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

6 A/B tests to run in order to optimise your page RPM

Implementing new advertising parameters, keeping the ones that work and discarding those that, if anything, hinder profitability…It’s painstaking work, if you don’t have the right resources available to you. In this increasingly complex industry, publishers are under pressure to embrace greater technology in order to stay competitive, but how do you know if these technologies are profitable? To answer this question, we configure A/B tests, and this enables us to make agile decisions about monetisation. Let’s focus on 6 effective tests for your Page RPM; but firstly, here’s a little more explanation of this A/B testing principle. 

How do we implement the A/B tests?

Although this may seem complicated to you, the principle of A/B tests as they are applied to monetisation is the same as for the A/B tests that are more common for optimising conversion tunnels, particularly for e-merchants. We run 2 different parallel configurations over the same period with two distinct groups of internet users – the control group and the test group. We allow this configuration to run for a certain time period, then we analyse the results displayed on our Editors Dashboard, including the page RPM. This indicator is the result of a better filling rate, a better advertising density (number of impressions per page) and a better eCPM per impression

Read: What data should be analysed to maximise your advertising gains?

A/B optimise Page RPM
Source: Extract from the A/B Test Results page of one of our customer’s Publisher Dashboard.

Here we can see an increase in the overall Page RPM of over 14%, after running a test on the layout of a media outlet on Finance, in February 2022. In fact, we automatically implemented our ad insertion module on 11% of its traffic via our test group. Go to test paragraph #3 – With versus without automatic insertion into the heart of the content, to learn more about the benefits of this test!

6 examples of A/B tests to boost your revenue

Test #1. With versus without in-view ad refresh

A well implemented, in-view ad refresh (or Ad Refresh) is beneficial to your income. At Opti Digital, we activate Refresh based on viewability. This means that we only implement it if the advertising location is displayed on the user’s active screen after the time has elapsed. 

We recommend A/B test in order to find out the places where it is best to use smart refresh. For example, on a small ad site, we implemented in-view Ad Refresh only on the wide-angle keypad and the sticky location in the footer on desktop and mobile. This test not only improved the publisher’s viewability, but also increased its Page RPM by 8%. Now we systematically use this module, as it is so beneficial to monetisation for publishers that we work with.

Test #2. Measuring the incremental value of a demand partner

It is not always easy to know which SSP will have real added value in terms of monetising your media. Rather than using everyone you can find in the marketplace, sometimes it’s better to focus on the best performing ones. In order to identify them, we advise you to A/B test them to measure their added value before rolling them out to all your inventories, by asking yourself the following question: does this bidder contribute a lot to the bids and increase my Page RPM? 

Last year, we chose to deploy Triplelift in an online magazine with editorial content after seeing using an A/B test that by including this partner, an increase in page RPM of over 19% was achieved. 

Test #3. With versus without automatic insertion into the heart of content 

At Opti Digital, one of the modules we offer is to move ads to where they are likely to have better performance, in particular to the heart of content (articles, forums, etc.). 

To assess the effectiveness of this functionality, we have run the test several times by placing it on 25% of the traffic in our media network, replacing static locations. Spectacular results were generated and their Page RPM increased by over 10%

By using every advertising space available, this automatically enables us to discover new locations and increase the number of ads per page. We now systematically deploy this optimisation on our publishers’ long-form pages, unless they would prefer not to do so. 

Test #4. Adjusting the distance in pixels between two ads at the heart of content

Another point concerning automatic insertion in the heart of content is that we recommend adjusting the spacing between two ads to increase the ad density per page and to deliver a good user experience. The A/B test is an excellent way to identify the ideal spacing between two in-read ads

We ran the experiment in a specialist science media last year and saw a marked improvement in its revenue. We set a distance of 800 px between 2 ads instead of 1200 px. The page RPM immediately increased by 6%.

Test #5. Deleting or adding a size within a location

Another A/B test recommendation is not to hesitate to delete sizes that fail to generate good results or that spoil your user experience and, conversely, to add new ones to see if they can add value. 

This is what we tested, on a Finance sector media last year; we added the 300×600 px, 120×600 px and 160×600 px sizes to the site’s sidebar inventories, which had an initial height of 250 px. This made it possible to open up access to more advertisers. Thanks to this test, this publisher’s Page RPM increased by 7%.

Test #6. Adjustment of floor prices based on specific criteria

At Opti Digital, we adjust our customers’ floor prices based on seasonality; this is a criterion that may vary from one media to another. It may be sensible to carry out a test during a period of high demand in order to pinpoint the best floor price to stimulate competition in Header Bidding between the SSPs and Google’s demand

Another A/B test idea relating to floor prices: adapt them according to the size of an ad block. According to our feedback, defining a higher floor price on large-scale ads has a positive impact on UX, as well as boosting the page RPM. This then makes it possible to deliver better quality ads to web users, thereby improving their website browsing experience. For example, we increased the floor price by 0.10 centimes on the billboard of a small ad website, which generated a 2% increase in its Page RPM. 

