Opti Digital’s 2022 milestones

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%.

Learn more about this product

Meetings with publishers, sales houses and media groups

dmexco la presse au futur milestones
1 – Dmexco / 2 – Publishers’ Breakfast / 3- La Presse au Futur

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: The Opti 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 
  • And much more!

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How to master your ad layout in 5 steps?

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.

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

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? 

Fill out the form below and get exclusive access to the webinar replay and presentation slides.

To go further on the subject, do not hesitate to contact us.

15 hacks to skyrocket your Q4 revenue!

Although advertising budgets for the fourth quarter of 2022 are difficult to predict, given the current macroeconomic situation, one exceptional event may end up being a good opportunity for your advertising monetization: the World Cup will start in November for the first time in its history. In a webinar held in early October, we presented publishers with 15 key recommendations to make the most of this period and maximize their revenues. Here’s what to remember:

Overview of revenue distribution by quarter and publisher vertical in 2021
Source: Opti Digital Analytical Platform

Before thinking about Q4, it’s important to make sure your website is following these basic tips for a successful annual monetization strategy:

1. Make sure you send valid consent strings

The legislation concerning the use of data varies according to the country and even the geographical area. In Europe, publishers must comply with the General Data Protection Regulation (GDPR), while in California they are subject to the California Consumer Privacy Act (CCPA).

2. Update your Ads.txt file

If you haven’t already done so, add an ads.txt file to the root of your site and make it public. Then make sure that all the vendor partners you work with are listed in this file so that they are all authorized to commercialize your ad inventory. 

3. Adapt your Advertising Pressure 

If you are tempted to increase the number of advertising spaces on your site, don’t do it! Instead of turning their site into a Christmas tree, we advise publishers to adjust the advertising pressure by finding the most harmonious distribution of ads. Doing so, you will improve your user experience and your Google ranking. How to do it? By using an automatic ad placement feature. This type of technology has another advantage: it identifies all potential locations, even in content of mixed lengths, and ensures that no display opportunity is missed. 

4. Use in-view ad-refresh

Definitely a must-have! This feature (available in our all-in-one solution), allows you to refresh an ad in the same ad slot, without refreshing the page. This way, you can have more impressions without increasing ad pressure. However, be careful not to over-use this technology: a too fast refresh could affect the click rate and eventually your eCPM and fill rate. 

5. Set up multiple ad sizes and formats 

By offering multiple sizes and formats for each ad slot, you will meet the criteria of more advertisers and receive a greater number of bids. This maximizes your chances of receiving a higher CPM and a higher fill rate.

To find out our 10 additional tips, fill the form and get access to the replay of our webinar:

Any doubt? Our team of experts is here to help you. Do not hesitate to contact us.

Opti All-in-One: The Essential All-Inclusive Formula for Publishers

How can you succeed and find your way in a market flooded with an array of advertising solutions? With all of them meeting the same objective of optimizing revenue, choosing one solution over an another can be a long-winded process for online media publishers such as yourselves. To avoid increasing the number of technology partners with the risks this poses in terms of incompatibility, excessive advertising pressure or a negative UX, and focus on your core business, Opti Digital has the solution: Opti All-in-One. This managed solution controls and optimizes all your advertising management. Here we take a closer look at Opti All-in-One, which delivers the functionality that is essential for your wallet and your time. 

What Does Our 360º Solution Include?

Opti All-in-One comprises advanced and agile advertising technologies that are tailored to editorial content websites, small ads, and forums: a must-have for taking your advertising monetization to the next level.

1. Dynamic in-read Ad Insertion

Our solution automatically places ads in pages, identifying high-potential positioning and exploiting all spaces, whereas manual placement could overlook some of these, at the bottom of the page, in the sidebar, or within long articles. In other words, this smart technology inserts ads within editorial content and harmonizes the distribution of advertising space on media. 

2. Header Bidding

Our Prebid Client and Prebid Server Header Bidding for Web & AMP put several sources of demand for a single inventory into competition. We carefully select the SSPs (Sell-Side Partners) based on their incremental value in order to maintain the site’s loading time. Our aim is to guarantee an excellent fill rate and an optimal level of advertising revenue.  

3. Lazy Loading

This feature enables the ad to only be triggered when the user approaches it. Being beneficial for visibility, Lazy Loading also improves the user experience by reducing page loading time, and it helps with better natural indexing.

4. In-view smart refresh 

This module increases the number of displays per visit, without harming the user experience. In fact, the new ad is displayed once the previous one has been viewed. This technology also increases advertising yield and does not add any intrusive or floating formats above content. 

