Opti Digital’s invisible work: 5 essential optimisations we do for you

At Opti Digital, there are the optimisations that you know about, whether they are A / B tests or best practices deployed on your entire inventory: automatic refreshing of ads and dynamic insertion of ads into the heart of articles… And then there are the actions that we perform on a daily basis, which you probably don’t know existed but offer great results. 

Here are 5 optimisations that we put in place for you and that we monitor and adapt, continually based on the results they offer, to ensure that your monetisation is always optimal.

We make sure you stay on the cutting edge of technology!

We update our Header Bidding, Prebid solution for you as soon as a new version is available. The last one was carried out on 30/11/2020: Prebid 4.17.0. 

Always with a view to improving your turnover, we regularly check in with Google to learn about new features in the Ad Server, making full use of all of its features and resolving any problems. For example: replacing previously configured floor prices with appropriate protections to block the display of ads on certain pages or selecting technology partners requiring consent, etc.

We follow the participation of our selling partners in your inventory

We make sure that all our demand partners participate as much as possible in the auctions on all of your advertising spaces and that you benefit from all the formats and media types they have to offer.

We regularly update the Ads.txt files of our partners to capture the addition of new lines. 

Whenever new formats are released, we test them to analyse their added value.

Then, we correct any advertisement display problems with Just Premium when the design of the site is degraded or even Triplelift when the advertisement is displayed above the content of the media.

Read: Why should ad placements be important in your monetisation strategy?

We help you comply with the GDPR

Regarding the legal framework, we synchronise the advertising tags with your CMP (Consent Management Platform). We wait for the user’s response within the CMP then make the consent strings available to the selling partners. And we interact regularly with your CMP providers to optimise your consent rate. 

 Since November, we have fully synchronised the Google Ad Manager tags with the CMP so as not to call the Google Ad Server when the Internet user opposes targeted advertising.

For the past two months, we have been performing research and development in order to fine-tune advertising solutions that work without cookies, in order to compensate for the shortfall linked to the refusal of targeted advertising.

We measure the added value of all selling partners

We take the time to regularly check in with demand partners to understand their full potential and correct any problems. We identify the best sizes to configure in the Bid Requests to benefit from all the advertiser demand. And, we get a preview of the original SSPs request in Beta.

Every month, we test new partners to measure their incremental value. Does this bidder improve the fill rate? Do they participate a lot in auctions? Is your RPM Page increasing? We analyse the results using our A / B testing tool and make an informed decision.

We constantly adjust your floor prices based on several criteria

We adapt your floor prices according to seasonality, changes in demand or the geographic area in which your traffic is located so that you have the highest possible page RPM.

In order to find the right slider and maximise revenue per thousand page views, we manually test floor prices in multiple samples and measure the results. We carry out further floor price tests directly with SSPs to maximise their spending on our sites.

Every day, we work to offer you the most innovative solutions to achieve the best possible results and make a point of ensuring your monetisation is optimal while respecting your objectives. This is our priority

Questions about your monetisation? We are here to help. You can write to us right here, contact us by email: hello@optidigital.com or call us: +33 06 29 94 49 77.

Digital entrepreneurship in 2021 # 2: advice and good practices for getting started

In 2019, more than 815,000 companies were created in France, according to INSEE. Entrepreneurship continues to attract each year, so much so that 31% of French people say they want to create their own business according to a study by the Banque Populaire (in French). In this particular context of the health crisis, the digital field is, more than ever, an undeniable growth vector. How to make your idea a reality and succeed in your first steps as a digital entrepreneur? Who better to respond to the subject than those who are living the adventure on a daily basis…? During World Entrepreneurship Week, we decided to share the experience and advice of our founders, Magali and Sébastien, through 2 interviews.

After presenting their backgrounds as digital entrepreneurs, they deliver valuable advice and best practices to follow in order to successfully embark with independence.

Hello Magali and Sébastien, thank you for your answers during the first interview. Let us return to the subject of business creation. How do you finance a digital project? 

“In order to make yourself visible from the start, there are many free and easy-to-use solutions to create your website: Wix, Site123, GoDaddy, WordPress, etc.”

Magali

Magali: Online in this case, the costs are lower, unless there is a need to hire due to lack of skills. You just have to succeed in financing your time to properly develop your project. My advice would be to start in parallel with your salaried activity to continue working your network there and to finance, at the same time, availability time to prepare your business creation project in this same sector. 