Teasing: At Opti Digital, in order to improve floor price optimisation, we are finalising the development of an innovation in automation. Our Data Scientists are crafting it using machine learning… We are keen to tell you more about it. 

Last year, we developed a tool that enables us to remotely implement our advertising optimisations in a more agile way. Our proprietary technology now includes the ability to run A/B tests. The testing possibilities are endless, so don’t hesitate to submit your ideas for your media: let’s interact!

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.

Advertising viewability: your best ally in boosting your eCPMs

“What can’t be measured can’t be improved” – This saying is very relevant in the digital advertising industry where data is the core element. Knowing your metrics means knowing your value. To improve your advertising profitability, a lot of data comes into play, including viewability. In this article, we help you to better understand this KPI and give you 3 ways to improve it. 

What is ad viewability?

It is a key metric in programmatic advertising, as it measures the viewability of ads displayed on a site to its users. In other words, it is the number of times an ad is displayed on the user’s screen and seen

According to the IAB (Interactive Advertising Bureau), a display is considered viewable if it meets a certain number of criteria: 

  • 50% of a small to medium-sized ad must be seen for at least 1 second by the user. 
  • 30% of a large ad (over 242,000 pixels) must be seen in the browser window.
  • 50% of an instream video must be seen continuously for at least 2 seconds. 

This data is available in the Active View reports provided by the Google Ad Manager Ad Server. Other solutions validated by the Media Rate Council (MRC) exist to measure this viewability rate, such as Integral Ad Sciences.

How is it measured and why is it essential to improve your advertising performance?

Advertising viewability is measured as follows:  

For buyers, a good viewability rate allows them to verify the effectiveness of the inventories, and it is an essential purchasing criterion. Indeed, this metric allows advertisers to first evaluate the quality of inventories available on publishers’ sites: the more an ad is seen, the better the click-through rate and the conversion rate. Once they have analysed the viewability of a site, they can adjust the value of their advertising offers. Major brands require viewability rates above 70%. To increase your chances of winning them over, make sure you highlight your viewability rate on your media kit and in your Google Ad Manager profile, under Sales > Deals Settings.

The higher your viewability, the better your fill rate and your eCPM. The correlation between viewability and ad revenue is easily observable. Here is a demonstration in our dashboard on an anonymised publisher:

After moving an ad block on 17 September 2021, its viewability rate increased from 62% to almost 70%, and its eCPM increased by 30% within 5 days of implementing this optimisation. This short delay is due to the fact that when buyers select a certain viewability criterion, the data taken into account to filter eligible inventories is the average viewability rate of the last 7 days.

Viewability is therefore part of our plan of attack to optimise media revenues, along with layout, competition, consents, fill rate, and UX. At Opti Digital, the publishers we work with achieve an average of 70% cross-device viewability rate after deploying our 360º solution on their sites, which represents an increase of more than 20 points compared to their initial average viewability.

3 good practices to optimise your viewability rate

It is essential to measure the viewability of each location on each page in order to make precise and effective adjustments to your site’s layout and loading time.

The reporting tool we provide to publishers makes this granular analysis possible. Please take a look at our quick tutorial on ad viewability to understand how we measure this data.

To boost your viewability rate, here are 3 good practices to adopt: 

  1. Optimise ad placement: place ads above the fold, in the heart of the content and at the bottom of the page. Viewability rates are generally high at these locations. Avoid non-sticky top-of-screen positions, as the user quickly moves down the page. To identify high-potential positions on your site and display ads there automatically, we have developed a dynamic ad insertion technology.
  1. Adjust your ad loading strategy: direct or lazy loading? Adjust the display of your ads according to your content and your users’ navigation. If loading is slow, adjust the lazy loading setting to be faster on photo slideshows and slower on longer consuming editorial content. In our experience, we recommend applying lazy loading to all your ad inventory to improve your SEO and profitability. With the right settings, the increase in eCPM and fill rate will compensate for the loss of views.
  1. Implement automatic refresh on viewability conditions: Implemented in a granular and controlled manner, dynamic advertising refresh is an excellent way to optimise user experience, viewability and revenue. At Opti Digital, we control in detail the triggering of refreshes: Once the time limit has passed, a refresh is only activated if the ad space is visible on the user’s active screen. Subsequent displays are generally more viewable than the first. In addition, refreshes multiply the number of impressions and will increase your revenues.

To go further in the optimisation of viewability, we carry out A/B testing and measure precisely what is the best possible configuration per page and per advertising slot.

As you can see, advertising viewability is a KPI that should not be forgotten in order to boost your revenues. As a metric that is closely monitored by advertisers, it is essential to optimise it to ensure that you attract the best campaigns and use your advertising potential to the full. Looking for a solution to optimise it? Call on our expertise

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 viewability, 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 readers are 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!