5. Monetization of non-consented inventories 

We adapt to the various specific cases: in the case of positive consent, with Google Ad Manager to optimize the dissemination of targeted ads; and in the case of negative consent or no choice being made, through GDPR-compliant solutions — Limited Ads and/or Opti Digital Ad Server, which enable contextual targeting without cookies. 

6. Opti Yield

Our very latest technology draws its strength from artificial intelligence. It allows publishers to earn more revenue without increasing their advertising pressure by deploying dynamic floor prices. These floor prices are calculated automatically and communicated to all SSPs involved in advertising bids, in a cross-functional manner. This guarantees fairer competition in which the various partners have access to floor prices beforehand on an equal footing with Google. Opti Yield does not modify the publisher’s configuration in any way and helps save time without any need for additional human resources and, above all, without any risk. 

7. Respecting the User Experience 

Our technology helps maintain the UX: Firstly, it makes it possible to reserve a dynamic minimum height for each ad block in order avoid content jumping, which is penalized by Google in its Core Web Vitals program, even for a refresh in a different size. Secondly, Opti All-in-One anticipates the margins between content and advertising to avoid any unintentional click that might trigger non-compliance with Google’s policies. Lastly, our script with numerous server-side connected advertising partners protects your pages’ loading times and consequently the UX and your indexing.

How Do We Deploy Opti All-in-One?

Our advertising technologies are implemented to activate these five optimization levers:

  • Advertising Pressure: an essential balance to exploit the true value of your media. This should not be too high so as not to harm the UX, and not too low to maintain a good level of revenue. 
  • Visibility: vital for appealing to buyers who will prefer to invest in inventories with a high viewability rate, often above 70%. 
  • Consent: to monetize your audience at all times, with or without consent for targeted advertising and in accordance with the GDPR.
  • Fill Rates: a performance indicator needed for a media to have a good yield. It is important for a fill rate to be high, as this means that there is a positive response to bid requests from advertisers.
  • Competition and Price: two parameters that need to be stimulated and optimized to increase your overall advertising performance and Page RPM (revenue per thousand impressions).

Deploying Opti All-in-One requires you to incorporate our script in the header of your website. From then on, it’s over to us. Our technologies don’t require any set-up on your part and are deployed remotely, as a managed service, by our team of experts via our website administration tool:

Example of an Adslot Configuration

Measuring Its Effectiveness

To monitor the performance of Opti All-in-One, we measure publishers’ Page RPM (revenue per 1,000 pages viewed), an essential revenue indicator for digital advertising that is calculated as follows: (total revenue ÷ pages viewed) × 1,000

The Page RPM is the result of all other performance indicators — fill rates, competition, visibility, etc. — and is a key component in analyzing your advertising profitability. 

For more information, read: What Data Should You Analyze to Maximize Your Advertising Earnings? 

We provide an analytical platform so that publishers can track their advertising results in real time. This powerful business intelligence software centralizes the main KPIs and provides an overview of overall performance. 

To learn more about our dashboard, we invite you to view our series of tutorials that can be found on our YouTube channel:

Effective, agile, and without any long-term commitment, Opti All-in-One is a powerful solution that showcases your advertising inventories and saves you previous time. As well as these benefits, our flagship solution synchronizes with your Ad Server and allows you to stay in control of your advertising campaigns in Google Ad Manager. If you don’t have access to Google Ad Exchange, we create it for you, thus giving you the opportunity to negotiate Deal IDs on your own vendor site — programmatic guaranteed, preferred deals, and private bids.

Thanks to Opti All-in-One, we have seen an average 40% increase in revenue, a viewability rate of 70%, and a fill rate of 90% across our entire network of publishers. Our solution thus offers better performance in their direct campaigns: improved visibility, better volume, better CTR, etc. 

And where are you up to with optimizing your advertising monetization? Let us know.

Everything You Need to Know About SEO Search Intent

Search intent is fundamental to SEO. It makes it possible to understand the expectations of users when they enter a query in a search engine. Moreover, Google constantly improves its algorithms to better take them into account when presenting results and thus display the best content for the query. The challenge as a content producer is therefore to provide the most complete information possible while meeting the needs of internet users. 

In this article, Semji, the Saas SEO and Content solution, explains how search intent determines the success of your SEO and Content strategy. As a bonus, four tips are revealed to help you get the most out of your content and gain SEO visibility. 

What Is Search Intent? 

Search intent refers to the information a user wants to find when entering a query into a search engine such as Google. 

Depending on the keywords used by internet users, there may be more than one search intent behind a query. 

For example, if a user enters the word “spirulina” in Google, they might be searching for:

  • information on the benefits of spirulina;
  • sites where they can buy spirulina capsules;
  • physical shops selling spirulina;
  • spirulina-based recipes, or something else.