In order to make yourself visible from the start, there are many free and easy-to-use solutions to create your website: Wix, Site123, GoDaddy, WordPress, etc.

“You should not try to create something too complicated that will require a significant investment of time and money at the start but rather take an iterative approach”

Sébastien

Sébastien: Investment in the digital field is very low, or even zero. The big advantage when going digital is that you don’t necessarily need offices, machines, stocks … You can work from home with your computer and a good Wi-Fi connection. As Magali mentioned, there may be hiring costs to be expected when you need a particular skill to start your project. In this regard, Magali and I were complementary and self-sufficient when we started, she worked more on the Marketing / Sales part and I worked on the Technology development side so we didn’t have to plan for hiring costs to get started.

My advice for getting started is to have a very simple project vision, don’t try to create something too complicated that will require a significant investment of time and money at the start but rather take an iterative approach. This helps to avoid taking too much risk and maximises your chances of having profitable results from the start. 

How to find your first customers  

Magali and Sébastien: It is very important to use the relationships you have to start off with. In our case, the direct network and the circle of acquaintances helped a lot. This allowed us to do our first tests and sign our first contracts. 

How to recruit your first talents to grow your business

I think it’s important to be accompanied by recruitment specialists to make sure you find the right profiles and free up time to use your skills with what you know how to do best

Sébastien

Magali: I think that first of all, we have to be able to show candidates that the company has potential and offers a secure environment. Presenting yourself as a start-up can sometimes scare some profiles. Then, I think we have to choose versatile people who will want to think outside the box and go beyond the perimeters of their jobs. For example, when we recruited our first international BizDev, he took care of translating our site into the language of the market and creating Marketing material to introduce our company to prospects. Finally, I think that the paying element to find your first talents is knowing how to surround yourself with recruitment professionals. They know how to identify problems and find motivated people who will succeed in ticking all the boxes.  

Sébastien: Like Magali, I think it’s important to be accompanied by recruitment specialists to make sure you find the right profiles and free up time to use your skills with what you know how to do best. 

What difficulties can we face when embarking on entrepreneurship and how can we overcome them?

“Do not be discouraged by existing competitors. They are not unbeatable and it is possible to emerge from among them by bringing your own added value”

Magali

Magali: 

  • In the first year, finding your first customers can be an obstacle course. You have to hang in there and not give up. Once the machine is up and running, the rest follows, but you have to start somewhere, gradually: finding your first small customer, then medium, and then large. 
  • Do not be discouraged by existing competitors. They are not unbeatable and it is possible to emerge from among them by bringing your own added value. 

“At the beginning, you have to concentrate most of your time on prospecting, more than on developing a product that is too complicated to sell and therefore difficult to test”

Sébastien

Sébastien:  

  • I also think that being able to convince and land your first clients is the biggest difficulty any entrepreneur faces when he / she starts up. In the beginning, you have to focus most of your time on prospecting, more than on developing an innovative product, which is difficult to sell and therefore difficult to test. The idea alone is not enough, you have to be able to confront it with reality and therefore with customers. 
  • The other challenge, in my opinion, would be facing product development problems by finding the right solutions to respond to them. You have to be able to quickly unblock the problems that customers encounter in order to continue to satisfy them.

If you had 3 tips for those who want to take the plunge in 2021 what would they be? 

Magali: 

  • Take the leap in your sector, where you have experience and where you have acquired knowledge that will be able to help set up your project: you know the market, the target, the suppliers, in short all its specificities. It’s a lot less risky getting into something you already know. 
  • Do not try to reinvent the process by developing something that already exists from A to Z. It is better to focus on an existing technology and make optimisations. 
  • Know how to train employees in the growth phase: transferring skills to free up time for the development of products or technologies that are important for improving one’s position on the market against competitors. 

Sébastien: 

  • Make a business plan, market research and estimates: how much will it cost me and how much will I earn? How many customers will I be able to reach with my technology? What growth can I expect to achieve? I will say that it is important to create a careful business plan to be able to take a step back from what is achievable and reachable and what is not. 
  • Look for customers from the start. Use your direct network and knowledge and start making contact with potential customers.
  • Develop your product in an iterative and agile way. The first version is often imperfect, it is moulded and perfected over time, thanks to customer feedback and changing market trends. I think it is essential to take this approach of continuous improvement. 

