2022 has not been an easy year in many ways, especially due to the inflation following the war in Ukraine. However, as always, Opti Digital’s team has worked hard to provide publishers with advanced technologies in order to improve their monetization. Let’s look back on the highlights of 2022 and what’s ahead next year.
2022 was characterized by…
The launch of dynamic price flooring Opti Yield
After months of development, we unveiled Opti Yield, a powerful and agile innovation that answers many needs faced by publishers.
Powered by Machine Learning, this innovative solution connects to the publisher’s ad stack in order to automatically calculate and send hundreds of price floors to all the partners involved to maximize RPM.
Available as a stand-alone plug-in and implemented on all sites using the Opti All-in-One solution, it allows publishers to increase their revenues by 20%.
Meetings with publishers, sales houses and media groups
This year we participated in 15 events in Europe, many of them for the first time, such as: ATS Madrid, Cannes Lions, Dmexco, The Publishing Show… An opportunity to discuss the challenges faced by publishers, which may differ from country to country.
Concerning our annual meetings, we hosted a new edition of our Publishers’ Breakfast, but this time in Paris! Among the topics discussed during that morning, we may mention the keys to optimize publishers’ revenues: Dynamic Ad Insertion, Lazy load and Ad Refresh for Ad viewability, always keeping in mind SEO and User Experience.
Another strong moment for our team was the organization of the 2nd edition of our sports challenge: TheOpti Digital Green Challenge. Thanks to 154 participants, we were able to cover nearly 35 000 km by running, walking or biking and plant 4,500 trees with the association Planète Urgence.
In 2022, we also hosted webinars to answer publishers’ live questions and share our team’s expertise on various monetization topics. See you in February for the next one about Opti Yield!
Our objectives for 2023:
If 2022 was a busy year, 2023 promises to be even more exciting with :
A new ad format, focused on incremental revenue, engagement and first-party data
More events in Europe and the USA
Educational webinars, white papers, studies and barometers
Many recruitments to support our growth (marketing, administration, customer success, full stack developers…)
The release of our Analytical Platform V4 even more powerful and user-friendly
In this context of macroeconomic crisis and cut of advertising expenses, publishers need all the keys to limit their unsold inventory. In this new article, you will find 7 tips that can help you fill your remnant inventory at its maximum capacity.
Tip #1 – Exploit all the formats and media types
First, for all display placements we recommend using all the sizes, formats (MPU medium rectangle 300×250, larger one 336×280, leaderboard 728×90, half page 300×600…) and media types (display, native and video outstream) that are available on your ad server, and thus, maximize your monetization as it will open your inventory to a larger demand.
Tip #2 – Improve your ad viewability rate
Improving your viewability rate and displaying it on your media kit and on your DV360 marketplace profile will allow you to attract more advertisers willing to pay more for the most viewed ad spaces. Remember that the higher the viewability, the better your profitability for that placement! Try reaching at least 70% of viewability rate on desktop and 65% on mobile. There will be more buyers for your inventory, and you’ll increase your RPM.
Lowering your price floors will help improve your fill rate, by decreasing the number of unfilled impressions. But this change requires a constant manual monitoring from your side to ensure a CPM per request as it will probably have another effect of decreasing the average eCPM too ; Which is not always easy to do if you don’t have the time or the right resources. This is why an automatic price floor solution able to calculate dynamically the real value of your inventory is the best solution, such as the one Opti Yield provides.
Tip #4 – Increase your floor and run a second ad call
In 2022, the volume of unfilled inventory has increased across all publishers because of the energy and inflation crisis. Samewise, the unsold rate grows when you implement an automated UPR tool pushing minimum values in the bid requests. This side effect happens because not all buyers will afford to pay a higher price. That’s why we highly recommend completing a dynamic floor price with a second ad call at a lower price in order to offer a real change in value proposition.
Fallback, backfill or second ad call is the process of filling or backing up an ad space with another advertisement when the first bid request has failed to be sold. Also called “unsold recovery”, it is a second chance to fill the remnant inventory with default campaigns. The value of a second ad call is generally lower than at the first bidding level.
Your fill rate will soar, so will your advertising revenue. Our technical team has recently released a new second call feature which allows publishers to convert 50% to 70% of remnant inventory into filled one. To know more about automatic price floors and second call ads, feel free to reach out to us.
Tip #5 – Give access to your inventory to more bidders
It is important to open your inventory to several demand partners in order to boost competition and optimize the filling of your ad spaces. To know which ones are really bringing extra revenue to you, we recommend regularly measuring their incremental value by running A/B tests. Also remember to frequently check in with SSPs to benefit from all they can bring you such as new formats they may offer, deal IDs they can plug in, or original features they may enable.