Correctly identifying this search intent is like knowing what information is expected by people and what content Google will preferably display.

Different Types of Search Intent

Search intent can be of several kinds:

  • Informational or Know/Know Simple: The user wants to find one or more pieces of information on a given subject. Examples of know-type results in the SERP: articles, news, definition, Google answer, other questions asked (PAA), videos, images, etc.

Example of a “Know Simple” query with a perfectly identified search intent requiring a short answer.

  • Transactional or Do: The user has a goal or wants to perform an action, such as download, buy, have fun, or interact. Do Device Action queries are intended to make the device do something, like find a route.

Example of a Do Device Action query

  • Navigation or Website: The user wishes to access a website or a specific page. Example of navigation queries: “spirulina whole foods”

  • Local or Visit in Person Intent: The user wants to find information or a service near a place. Example of a local result: map, localized content.

Why Is User Intent Key in SEO?

For several years, Google has been promoting content that meets the search intent identified by its algorithms. 

It is also at the heart of the guidelines for Quality Raters

Updated algorithms now ensure that content that does not meet user intent does not rank or ranks poorly in search results. 

Consequently, by ignoring user intent in your SEO strategy, you risk: 

  • not mobilizing your audience;
  • and negatively impacting your ranking on results pages.

Note: One query can include more than one unexpressed search intent. For example, this is particularly the case with generic keywords such as “spirulina.” 

With this query, there is a search intent to get information and an intent to do something (transactional intent). Actually, when internet users type “spirulina” in a search engine, some of them only want information about the product (“What is it?” “What are the effects?” etc.), while others are looking to buy it.

Here are some tips to leverage the search intent of your keywords and boost your content’s SEO visibility.

Tip 1: Analyze the SERP and Search Intent to Target the Most Important One for Your Keyword

To become number one for your keyword, you must produce THE best content. 

In other words, that which meets the needs of the audience and is considered the most satisfactory answer by Google. 

To produce the expected content, the trick here is to know how to decipher the SERP and the search intent behind it. 

A good analysis will reveal: 

  • the user’s need when they type their query (editorial content to see all the benefits of spirulina, a product sheet to buy spirulina capsules, etc.); 
  • and topics connected with this keyword (“benefits,” “recommendations,” “dangers”, etc.) to produce even more comprehensive content than your competitors.

Let’s start with the example of “spirulina benefits”; enter the keyword and analyze the first page of the SERP. 

The first thing to consider here: Does the query tend to be informational, transactional, navigational, etc.?

To find out, look at the elements that appear first on the results page: articles, PAA, videos, announcements, etc. We can see here that the intent of the “spirulina benefits” query is mainly informational and that it will therefore be more relevant to produce editorial content. 

Another element to check is the PAA (People Also Ask). Use this information to identify the expected topics (e.g., “What are the positive effects of spirulina?” “Why use spirulina therapy?” etc.).

Finally, deepen your analysis by deciphering competing content: plans, structure, topics covered, length, etc. Get inspired, because they are the ones that attract traffic! 

Tip 2: Use Search Intent to Build Your Semantic Cocoons and Tackle an Ultra-Competitive Query 

To rank on a highly competitive query such as “spirulina,” it is essential to treat the topic as exhaustively as possible but also to link the pages together according to a certain logic.

This is called the semantic cocoon strategy.

This method is extremely effective in becoming the leader on a topic. It allows the site to be considered as THE reference by Google and therefore also by internet users. 

 What exactly is it? It involves creating content on the same topic and organizing it as follows.

A semantic cocoon includes:

  • A pillar page: This is a generic and exhaustive page on the targeted topic (e.g., “spirulina”). It can forward you to a transactional page (e.g., “spirulina capsules” product sheet).
  • Child page content (secondary keywords): This is content that deals with a specific subject of the topic (e.g., “spirulina benefits,” “organic spirulina,” “when to take spirulina,” etc.). Cumulative traffic on these very specific keywords will boost your pillar page.

By analyzing the SERP and search intent for a main keyword (= pillar page such as “spirulina”), you can find content ideas and secondary keywords whose traffic will boost the SEO performance of your pillar page.

However, this search can be very time-consuming, especially if you want to create several semantic cocoons. Fortunately, there are tools to help you, such as Semji’s Content Ideas Module.

Using it, you can create a semantic cocoon in a few clicks, for example. You enter your main query and immediately see the secondary keywords to be added to your cocoon.

Example of secondary keywords for informational content: “organic spirulina,” “spirulina dangers,” “spirulina hair,” “spirulina iron,” etc.

Be careful though, because quantity is not sufficient. Your content must also be of high quality. We’ll explain how to do this.

