. In the top 4 traffic sources by Geo. Yet, demand for Canadian traffic isn’t constant outside of Canada, and the traffic goes largely unmonetized. Demand for Canadian display traffic originates from within Canada. Yet demand for example for US, UK, DE traffic originates outside of those countries too. Demand for these Geo’s is constant and auto generating. Why?

Fewer Canadian Consumers

The Canadian consumer is a valuable and intentful traffic source. There’s just not enough of them localised in one particular DMA. Besides the Toronto corridor or maybe Montreal, crossborder publishers’ targeting capabilities are too limited to make a measurable impact on ad revenue – even when there is CA demand. And the purely top Tier 1 “.ca” publishers’  inventory is already wrapped up an commoditized by the larger Canadian networks.

The geography, disparity and proximity to the US market may be one factor. The US market is the strongest  and most valuable traffic in the world, with the highest CPM’s in North America that’s for sure. According to the Financial Post article dated in 2013, “Online retail sales to hit $34-billion in Canada by 2018” , Canadians are expected to increase their purchases online from retailers like Amazon, and Best Buy. For more information on how the demand side capitalizes on your web visits and  your web browsing tracking and history.. See my previous video blog post “Advertising: Why You Need It: 2016”  about the nature of digital tracking and consumerism in North America.

Canadian “eyeballs” going unmonetized

Canadian (CA) traffic is going largely unmonetized on cross border publishers. CA traffic is not being valued. So how does this happe?. Let’s says a publisher has a majority of US, UK, DE and then CA traffic. The first 3 Geo’s get monetized and the CA goes to a remnant partner .. so the lowest in the ad dollar chain.

That same CA traffic on a Canadian site is valued twice as much from demand/buyers within Canada. It makes more sense to advertise to Canadians from outside Canada, as it’s more cost effective for the demand side.

Programmatic Advertising in Canada

To confound the situation, programmatic is not understood by most Canadian mid tier Publishers, as they expect the direct or guaranteed buys to continue. To them, programmatic it as just another remnant deal, rather than incremental revenue or alternative revenue source.. rich media programmatic confounds them entirely.

Yet, the top tiers’ get demand dollars beating down the door all day so they just can sit back and get the direct buys and normal ad stack partners… but programmatic and scale buying of standard IAB and now rich media will continue to erode their high CPM’s. Listen and watch the market!

… video blog of this post coming soon!

Earn More Ad Revenue Today

Digital Marketing INSIDER video blog

Need the advantage of an advertising consultant and business development manager, with a speciality in Display or Mobile Advertising? 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 Vancouver, Canada and still make a great Dutch “toastie.” @adopsonline. I vlog about display, seo and marketing. Subscribe to my new ad supported youTube channel