The Secret to 400% More Revenue for H5 Game Sites: PubFuture’s Winning Formula

A Tech Company, a leading innovator in app and website development, offers a diverse range of digital experiences, including H5 games, downloads, and chat features. Their journey with PubFuture began through a colleague’s recommendation, and what started as a small website meeting our minimum threshold of 100,000 monthly pageviews has now grown into a thriving network of multiple sites. Today, they generate around 10 million ad requests daily, achieving an impressive 200-400% increase in revenue since their initial launch—transforming their ad monetization into a substantial and consistent income stream.

The Challenge: Low Ad Revenue, High Deductions, and Risk of Account Closure

Before partnering with PubFuture, The Tech Company had worked with AdSense and other Google Certified Publishing Partners (GCPP). However, their monetization results fell short of expectations.

While AdSense is widely recognized for its ease of use, it often fails to meet the needs of publishers looking for greater revenue potential and advanced optimization. This mismatch led to growing frustration, primarily due to five major challenges they faced: low ad revenue, high deduction rates, inconsistent earnings, limited support, and the looming risk of account suspension.

The Potential Drawbacks of Google AdSense

• Low Earnings Potential: Google AdSense follows a revenue-sharing model, typically paying publishers around 68% of ad revenue. However, this doesn’t always translate into substantial or consistent earnings. Monthly revenue can fluctuate significantly due to factors like seasonal trends, shifts in ad demand, and changes in website traffic. This unpredictability made it challenging for the publisher to rely solely on AdSense for stable income, limiting their ability to scale and grow effectively.
• Risk of Account Closure: One of the biggest challenges The Tech Company faced was the risk of sudden account termination. With AdSense, accounts can be suspended or permanently closed without prior warning if Google detects any suspicious activity or policy violations—sometimes even mistakenly. In such cases, all pending earnings are withheld, creating a major financial setback. While this might not be a concern for small publishers earning a few dollars, for businesses generating thousands in ad revenue, an unexpected account closure can be devastating.
• High Rate of Deduction: Google continuously refines its algorithms to detect sophisticated invalid traffic (SIVT) and spam clicks. However, this has led to legitimate traffic being mistakenly flagged as invalid, resulting in severe revenue deductions—sometimes up to 75% of expected earnings. For many AdSense publishers, including our client, this issue became a major roadblock to stable monetization.

To mitigate the risk of account closure, they explored various Google Certified Publishing Partners (GCPP). While this provided more security, the revenue potential remained far below expectations. Faced with ongoing deductions and stagnant earnings, they needed a programmatic solution that could not only grant access to premium demand but also address these persistent challenges effectively.

Also, some GCPP, who use only Google to monetize, have declined to work with H5 game websites due to the risk and low scores on Google MCM accounts.

Solution: PubFuture- An all-in-one Solution for Publishers

Multiple demand partners - use Header Bidding

If you’re part of the online advertising industry, you’re undoubtedly aware of the impact header bidding had on it. Header Bidding is an optimized advertising technique that enables publishers to sell their ad inventory to multiple demand sources before the ad call is sent to their DoubleClick for Publishers (DFP) ad server. The reason for this was to avoid the common situation where the DFP, which is used by a large majority of publishers, favored bids from the Google ad exchange (AdX), meaning non-Google demand sources would often miss out on bidding on or purchasing the publisher’s inventory, even though they were willing to pay more for it.

As a leading ad network, PubFuture has built its own header bidding platform, empowering publishers to diversify their revenue streams and reduce dependence on AdSense. While AdSense relies on a single demand partner (Google), limiting earning potential, our header bidding solution gives publishers access to a wider pool of advertisers, higher bids, and increased overall revenue.

Image Source: Setupad.com

How does PubFuture Increase the Revenue and Prevent Deductions with Header Bidding?

Header bidding leads to an auction where Google Adx must compete against other bidders (premium ad companies). This causes Google to use a different logic in selecting the winning ad and offer a competitive CPM than if AdSense/GAM is filling 100% of the inventory in the whole website. AdSense or Ad Manager can buy both valid and invalid traffic but they will recalculate to deduct the revenue or reject the account later.