Thank you Magali and Sébastien for all your advice! We close this series of articles on business creation in the hope that they will help give you a clearer view of digital entrepreneurship and allow you to get started with peace of mind. 

See you soon for new content!

The Opti Digital Team.

Digital entrepreneurship in 2021 # 1: portraits of entrepreneurs

In 2019, more than 815,000 companies were created in France, according to INSEE. Entrepreneurship continues to attract each year, so much so that 31% of French people say they want to create their own business according to a study by the Banque Populaire (in French). In this particular context of the health crisis, the digital field is, more than ever, an undeniable growth vector. How to make your idea a reality and succeed in your first steps as a digital entrepreneur? Who better to respond to the subject than those who are living the adventure on a daily basis…? In this World Entrepreneurship Week, we decided to share the experience and advice of our founders, Magali and Sébastien, through 2 interviews.  

In this first interview, they discuss their career paths, their first steps in entrepreneurship and go back to the beginnings of Opti Digital

Hello Magali and Sébastien! To start with, can you tell us more about your background? Have you ever been an entrepreneur?

Magali: I started my career, in Spain, in a digital contextual advertising company. I was in charge of the marketing and development of B2C products. I quickly evolved from product manager to manager of a small team and then a larger team. It was then that I was able to work with Sébastien.

After 5 years, I felt the need to immerse myself in the operational side of things, in order to challenge myself and to stimulate me on a personal level. Being passionate about wine, I founded Les Sommelières in 2013, an internet platform to introduce women to oenology. At the same time, I supported SMEs to improve their visibility and their commercial performance on the Internet as Freelancers in Digital Marketing, an experience during which I had the opportunity to collaborate again with Sébastien.

Looking for a little more stability in my life, as a freelancer and founder of a wine company, I became an employee of an SME in Lyon, as International Development Manager. I was asked to internationalise the company while everyone was backtracking towards it… It was a great challenge to take on. I was mainly responsible for the development of the Spanish and Belgian markets, addressing on the one hand publishers wishing to monetise their databases and on the other hand advertisers of eCommerce sites wishing to re-target their email traffic. I had to learn to adapt to the Spanish market, which is less inclined to carry out behavioural retargeting than in France, fearing the data protection agency. It was not easy, but I managed to sign some great names and above all, I enjoyed being in contact with the customers. 

Sébastien: I accumulated 11 years of experience in a performance marketing company in Barcelona starting as a Web Developer, then Project Manager, Product Manager and Technical Director, ending up as General Manager. This experience allowed me to understand several professions, both in the operational, managerial and decisional parts. It has helped me a lot to build and develop Opti Digital. 

Then, I decided to jump with both feet into freelancing by becoming an AdTech Consultant for a year, offering my expertise to companies concerned about their digital advertising. 

Have you always wanted to be an entrepreneur? 

Magali: No. It was not at all in my life goals at first. In addition, it is not something that is part of my family culture, my parents were civil servants and I did not have entrepreneurs around me. 

Sébastien: Me either. I wanted to accumulate experience and work on projects for which I could have some freedom in their realisation. With time and opportunities, I started to become interested in freelancing, looking for a little more autonomy in my work. 

In your opinion, is working as two easier than going it alone?

“When there are two of you, you can count on the other to support you in the most difficult times, and vice versa”

Magali

Magali: It is obvious to me. Having tested both ways, I find that going it alone can sometimes be difficult. When you lose your motivation or experience a failure that is difficult to overcome, you have no one to support you except your loved ones. When there are two of you, you can count on the other to support you and motivate you to move forward. Being two also makes it easier to make decisions, especially difficult ones. Also, I think it’s essential to put in place a balance that will satisfy both parties so that there is no frustration. On the other hand, you have to start with the right person, which can be difficult to find. Seb and I have known each other for a long time. We are complementary on many points. 

“Being two allows you to confront your ideas with the other and make them mature much more quickly than if you were alone.”

Sébastien

Sébastien: Yes. I think it’s easier especially when the partnership is effective as is the case with Magali, we manage to support each other, to complement each other and to move forward together. When you want to embark on an innovation that requires testing, as is the case with Opti Digital, the fact there are two of you allows you to confront your ideas with the other and to make them mature much more quickly than if you were alone. 