Tip 3: Fulfill Every Search Intent to Gain Ranking against Your Competitors

According to Ahrefs, only 9% of content is visible on Google. 

The main reasons are a lack of optimization, content that does not fully meet the needs of internet users, incomplete information, etc.

So what can we do to optimize content? Of course, you need to define a powerful angle, include the main keyword in the H1 tag, integrate high-quality external links, etc. 

And above all, structure a writing plan that is relevant to the audience, integrating users’ search intent! 

This search intent should be integrated into your Hn tags (titles and subtitles) to let Google’s robots (crawlers) quickly understand that your content is relevant and complete for the targeted keyword.

By producing a content structure that is relevant to your audience and Google, you improve your chances of outdoing your competitors. 

For example, in order for your content on “spirulina benefits” to rank, and if we follow the recommendations provided by Semji, you should cover the following topics in your content: 

Tip 4: Prioritize Creating Videos, Infographics, Etc.

If the SERP favors videos and infographics and you want to rank, it may be useful to create content in a similar format and incorporate it into your post. 

This will enable you to stand out in the SERP video pack.

To identify the relevant keywords on which to create your videos and infographics, do not hesitate to use Semrush or Ahrefs, which tell you the keywords on which the video pack appears.

Things to Remember

In summary, here is what you need to remember about SEO based on search intent.

  • Position yourself 360° on the topics to have a better chance of reaching the top rank.
  • Use multiple entry points (long-tail keywords, images, videos, infographics, etc.).
  • Ensure a presence throughout the user’s customer journey.
  • Build semantic cocoons around comprehensive pillar pages centered on generic keywords and child pages around secondary keywords.
  • Produce high-quality content that is optimized for SEO.
  • Create brand awareness to increase the number of conversions.

To learn more about the Semji solution and create better content quickly, do not hesitate to request a demonstration.

Article written by SEMJI

How Do Dynamic Price Floors Allow Publishers to Increase Revenues by up to 40%?

Dynamic pricing is one of the hottest topics in the programmatic world. In parallel with the launch of Google’s new pricing option, “Optimized Floor Prices,” we unveiled our new product, Opti Yield, whose first flagship innovation is an optimized dynamic floor price technology that is already offering outstanding results. Why should you choose a dynamic price floor solution and how does Opti Digital’s offer stand out in the market?

Adapt the Price Floor to Surrounding Factors

Dynamic Price Floors by Opti Digital is a process for selling ads that involves setting a minimum price for your inventory and then automatically adjusting this price depending on certain factors. Unlike static price floors, this intelligent technology combines several advantages.

Firstly, it takes into account historical demand bid data of demand partners and adjusts price floors automatically, day by day, and hour by hour. By implementing dynamic price floors, publishers make sure that SSPs bid a minimum price in relation to the previous offers. 

More than bid history, this technology also adjusts the price of a publisher’s inventories according to the inventories: pages, placement, ad size, etc. For example, in-read ads are very qualitative and usually have a 70% viewability rate. Our algorithm will adjust the price floor based on this information. The user’s browsing history is also an element that feeds our algorithm: The more cookies there are in a browser, the better the targeting capabilities for the buyer who will pay more for a highly qualified user target.

While these adjustments can also be made manually, using a technology based on machine learning not only saves precious time but also avoids human error in data analysis and a lack of reactivity in case of a sudden change in the above conditions.

Seek Transparency to Challenge Competition

Today, few companies offering this technology are capable of managing such an algorithm and pushing it to SSPs through Prebid and to Google Ad Manager. However, not communicating the price floor to the wrapper client-side represents a real loss of revenue for publishers. That’s why at Opti Digital, we have chosen to offer a holistic technology that communicates price floors in the bid request to all connected marketplaces.

To better understand what this means in terms of profitability, let’s take a look at the following two examples:

Example 1 — With General Price Floors Used in Header Bidding

A static floor price of $1.4 is set in Google Ad Manager. However, when publishers sell an ad unit in Header Bidding, they could receive a bid of $1.3 through Prebid, as the price floor set in Google Ad Manager is not visible to all SSPs connected in Header bidding. The Prebid winning bid is then submitted to Google. In parallel, Google Ad Manager is informed of the $1.4 floor price and can bid accordingly, most likely $1.5. It penalizes the SSPs connected in Prebid until their bidding algorithms find the floor level, and gives the advantage to Google.

Example 2 — With Opti Digitals Dynamic Price Floors Used in Header Bidding

Opti Digital’s dynamic price floor technology sets a price floor according to several conditions. When the price floor is set, the information is directly communicated to the SSPs through Prebid. So if the floor price is set at $1.4, it is very likely that the SSPs will bid $1.5. This winning bid is then submitted to Google Ad Manager, which, if interested, will outbid at $1.6. 

