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Google Ad Manager

Open auctions bring the majority of the digital ad revenue for publishers. Depending on the site's niche, user engagement, and the return on investment delivered on the advertiser creatives, one can significantly raise his overall earnings by playing around with the price floors. However, in the long run, this can get significantly tricky, and thus, when implementing price floor optimization,  you need to keep in mind the interest of your advertisers and buyers. By the end of this post,  you will learn how to optimize CPM floor prices, how to increase your overall website revenue, and the best practices and tactics to keep in mind for the long-term mutual benefit of both the publisher and advertiser.

by Editorial Staff

Advertising

The adTech world loves to bring in new jargon; maybe making things look more complex has added advantages! However, publishers who are just starting off with programmatic can find themselves in a sea of complexity just by the terminology. By the end of this article, you will have a simplified understanding of ‘'referred deals and ‘'private auctions’' the basic differences, and your approach towards each of them for website monetization. 

by Editorial Staff

Advertising

Programmatic Guaranteed helps with the automation of direct sales of the reserved inventory by drawing a simple connection between you and the buyer platforms. You are in power to negotiate and finalize the details of reservation campaigns in the Ad Manager. They also streamline creative management and do away with the need to constantly deal with reconciliation and the billing and payments process.

by Editorial Staff

Advertising

With Preferred Deals, you have the liberty to offer the buyers inventory at a price that has been specifically negotiated and bears in mind the minimum CPM rate. There is no formal agreement in Preferred Deals, so there is no contractual obligation for you to save the inventory for the buyer. If you are being offered a higher price by some other, you can sell it off, and there is no obligation on the buyer to purchase the entire inventory.

by Editorial Staff

Advertising

The open auction is the standard Ad Manager programmatic ad auction, and it gives all authorized buyers the opportunity to bid on your inventory. The ad auction is designed to make sure you're earning the maximum possible revenue for your ad inventory. The more advertisers that bid, the higher the competition is for your inventory and the more you can earn.

by Editorial Staff

Advertising

Programmatic Direct makes everything an absolute cakewalk for publishers with the automation of negotiations and sales of the direct-sold inventory. They allow you to negotiate Programmatic Guaranteed, that is, the guaranteed, reserved inventory, and Preferred deal, which is the non-guaranteed, unreserved inventory campaigns in Ad Manager. They allow you to do the negotiations of the terms of your campaign and mutually agree on details with a buyer within the Ad Manager.  They provide buyers the flexibility to suggest changes during negotiations or accept them. On agreement on the terms by both parties, Ad Manager sets up a campaign for delivery automatically. The overhead of creative management, as buyers host and manage the creatives on their system, is reduced exponentially by Programmatic Direct. Ad Manager tackles all the impressions, billings, and payments to do away with issues in management or discrepancies at all. Programmatic Direct makes sales simple and minimizes the probability of errors by humans because the complete process runs in one system.

by Editorial Staff

Advertising

Publisher find Google Ad Exchange to be an important part of their advertising business. However, it is important to understand that the account with AdX will be of no use if it does not capture the revenue potential via the marketplace. Google Ad Manager is a complete ad serving and monetization solution with integrated capability of ad serving (ad server), ad monetization (ad exchange), and yield management (SSP), all put in ome. One of the most crucial parts of Ad Manager is the seamless integration of user data which forms the crux of targeted advertising and ROI for advertisers. By the end of this insightful post, you’ll learn the different ways in which you can use Google Ad Manager to increase your website revenue and optimize your ad serving all from one platform. So, let’s go ahead and take a look at 10 best ways to increase your website ad revenue with Google Ad Manager.

by Editorial Staff

Advertising

Non-guaranteed floor, you get my inventory directly through me, thus getting all the targeting perks and optimization attention, maybe priority over Open if you are spending, but if demand is up, you may end up paying more. Do an analysis of your Open average winning bids and experiment with what you are pricing; I think 2x your open rate is a good starting point, and adjust accordingly to fluctuations. I'll do an analysis monthly but typically only change PMP rates every six months or yearly.

by Editorial Staff

Advertising

Protection helps you in the management of your brand and in avoiding competing advertisers' ads from appearing together and helps determine which inventory must be made available for Open Auction. They satisfy the targeting of an ad request that applies to ad requests, and more than one rule may apply to the same ad request. There are three kinds of Protections- Ad Content Competition Inventory exclusion. There are some network-level controls that help opt into or out of Google Demand Sources, which include Google Display Network (GDN) and Display and Video 360.

by Editorial Staff