What are the main questions that we should ask ourselves before starting?

Magali: Am I bringing value to the customers? What problem will I solve with my technology? 

Sébastien: Am I ready to invest my time? You have to be ready to commit to a project whose first results can take a long time to come – to the point of encroaching on your personal time.

What solution can I develop to meet a need and give satisfaction to a customer? Can I get a place in the target market or is it too competitive?

Where did you get the idea for Opti Digital? 

“You have a thousand times more chance of succeeding in a sector that you know well”

Magali

Magali: During my salaried experience, I was often in contact with Seb. One day he called me to tell me about a new technology in programmatic advertising, Header Bidding, which was working brilliantly in the United States and asked if I was up for testing it. I was in regular contact with publishers who told me of a real need for monetisation and as I wanted to become freelance again, I immediately went for it. We started by testing this solution on our friends’ websites before creating Opti Digital. I think that the chances of success are increased when you start in a sector that you know well rather than in a field that you want to discover in a personal capacity and which you do not really add value to. 

“What’s interesting about this industry is that it is constantly evolving. We constantly have new solutions to create to help publishers develop their activities”

Sébastien

Sébastien: Being a consultant for several publishers at the time, I had a lot of free time to do research to improve their digital advertising. Several of my friends were editors of small media sites and with my experience accumulated in their feedback on the sector, I could realise the difficulties they encountered on a daily basis. Difficulties that can be overcome thanks to this innovative technology coming straight from across the Atlantic! After having tested it and found that it was bearing fruit, Opti Digital was born very naturally. 

Every day we learn and adapt to keep pace with industry trends and the ever-changing needs of publishers. We constantly have new solutions to create to help publishers develop their activities. It’s very stimulating!

How were the first months at Opti Digital?

Magali: We started remotely, Seb in Barcelona and me in Lyon. We had the time to prepare the project well since I started working part-time and he was on a mission, especially with the possibility of organising his working time as he wished. In the beginning, we spent our day in videoconferences analysing the results of our tests. At that time, I was only focused on sales, tirelessly reaching out to small publishers I knew to introduce them to the product. We quickly realised that we lacked a Google AdExchange account to support small publishers so we used the account of an official Google partner and deployed their header bidding technology on publishers’ sites.  

“The trigger was signing up with a major online magazine that was looking to increase its ad earnings. At that time, Seb programmed our own Header Bidding technology”

Magali

At the end of the first year, we started contacting increasingly important publishers. The trigger was signing up with a major online magazine that was looking to increase its ad earnings. At that time, Seb programmed our own Header Bidding technology to support this publisher via his Google AdExchange account. Very quickly, their turnover increased exponentially. Little by little, we integrated all the new sites we were working with using Opti Digital technology.   

“Our direct network and our tenacity have helped us a lot to emerge in this market, to find our first customers and to quickly realise our ideas”

Sébastien

Sébastien: The first months were intense: there was a lot of learning, tests, failures but also successes as we progressed. 

At the beginning, as we were not well known, we had to show perseverance to succeed in carving out a place among our competitors. Our direct network and our tenacity have helped us a lot to emerge in this market, to find our first customers and to quickly realise our ideas. We started by doing a lot of tests and learning from the first results. And, as we went along, we added new pieces to our product, which thus matured.

Thank you Magali and Sébastien for this feedback! The rest … in the next article: Digital entrepreneurship in 2021 # 2: advice and good practices for getting started.

If you want to find out more about our solution, do not hesitate to contact us! 

Why should ad placements be important in your monetisation strategy?

Réflexion sur la stratégie de monétisation

At Opti Digital, maximising your advertising profit does not mean flooding your pages with advertisements and reducing your website to the state of a…Christmas tree.

In order to help you optimise your monetisation, we have developed automatic ad insertion technology. Thanks to our intelligent algorithm, we can harness the full advertising potential of your media and identify unused and interesting spaces while maintaining good user experience. Better visibility, improved site loading speed, acceleration of advertising gains… there are many advantages for media publishers. In this article, we reveal this flagship technology and emphasise the importance of properly distributing your advertising inventories.  