In the second example, publishers will receive an offer at $1.6 instead of $1.5 due to competition of Prebid against Google.

Watch Your Ad Request Net eCMP Increase 

When implementing this technology on a publisher’s site, Opti Digital systematically performs A/B tests on smaller traffic in order to identify the average uplift and propose it to a larger audience (up to 85%) afterward.

In January 2022, we ran an A/B test on a web page of a media publisher in Europe. We tested our dynamic price floor solution on 30% of its traffic to see how it affected its net ad request eCPM. Here are the results we observed on a specific ad placement:

Dynamic Price Floors

In the first graph, you observe an average unsold rate of 0.11% in January, for an ad request eCPM (in the above graph, the clear violet line called “inventaire eCPM”) of $1.76. In the second graph, the unfilled rate is higher (2.98% on average), but the average ad request eCPM is better: $2.05, an increase of nearly 17%.

Dynamic floor price optimization is a general approach that adapts to complex market constraints and makes it possible to seize different opportunities throughout the year. The Opti Yield technology offered by Opti Digital goes even further, as it boosts the level of competition between Prebid, Amazon, and Google Ad Exchange. Through this transparency, Opti Digital is also preparing for the implementation of the future regulation, the “Digital Services Act,” which should come into effect in 2024. One of the main missions of this act is to make platforms more transparent; for example, they will have to explain how their algorithms work for targeting advertising.

To learn more about our solution, feel free to reach out to one of our experts.

Everything You Need to Know about Price Floors in Programmatic Advertising

In just a few years, the digital advertising market has been transformed by changes in advertising practices and the huge influx of complex technical innovations. So publishers now have a problem finding their way around and effectively optimising their advertising gains, while their resources are sometimes lacking. Implementing an effective price floor strategy is one of the many parameters to be taken into account to maximise advertising revenue. But what is a price floor? Why is it important to choose the right pricing strategy? And which is the best one? Everything is explained in our article.

The Principle of Price Floors in Programmatic Advertising

According to Marketing-Definitions (French online encyclopaedia about marketing), a price floor, also known as a floor price, is a “minimum auction price specified by the advertising medium on the SSP through the bid request”. This is the value below which an advert cannot be sold in an ad server. In other words, a price floor prevents advertisers from buying at a price lower than a certain amount, thus guaranteeing minimum revenue per impression for the publisher. 

If it is set correctly, the price floor is good for the audience, who may benefit from adverts that are often more qualitative. In effect, lower-quality adverts are usually sold at a cost lower than that set by the price floor.

But finding the ideal price floor is not obvious for the publisher: if it is too high, it can result in an increase in unsold inventories and have a significant impact on total advertising revenue. This is why it is key to choose the right strategy for your media. 

The Various Price Floor Strategies

There are now several price floor techniques that can be set in the Google Ad Manager Ad Server. A price floor can be applied to all inventories on a site or be dependent on well-defined targeting criteria: by advertising location, device, country or format type, for example. Price floors can also be applied in each SSP.

Price Floors
Source: Google Ad Manager Platform of an Opti Digital client

The Static Price Floor

A static, or hard, price floor is an amount set by the publisher as a minimum price for its advertising inventories. This strategy is used to obtain the highest prices on advertising that attract more commitment. This strategy means that certain undesirable advertisers can be avoided, so as to offer visitors qualitative and profitable adverts. 

On the other hand, there are some drawbacks with static price floors: 

  • Setting a price that is too high can represent a loss of earnings in addition to reducing the fill rate. 
  • The price floor needs to be changed regularly and the context (seasonality, day of the week, time, events, etc.) taken into account, otherwise publishers can miss out on opportunities relating to sales and revenue.
  • Therefore, this strategy can lead to a reduction in the number of displays and a lower RPM than in the context of a strategy with target CPM. 

The Target CPM

The target CPM enables the fill rate and profitability to be increased, while maintaining an average minimum price for inventories. The aim of this strategy is to achieve an average eCPM that is usually higher than for static price floors. 

The advantage of the target CPM is that it protects publishers should there be several bids below the set price. The target CPM allows campaigns with a slightly lower CPM to be disseminated, so as to optimise the fill rate. This flexibility is offset by the tool with other sales opportunities at a price higher than the target CPM.

The disadvantage is the lack of transparency: this variable limit is only visible to the Google Ad Exchange marketplace. The other partners connected through header bidding are unaware of the minimum limit before submitting their bids.