In Prebid, Google selectively bids and shows the ads in only potential ad requests or ad placements as they want. High-quality traffic will be sold at very high CPMs, typically ranging from $2 to $50, driven by intense competition among 10 to 20 bidders. PubFuture is working with the world’s leading bidders like Google, Amazon, PubMatic, Unruly, Rubicon… Thus, each impression is paid at the maximum CPM rate in every auction. While the good traffic gets much higher revenue, the poor or invalid traffic will be eliminated or shown PubFuture’s CPI/CPA ad campaigns. This approach enables publishers to increase their revenue while minimizing deductions.

While header bidding is a powerful tool, it requires technical expertise and continuous optimization—which is where PubFuture comes in. We have invested heavily in Prebid.js, a leading open-source framework, allowing seamless integration with multiple demand partners. Our client-side implementation ensures higher cookie-match rates, better CPMs, increased transparency, and stronger ad targeting, all contributing to a higher fill rate and greater revenue potential.

Image Source – Prebid

Beyond just technology, PubFuture goes a step further by running A/B tests and securing high-earning deals, ensuring that each publisher’s inventory is matched with the best-performing advertisers.

Smart Refresh

During our website analysis, we identified a key issue: while users spent a significant amount of time on-site, the number of ad impressions remained low. This limited revenue potential, as ads were only served once—when the page initially loaded. To solve this, PubFuture implemented advanced ad refresh strategies, allowing new ads to be loaded without requiring a full page refresh.

Here’s what a refresh looks like:

While standard ad refresh methods can boost revenue by increasing ad impressions, they often come at the cost of user experience. PubFuture’s Smart Ad Refresh technology overcomes this challenge by using a data-driven, non-intrusive approach to refresh ads only when they are actively in view.

How Smart Ad Refresh Works

Unlike traditional auto-refreshing, which may reload ads regardless of user engagement, Smart Refresh dynamically analyzes multiple factors before triggering a refresh. These include:

• User Activity: Tracking clicks, scrolling, and browser interactions to detect engagement.
• Viewability: Ensuring ads are actually in view before refreshing, following IAB (Interactive Advertising Bureau) standards.
• Time-Based Triggers: Optimizing refresh intervals to balance ad exposure and user experience.

By integrating these elements, PubFuture ensures that refreshed ads maintain high viewability rates, attract premium advertisers, and generate stable revenue growth—all while keeping user experience intact.

As one of the most advanced monetization techniques in the industry today, Smart Ad Refresh has become a game-changer for publishers looking to maximize earnings without disrupting audience engagement.

The data from our publisher’s report reveals how our monetization solutions drove significant earnings:

Great Support

At PubFuture, we put customer support first—ensuring you receive assistance within 24 hours whenever you need it. Unlike Google, which provides minimal technical support to publishers unless they are extremely large, PubFuture offers a dedicated team of ad operations professionals to optimize your ad setup and maximize your revenue.

By partnering with PubFuture, you gain access to expert support that takes care of all domains, streamlines website approval, and ensures a seamless monetization process. All you need to do is focus on creating high-quality content and driving traffic—PubFuture handles the rest with cutting-edge technology and top-tier demand partners. Join us today and experience the difference of true publisher-first support!

Net-30 Payment Terms

At PubFuture, we understand that cash flow is crucial for your business. Unlike other platforms that require you to aggregate multiple invoices and deal with SSPs that have NET 60 or NET 90 payment terms, PubFuture simplifies the process with a NET 30 payment policy.

We take full responsibility for collecting payments from SSPs on your behalf, ensuring you get paid on time—every time. With PubFuture, you can focus on growing your business while we handle the complexities of payment processing efficiently and reliably.

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The Bottom Line

At PubFuture, we don’t just offer ad tech—we offer a strategic partnership focused on maximizing your revenue while minimizing risks of deductions. With a dedicated team of ad optimization experts, we craft personalized strategies tailored to your website’s unique needs.

PubFuture is capable of collaborating with all kinds of websites: news, entertainments, sports... We handle a significant volume of high-quality traffic sourced from big publishers, which allows us to connect with a diverse range of demand sources. While H5 game websites present greater challenges in terms of monetization, we have proven successful in generating revenue for them.

The ad industry is evolving, and so should your monetization strategy. Don’t settle for generic solutions—partner with PubFuture and unlock your website’s full earning potential.

Ready to scale your ad revenue with a trusted partner? Sign up today and let’s grow together!