About automatic ad insertion

As we mentioned in the introduction, the automatic insertion of advertisements makes it possible to monetise content in an innovative way. The algorithm that we have developed is able to precisely analyse the advertising potential of a media site and automatically display ads there where they are likely to have the best performance.

https://www.optidigital.com/wp-content/uploads/2020/10/Sans-titre-1.jpg
Example of in-read locations, with one of our clients, Numerama.com

Contrary to what one might think, it is not the inventories placed at the top of the page that yields the most. In-article ads (also known as in-read) are the most valuable for monetisation since they are located where the reader is focusing their attention. We always advise the media to move these high spots and put them at the heart of the content and to alternate between content and ads. 

We are aware that inserting advertisements in the heart of an article is not easy for the publisher often blocked by its CMS (Content Management System) like WordPress or Drupal, whose functionality is sometimes limited.

This is why we have developed an intelligent solution that inserts ads at the heart of editorial content and harmonises the distribution of media advertising spaces.

This technology is completely customisable to respect an editorial logic.

It follows a number of rules that we define with the publisher, according to our strategic recommendations, in particular: 

  • The distance in pixels between two ads
  • Positioning above or below content such as a title with H2 tag or a paragraph
  • Distancing with a particular video, image or widget (Twitter, Instagram, comment, etc.)

These rules vary depending on the media and the specifics of the different pages of the website.

Finding the right parameters with A / B testing

Based on an intelligent algorithm, our automatic insertion solution will: 

  • Instantly study your web page structure and analyse the value of each location
  • Automatically redistribute ads and deliver new ads based on previously defined rules

“Thanks to this intelligent tool coupled with our A / B testing solution, we are able to find the right compromise between good user experience and optimal monetisation and thus meet the expectations of publishers.” 

Sébastien Moutte, Co-founder and President of Opti Digital

In order to improve the performance of this lever, we simultaneously implement our A / B tests to bring out the most efficient advertising configurations and meet the specificities of the sites and the needs of the publishers. For example, to optimise the user experience, we can test a certain distance between two ads and measure the impact of this setting on visibility and page RPM (revenue per thousand page views) by comparing the results with those obtained before the deployment of this test.

Read: Opti Digital launches its A / B testing solution for digital media monetisation

The advantage of combining this solution with Lazy Loading

A pitfall to avoid: positioning inventories at the very bottom of the page for direct loading, even if Internet users do not scroll to this level. This may deteriorate the loading speed of the website and display impressions that will have a negative impact on the average visibility of the site. In addition to the automatic advertisement insertion script, we recommend applying the lazy loading principle to display advertisements only when the Internet user approaches them. 

Combined, these two technologies have a positive impact on the number of ads per page viewed, the loading speed of the website as well as on the overall visibility since the ads are loaded gradually. Inventories are better valued and optimally positioned to boost page RPM.

Excellent results observed with our clients

Thanks to the automatic redistribution of in-read locations, our customers have observed an increase in their page RPM of between +5 and + 15%. The impact of this technology is all the more important in mobile inventories where the average page RPM is close to 15% growth

While respectful of Internet users’ navigation, positioning rules and editorial logic, this tool brings additional benefits to publishers who wish to optimise their monetisation.

Our advice to publishers who want to improve their advertising revenue at the end of 2020: think of a vertical positioning strategy for mobile inventories. As an indication, the share of mobile traffic would represent 60 to 70% for all of our publishers, according to our analysis.

If you would like personalised advice to optimise your monetisation, contact us or give us a call: (+33) 6 29 94 49 77. We will be happy to help you! 

How to successfully use header bidding on AMP from TCF 2.0? FUTURA media analysis

After several months of work, the engineers of Opti Digital have developed a solution that combines our Prebid server and Real-Time Configuration (RTC, AMP’s native Header bidding solution). This innovation makes it possible to find on the AMP (Accelerated Mobile Pages) environment the same competition between bidders as on Web inventories and effectively stimulates the CPM rates of Google AdExchange and Open Bidding.

The first results are excellent in all media that have deployed this solution: unsold products are collapsing and the publisher’s net page RPM increases on average by 50%.