Dynamic Price Floors 

Recently, Google has been offering a beta version of a new price floor strategy in its Ad Server: Optimize floor prices. Driven by an intelligent algorithm, the strategy means that publishers can maintain competitive prices for their adverts, while leaving Google to set the minimum price. If the demand for inventories is low, then the price floor will also be low. Conversely, if demand is high, the price floor will be higher. 

Dynamic price floors can be beneficial for publishers as they guarantee a fair value for inventories, based on bidders’ participation in auctions. 

However, there are limits to this strategy: 

  • Dynamic price floors take fluctuation in demand into account, which can result in a price variation for the same inventories, potentially creating some frustration for buyers. 
  • This increases the lack of transparency and strengthens the dominant position of Google Ad Exchange over other SSPs as these price floors are only visible to Google Ad Exchange and Open Bidding, but they are imposed on all marketplaces. SSPs connected via Prebid and Amazon have to continuously adjust their auctions.

Although these three methods enable impairment of inventories to be avoided, today they present major limitations. 

A new strategy will soon be available, thanks to Opti Digital. In fact, our product team, formed from data scientists, engineers and computer programmers, is putting the finishing touches to an intelligent price floor optimisation technology, calculated according to many criteria (history, page, location, time, days of the week, etc.). Offering more transparency to all demand partners, dynamically applied price floors will be communicated to all ad exchanges connected to Google Ad Manager: Prebid, Amazon, Google Ad Exchange and Open Bidding. It is in beta on a portion of our media traffic, and we are already observing an average increase of 40% in their advertising gains… 

Don’t hesitate to click here: Dynamic Price Floor Optimisation or contact us to find out more: contact form

What data should be analysed to maximise your advertising gains?

The evolution of the AdTech industry makes it essential to analyse multiple data to understand and optimise your advertising performance. To take full advantage of it, a tool that can collect and centralise your key metrics is essential. However, using multiple tools makes the task of analysing your results more complex. This is why at Opti Digital, our dashboard allows publishers to have a centralised view of their key metrics such as the viewability rate, buyers’ competition level (bid rate), advertising pressure, ad-request eCPM and Page RPM (revenue per 1,000 pages viewed). 

In this article, we will present in detail the 5 KPIs that must be analysed in order to optimise your monetisation.

No.1- Viewability

In programmatics, advertisers pay per impression, not per click. Brands therefore favour spaces with high viewability.

To improve this KPI, the data must be analysed in a granular fashion: by page and by advertisement space, so as to identify spaces where viewability should be improved.

KPI to optimise your monetisation: viewability
Source: Publisher Dashboard using anonymised media

In the example above, we see an increase in the viewability rate as of 18th September, following relocation of an advertising space. On our recommendation, the publisher moved the advertising space that was located in the footer by putting it a little higher, above the last paragraph. Within days, this optimisation resulted in a nearly 30% increase in eCPM. It should be noted that your inventories become eligible for certain campaigns when the average viewabilty rate of your advertising spaces over the past 7 days meets the programmatic buyer’s criteria. This explains the delay between the increase in viewability and eCPM.

In addition to moving ad blocks, the viewability rate can also be improved by configuring lazy loading (late loading of ads) which will call the AdServer only when the Internet user approaches the advertising space. Finally, an excellent way to increase your viewability rate is to add “sticky” ads, at the bottom or top of the screen. 

To learn how to optimise your viewability, read our article.

No.2- Buyer’s Competition Level

With the data available in your centralised tool, you can assess the level of buyers’ competition between Prebid and Google in the final Ad Server auction. 

The stronger the buyers’ competition, the more eCPM increases. In fact, Prebid stimulates Google Ad Exchange auctions. However, it is essential to select only partners that provide added value. To do so, we advise our publishers to perform A/B tests:

  • If you find that a partner is not providing any added value (to your Page RPM), and bids very little, delete it, it is most likely just slowing down your website.
  • If you see that the partner participation rate is too low, connect new SSPs to your auctions.
KPI to optimise your monetisation: competition level
Source: Publisher Dashboard demo

The graphic above shows the header bidding buyers competition level. The blue “not applicable” area refers to auctions where Google AdExchange is the only bidder. At Opti Digital, we ensure that this segment is as small as possible, to obtain a buyers’ competition level sufficient to stimulate eCPM.

Watch our buyers’ competition video

No.3 – Advertising Pressure and UX

A third metric to closely monitor: advertising pressure. This should not be too high, as this could negatively affect the user experience. Conversely, when advertising density is too low, this represents a real loss of earnings for the publisher. 

Therefore, the first thing to do is to measure the number of advertising spaces integrated on each page and the number of displays that actually result from it (based on lazy loading, ad refresh, Internet users’ scrolling, etc.). For example, if you see just one impression per page, make sure that it is due to your strategy and not a technical error to be corrected as quickly as possible. 

