The Best Display Monetization Platforms for Publishers

How to Choose the Best Display Monetization Platform?

The sheer abundance of options available in the market makes the selection of display monetization platforms a task. Here are some things one should consider when selecting a display monetization platform:

• Ad formats: It is essential to review the different formats on offer. Selecting ad formats that work best with your website and audience will yield better results. Banner ads, video ads, native ads, pop-up ads, etc, all drive specific results that are determined by the type of interaction you are seeking.
• Revenue share: Determining a network’s revenue share model is crucial for publishers to understand how they will be compensated for displaying ads. The higher the percentage, the better your earning potential.
• Ad quality: Many publishers have valid reasons and concerns about managing the overall ad experience of their audience. It is important to choose a platform that offers high-quality ads that do not negatively impact user experience or website performance. Check if the platform offers mechanisms for controlling ad quality, such as the access to review and approve ads before they are displayed.
• Reporting and analytics: Performance tracking and analytics is a key part of ad monetization. Look for platforms that offer actionable insights into ad performance, and advanced targeting options to effectively optimize yield.
• Ease of use: It is equally important to choose a platform that is easy to use, with a user-friendly interface and centralized dashboard for monitoring, analyzing and benchmarking key data. You can access key granular insights and payment tracking features, all from one place for better time optimization.
• User experience: Prioritize platforms that are committed to offering a positive user experience. Intrusive ads are known to negatively impact the average time spent on your website, which could in turn affect your long-term revenue potential. In general, display monetization platforms that focus on delivering relevant ads gain better engagement and higher click-through rates.
• Compliance and privacy: Compliance with privacy laws helps maintain trust with your audience which drives to maintain a positive reputation. Check if the network follows the necessary guidelines for collecting, processing and storing user data. Some certifications to look for are General Data Protection Regulation (GDPR) in the European Union, or the California Consumer Privacy Act (CCPA) in the United States.
• Customer support: Select a platform that commits itself to prompt resolutions should publishers run into any issues during or after setup. A good customer support team with accessible contact options and round-the-clock support is always an added benefit.

Display Ads CPM Rates for Publishers

Display ad CPM rates can vary widely based on several factors, including the type of ad inventory, geographic location, ad format, industry, and the specific demand partners involved. CPM rates represent the amount an advertiser pays for every 1,000 ad impressions. Here's a general overview of CPM rates:

• Type of Ad Inventory: CPM rates vary based on the type of ad inventory. Common display ad types include standard display banners, video ads, native ads, mobile ads, and interactive rich media. Video ads typically command higher CPM rates in the range of $5 to $20.
• Geographic Location: The geographic location of the target audience significantly affects CPM rates. Tier-1 countries, such as the United States, Canada, and the United Kingdom, generally have higher CPM rates in the range of $1.5 to $5 compared to less developed regions.
• Industry and Niche: Different industries and niches have varying CPM rates. Competitive niches like finance, technology, and healthcare often yield higher CPMs starting from $2 to $3, as advertisers are willing to pay more to reach specific audiences.
• Ad Format: Various ad formats, such as video, interactive ads, or rich media, can have different CPM rates. CPM rates for interactive ads starts from $0.50 to $3.

The Bottom Line

Display advertising isn't just about filling up ad slots, it’s a dynamic revenue strategy that, when executed well, can significantly boost your earnings. As a publisher, your job is to strategically select networks that align with your audience, content, and revenue goals. With options ranging from banner ads to native placements and interstitials, a well-optimized ad strategy ensures you’re not leaving money on the table.