Tip #6 – Optimize your consent rate
One of your best allies in your monetization, especially since reinforcement of data privacy laws in Europe and in the USA, is to optimize your consent rate. If you did not set up a CMP yet, this is essential to your monetization in those geographies. SSPs bid according to the user consent: If users agree to share their personal data, advertisers are able to target them better according to their browsing behavior and pay a higher price to reach their targeted audience. On the contrary, users who do not accept to share their data will only be targetable through alternative ways such as context or user IDs.
So how to optimize your consent rate?
Send a specific message to the users that refuse to consent to make them change their choice into positive consents. It can be done through consent recovery campaigns served through an alternative cookieless Ad Server such as Opti Digital Ad Server.
On the consentless audience, display your message on a floating banner, degrading the user experience. It may help change people’s minds. Always keep an eye on your bounce rate as it may impact your traffic.
Restrict access to your content to consenting users via a paywall offering consent or pay options.
Tip #7 – Segment your audience
Help advertisers reach their targeted audience, so they spend more advertising budget on your media: With cookies and positive consent strings, you’ll be able to offer behavioral targeting capacity. Unfortunately, approximately 30% of the inventory is now cookieless, on Safari and Firefox users. Try to offer visitors an extra service through a registration wall: Segment your inventory by user types, offering a better browsing experience to logged-in users for instance. Such a registration will enable you to convert hashed email address or cell phone number into alternative IDs and to send them through the bid request. Though these IDs are not used in open auctions, some publishers report greater RPM thanks to them on private deals.
As you see, turning remnant inventory into sold impressions requires constant efforts and solid technology.
If you have any doubts about how to convert those tips into actions or if you need any custom advice from dedicated experts, we would be happy to know your situation. Leave us a message here.
At Opti Digital, we offer technologies that allow publishers to optimize their monetization while protecting their UX as much as possible.
Content jumps, intrusive ads, slow site loading… Poor ad layouts cause a number of annoyances that can negatively impact your user experience and your overall advertising performance. That’s why we recommend taking care of the ad structure, including the volume (ad pressure) and location of your ads.
In our last webinar, we shared our top tips for optimal ad layouts. Discover them all now.
The 5 steps to master your Ad Layout
Tip 1 – Placements: Dos and don’ts
Your strategy about placements depends on the type of auction you run on your site. Here we will focus on the right placement strategy for open auctions that are paid on a CPM basis.
Mobile #1: It is important to avoid having non-sticky ads at the top of the screen on mobile. Indeed, users tend to scroll fast, until they reach the content, which will reduce your viewability rate considerably. Equally, it is very unlikely that a visitor will scroll to the bottom of your site, therefore, you should avoid placing a non-sticky ad just above the footer.
Mobile #2: We very often favor integration in the heart of the content, since this is where the user’s attention is focused.
Mobile #3: As for the insertion in the heart of content, placing an ad at the end of an article can generate a good click rate.
Mobile #4: Used in the right way, interstitial ads offer unbeatable CTRs and high eCPMs. However, as it is an intrusive format it is essential to use the frequency capping set by google (1 interstitial per hour for 1 for a unique user) in order to protect your UX. The closing button must also be large enough to allow the user to shut the ad easily.
Tip 2 – Customize your page templates
The worst mistake a publisher could make in terms of layout is to have a single template for an entire site. It is recommended to adapt your ad structure to improve your monetization performance by customizing your layout:
By page – Prepare a specific layout for each page category whether it’s the home page, an article page or even a product page as the browsing behavior will be different.
By device – On mobile, an ad placed right at the fold, after the first paragraph, is a good option as this is where viewability and click-through rates are the best. On the other hand, on a desktop, a billboard type position (above the picture) will be more suitable.
By user – Don’t treat your users the same way and reward their loyalty! At Opti Digital, we adapt the advertising pressure to the type of user. For example, if the user is registered, we will show him/her fewer ads.
Tip 3 – Distribute your ads correctly
Ideally, we recommend that all publishers use technology that can distribute ads harmoniously within the content and around other site elements.
This type of technology should be set up in order to :
Define a distance, in pixels, between the ads, the images, the text…
Adapt the number of ads according to the length of your articles. The longer the article, the more ads will be displayed.
You wish to discover the two following steps to improve your layout?
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To go further on the subject, do not hesitate to contact us.