Since 2021, Core Web Vitals (CWV) are indicators Google takes into account for natural indexing, as well as mobile ergonomics and secure browsing. Among the CWV, the CLS (Cumulative Layout Shift) score is calculated based on all elements of the site that generate content jumping, including ads. Reducing your CLS score for ads is necessary to improve your indexing and therefore possibly increase your number of visits and impressions. To do so, it is beneficial to reserve a set minimum height for each advertising space, based on the sizes included in each ad block, thus ensuring the stability of your pages and reducing content jumping.

No.4 – Ad-Request eCPM

The fill rate indicates the number of ads shown by the ad server per 100 display opportunities. This is one of the most commonly used indicators for assessing inventory quality.

However, there is an even more precise KPI than fill rate or eCPM (effective cost per thousand impressions), it is the inventory eCPM. This metric measures the ratio between the revenues generated on total available inventory, including sold and unsold. This data is especially useful when determining the price floor. 

Inventory eCPM = (Revenue  Display / Opportunities) x1000

display opportunities = sold + unsold

For example, you may have a fill rate close to 100%, but a very low eCPM (on impressions sold), or, conversely, a very high eCPM, but a fill rate of just 20%. 

To facilitate decision-making, while prioritising the choice of a quality indicator, Opti Digital advises our publishers to increase their price floors to maximise their inventory eCPM

Our teams are currently working on a price floor optimisation module using artificial intelligence.

No.5 – Page RPM

Page RPM is revenue per one thousand pages viewed. This is the consequence of all the other indicators: advertising pressure, fill rate, buyers’ competition, viewability, etc. It gives you an overview of the performance of your advertising monetisation strategy.

Page RPM = (Number of displays x eCPM of each display / Number of pages viewed) x 1000

The optimisation of all the KPIs mentioned in this article will therefore improve your page RPM, in other words, it will increase your advertising profitability.

Understanding, analysing, optimising: the Opti Digital Publisher Dashboard allows publishers to maximise their advertising revenue in an iterative way with a “Test and Learn” approach, through the use of data. To learn more about this tool, we invite you to watch our series of explanatory videos.

For a demonstration or personalised advice, please do not hesitate to contact us.

IAB standard TCF not compliant with GDPR

The GDPR came into effect in 2018 and regulates the processing of personal data within the European Union. It imposes obligations on organisations, wherever they are, as long as they target and/or collect data from people residing in the European Union. This initiative aims in particular to respond to users’ demands for greater protection of their privacy and more transparency in the use of their data.

On February 2nd, 2022, the Belgian Data Protection Authority (DPA) fined the Interactive Advertising Bureau (IAB) of Europe 250,000 euros, judging that the Transparency & Consent Framework (TCF) was contrary to several clauses of the GDPR. 

While the TCF is used by the majority of players in the advertising chain, could this European sanction questions the way consent is collected for targeted advertising?

1 – What is the TCF?

The Transparency & Consent Framework (TCF) is a consent standard developed by the IAB Europe (the organisation that brings together the main players in online advertising) to help the various players in the advertising chain to comply with the requirements of the GDPR and the ePrivacy Directive.

When an Internet user visits a website, a Consent Management Platform (CMP) banner appears, allowing them to consent or not to the collection and sharing of their data. It is at the moment of this choice that the TCF comes into play, recording the preferences collected in the form of a file called “TC String”.

The IAB France defines the “TC String” as: “a chain of digital signals allowing the memorization and propagation of users’ choices concerning the use of their personal data for purposes related to advertising, content and audience measurement”. 

This file is shared with all the players involved in the OpenRTB (Real Time Bidding) system, a method of selling and buying advertising inventory in real time based on auctions. RTB is one of the main tools of programmatic advertising.

2 – What does DPA blame the IAB for ?

The Belgian CNIL considers IAB Europe to be responsible for the processing of “TC Strings”, and accuses it in particular of :

  • The absence of a legal basis for the use of the data collected through this file;
  • A lack of transparency, with information that is too generic, not allowing Internet users to understand what the collection of their data involves;
  • A lack of rigor regarding the means put in place to ensure data protection: absence of a register of processing activities, absence of a data protection officer (DPO), etc.

3- What future for advertising? And what consequences for publishers?

The DPA gives the IAB Europe two months to submit an action plan to bring its advertising standard into compliance within the next six months. It also orders the permanent removal of all TC Strings and other personal data already processed under TCF from all IT systems, files and databases.