We have decided to share with you the impressive results observed in one media we are supporting:

FUTURA media 

https://www.optidigital.com/wp-content/uploads/2020/09/Futura-logo.jpg

Founded in 2001 by Guillaume JOSSE, Futura is the media of reference for scientific and technological innovations (top 20 in the French-speaking media, 20 million sessions per month). Structured around 5 environments (science, health, tech, planet, home), Futura offers journalistic content for decryption in various formats (news, files, videos, etc.) to curious Internet users eager to develop their knowledge.

We have been supporting the publisher Futura since the spring of 2019: our advanced technologies, our systematic A / B testing strategy and the precise analysis of media performance have made it possible to optimise the profitability of the media on multiple formats on the site and on the AMP (Accelerated Mobile Pages) environment. 

These unique inventories meet the quality criteria sought by advertisers: the average visibility rate is close to 60% (73% on AMP) and the average click-through rate is 0.55%. 

The deployment of header bidding is one of the latest innovations to date in Futura’s AMP environment. It took place in two stages: connecting the Prebid Server in TCF 1.0, then adding new sales partners after switching to TCF 2.0.

The performance of header bidding on AMP 

Here are the results observed in the AMP environment: 

  • In May 2020, before the implementation of header bidding, when the French had barely come out of lockdown, the unsold rate was high and the eCPM quite low.
  • In July 2020, after the introduction of header bidding, the newly connected selling partners lowered the unsold rate and the eCPM rose.
  • In September 2020, after having connected more programmatic partners in header bidding and carried out numerous optimisations – including the migration to TCF 2.0 – the unsold rate was divided by 2 and the eCPM doubled.
 Unsold rateeCPM inventory
AMP with header biddingDivided by 2.2Multiplied by 2.1
Evolution of the programmatic profitability of the Futura media on AMP

Definitions

Unsold rate = number of unsold impressions out of the total number of available impressions (sold and unsold)

eCPM inventory = turnover achieved for 1000 available impressions (sold and unsold). This is the key indicator to follow to observe the effects of optimisations because it also includes unsold inventories in the analysis. 

Thus, thanks to the integration of Prebid Server, the publisher made a 210% profitability voucher on the AMP inventory.  

Prebid Server thus generates nearly half of programmatic revenues and opens an efficient path to a qualitative and new environment for advertisers. The advertising spaces of the Futura-sciences.com site are now accessible to brands, in particular via Media Square and Gravity.

Breakdown of revenue generated on AMP by type of request (September 2020)

Results confirmed since the switch to TCF 2.0

Our solution makes it possible to find on AMP the same competition between bidders as on Web inventories and to effectively stimulate the CPMs of Google AdExchange. This same phenomenon is observed when Open Bidding is also present.

We are proud to be able to share with you these excellent results that we see in all the publishers for which we have connected this solution in the AMP environment.

The good performance of our optimised configuration for the AMP environment with Prebid Server has been confirmed since the switch to Transparency and Consent Framework 2.0 from the IAB.

3 tips for a successful integration of header bidding in AMP:

  1. A compatible Consent Management Platform (CMP) 

To make it possible to set up header bidding in the AMP environment, the publisher must select a compatible CMP in order to collect consents for targeted advertising. Among the compatible tools, include Didomi, Sirdata or SFBX.

  1. Measuring the incremental value of each bidder

Several bidders or sales partners are now compatible with the AMP environment and integration via Prebid Server. To ensure rapid display of ads, it is necessary to select those that provide added value by measuring the inventory eCPM and the Page RPM over the same period by deploying this bidder on a test audience sample

  1. Readjusting floor prices

There is no point in keeping floor prices high in this troubled environment. Competition between bidders mechanically drives up CPMs and creates a dynamic floor price. 

Optimising advertising revenue with Opti Digital

At Opti Digital, we mobilise our expertise and our technical solutions to constantly improve the revenues of the media we support. 

Contact us to find out more about our support and test our header bidding solutions on your AMP inventory.

Opti Digital contact:

Magali QUENTEL-REME
Co-founder and CEO
Email: magali@optidigital.com
Tel: (+33) 6 29 94 49 77

Advertise on Futura

Futura is the media of reference for scientific and technological innovations (top 20 in the French-speaking media, 20 million sessions per month). We offer our partners varied and innovative communications systems, dedicated to each brand environment.

Contact Futura:

Guillaume JOSSE
Consulting Department
E-mail: conseil@fsteam.fr
Tel: (+33) 4 22 47 05 09