In a press release, published on February 2nd, 2022, the IAB Europe states that it takes note of the Belgian Authority’s decision, but that it has not observed any prohibition of their TCF standard. While the organisation says it is willing to work with the DPA to ensure that TCF is maintained and used in the market, it rejects its role as “data manager”. On February 11th, 2022, IAB Europe announced that it would appeal the DPA’s decision before the Belgian courts.

As a reminder, there are currently 3 contexts for media advertising monetisation: with consent, without consent or in the absence of choice, in which case the website publisher can rely on its legitimate interest to display ads without cookies. At Opti Digital, we offer cross-consent monetisation, which respects users’ choice, and allows publishers to monetise their website with and without user consent to targeted advertising.

For our CEO and co-founder Magali Quentel-Reme: “It’s still too early to tell, but if publishers were to reintroduce the CMP during TCF compliance, we might see a drop in the consent rate because the internet user, out of weariness, might decide to object to everything.”

As the announcement is still recent, the consequences for the sector are still difficult to foresee. At Opti Digital, we will therefore be following this subject closely over the coming weeks, in close contact with our CMP partners (read Sirdata’s article following the DPA announcement). We shall keep you informed of the situation by updating our article on a regular basis.

The IAB Europe will host a live chat on Wednesday February 16th to answer questions raised by the DPA decision. Further information on the next steps will be provided at this event. In the meantime, an FAQ is available on the organisation’s website.

If you would like to discuss this further, please contact one of our publishers managers.

Our AdTech predictions for 2022

2021 was a particularly eventful year for the AdTech industry. Publishers and players in online advertising had to adapt to the start of a cookieless world, in particular with the new CNIL guidelines that came into effect. The year was also marked by a major event for their natural referencing: Core Web Vitals, 3 Web performance indicators set up by Google aimed at promoting sites that offer a good user experience.

Publishers had to redouble their efforts to continue to offer their audiences content that meets their expectations while ensuring sustainable advertising revenues. 

What will it be like in 2022? Can we foresee the major trends that will mark the year? Magali Quentel-Reme, our CEO and co-founder, will reveal her 2022 AdTech market predictions at Programmatic Spain.

What impact has COVID had on programmatic advertising in 2021 and how is it recovering?

It is difficult to take stock of 2021 because 2020 was a very irregular year which makes it hard to make any valid comparisons. During the first half of 2021, we saw the effects of the pandemic on investments. We observed a very strong temporary effect. Advertising investment were concentrated into 3 key moments: March 2021 and June 2021, when the restrictions were lighter, and November-December as usual.

In the last two years, the programmatic ecosystem has been advancing at the same level as technology. More and more publishers converted to Header Bidding and buying by deal IDs was on the rise in Europe with initiatives like WeMass that offer curated inventories from media leaders on a programmatic basis only.

What is the biggest opportunity you see for programmatic in 2022?

In addition to the strong growth of connected TV, which we take for granted, I believe that the audio format is going to be on the rise due to digital users who consume more and more podcasts.

The pre-roll video format is also a winning bet for publishers who can produce video content. In Header Bidding, we see a rising fill rate and advertisers are looking for good completion rates, and are willing to pay for it. Publishers will have to find the balance: ensure a good UX and mobile video ad space with good completion rates.

What is the biggest challenge facing the programmatic industry in the coming year?

Despite the noise about solutions to replace third-party cookies, this remains a real challenge because we still don’t see a miracle solution in the near future.

Unique IDs are an interesting proposition, but only for publishers capable of gathering logged data from their visitors. Most of the publishers we collaborate with have little data logged and the reach is too small to guarantee a profitability similar to cookies.

Knowledge about FloC (since this interview, Google announced the replacement of FloC by Topics, a much more simple targeting method) is still weak in Europe and this lack of understanding may harm the advertising revenue of media groups, Sales Houses and independent publishers in their fragility due to the Covid-19 crisis.

Which channels do you think will have the greatest growth? And the least? 

Outstream and instream video, Digital audio, TV and DOOH are going to see a lot of growth.

Conversely, Google is progressively giving less exposure to AMP (Accelerated Mobile Pages) pages in the SERPs.

And more than channels, I also believe that the performance of those who offer low-quality inventory to brands with no added value will progressively worsen.

What do you expect to happen most in the industry in 2022?

I hope that transparency and quality will win for all links in the programmatic chain so that users like advertisers and publishers benefit from a better UX and deliver results.

When do you think the sector will have viable alternative solutions to Third Party Cookies?

I think it could take some time to see a valid and widely accepted solution and that 2022 could be an experimental year.

One of the shorter-term solutions will be to use first-party data to increase campaign targeting capabilities and optimize publisher revenue.

Need additional information about our solutions and/or our job offers? Contact us!