How to Maximise your Ad Inventory Value and Programmatic Ad Sales
As a publisher, you have a lot of assets to monetize. You have the audience and the ad inventory. The question is: How do you maximize your ad inventory value? In this article we will assess ad operations strategies to boost your ad inventory monetization from ad optimization for your publisher ads.
- What is ad inventory
- Understand Your Audience
- Optimize Your Ad Inventory
- Optimize Your Ad Viewability
- Join a Header Bidding System
- Try a New Ad Format
- Focus on Quality Over Quantity
- Successful ad monetization starts with consistently
- You can use tech to make your ad inventory more valuable
What is ad inventory
Ad Inventory is the number of ads that can be served on a page at a given time. This number is determined by two factors:
- The number of ads a site owner can sell in advance, and
- The amount of space available to display those ads on each page.
Understand Your Audience
A critical piece of maximizing ad inventory value is understanding your audience. What do they like? How do they interact with ads? We have seen this play out time and time again, where companies identify a specific demographic, then create an ad that targets them specifically. This makes the campaign more effective because it allows you to speak directly to buyers instead of wasting money on attracting traffic that doesn’t convert.
Optimize Your Ad Inventory
Optimizing your ad inventory requires that you understand its value, source and composition. Here's how:
- Understand your audience. This will help you determine which sites to focus on and what content might be most relevant for them. For example, if you're selling golf clubs, it makes sense to advertise on sites like Golf Digest or TopGolf.
- Understand the type of ads that work best for your audience. For example, if targeting millennials with disposable income who are interested in travel insurance policies then display ads may be more effective than mobile video because they can offer a more immersive experience while being less invasive than standard banner ads when they're viewed on smaller screens like phones or tablets.
- Understand the different types of inventory available to advertisers so they can choose the right place for their campaign.
- Understanding which ad network(s) will be able to provide access to high-quality audiences at price points that make sense based on projected ROI potential.
- Understanding which ad server(s) will enable them deliver high quality creative assets including images/video files quickly without sacrificing performance.
- For each type (or subtype) of inventory listed above there should also exist an accompanying set of rules about how many times per day each individual piece of inventory can serve before becoming ineligible
Optimize Your Ad Viewability
Ad Viewability is a metric that measures the percentage of time an ad can be seen by a user. This is an important measurement, because if users can't see your ads, they're not going to click on them.
Getting a high ad viewability rate for your ads means that users are seeing more of your ads and therefore clicking on them more often. A higher click-through rate (CTR) leads directly to higher eCPMs—in other words, you get paid more money per impression when people actually see your ad!
Here are some best practices for optimizing ad viewability:
- Make sure the images in your creative have enough contrast between the background color and image so they're visible against any background color; also make sure there's enough contrast between different entities within each image so they don't blend together into one big blob of pixels (you want users to recognize each entity as an individual object).
- Choose colors carefully when designing images or text in order to maximize readability—this will help maximize readability and thus increase viewability.
Join a Header Bidding System
Header bidding is a technology that allows publishers to get better prices for their inventory from the demand side. This means that you can optimize ad inventory value and get more money for less inventory.
For example, let's say you have an ad space on your homepage where an advertiser pays $10 CPM for one impression. If you only sell this space once a day, it's difficult to maximize revenue because it's not being used at capacity. With header bidding, when another company wants that same real estate on your homepage, they bid against each other until one gets the maximum price possible (in this case $20 CPM). The winner will then receive all impressions of that ad unit and pay you directly without involving any third parties like Google or Facebook Ads Manager (it works similarly with pre-bid solutions).
Header bidding allows publishers to manage multiple buyers simultaneously using tags called tagsets on their pages rather than having them compete with each other through an auction system (as they would in RTB). It also improves user experience because ads load faster because there are fewer calls back-and-forth between publisher and buyer; plus there's less latency so users can interact with content sooner without waiting too long before seeing results
Try a New Ad Format
A new ad format is an ad that you've never used before. For example, Facebook recently launched their new Canvas Ads, which are a totally different way of creating and running ads on the platform.
You might be thinking: Why would I try a new ad format? Isn't it risky to use a new tool that I haven't tried before? Well, yes. But there's also an argument to be made for experimentation and trying things out—especially if they could potentially increase your conversions or engagement levels.
When we put ourselves in the shoes of our customers, most people will be more likely to respond positively when presented with something novel than with something that looks like what everyone else uses. If you're able to come up with something unique enough for people to remember, then your business will benefit from increased brand awareness and visibility online.
Focus on Quality Over Quantity
You can maximize the value of your ad inventory by focusing on quality over quantity. Quality content is always better than a large volume of mediocre content, so focus on having only what you know will be high-quality posts.
Successful ad monetization starts with consistently on delivering superior user experience
The ad monetization process is a complex one, and involves many moving parts. While it can be tempting to focus solely on the numbers, it's important to remember that a successful ad strategy requires a holistic approach. It's all about building trust with your users and providing them with an excellent experience—because if they don't trust you, they won't stay around for very long.
Once you've done this, it will become easier to implement other strategies in your business plan such as:
- Optimizing your website for mobile viewing
- Making sure that ads are relevant to visitors
You can use tech to make your ad inventory more valuable
You should use a SaaS tool to optimize your supply path. A SaaS tool will help reduce latency, increase viewability, and boost CPMs for your ad inventory.
Spiny’s BidRoll is one such tool. BidRoll helps you reduce latency by optimizing the supply path of your impressions so that they can be served faster. This means less time in flight from publisher to advertiser, and more opportunities for advertisers to bid on the impression before it is served. This increases viewability by improving how quickly an impression can be seen by an end user after being delivered from the publisher’s website or ad server. This also means more real-time bidding opportunities for advertisers who are able to see these bids within milliseconds instead of seconds or minutes later when using traditional DSPs (demand side platforms). Finally, this also increases CPMs because it allows publishers and advertisers alike access to higher quality premium inventory at scale across multiple exchanges through BidRoll’s proprietary technology stack which includes an integrated marketplace model that allows us to connect directly with publishers via private marketplaces (PMPs) while simultaneously supporting direct connections with all major third party vendors via programmatic toolsets, thus maximizing our ability as buyers/sellers within any given campaign type including display as well as mobile formats that include HTML5/Flash ads but do not require Java based applications like app store banners.
You can use technology to make your ad inventory more valuable. The right tools and technology will help you optimize your online presence, increase visibility of your brand, and drive more traffic to your website.
Spiny is a good place to start when it comes to increasing the value of your ad inventory. Spiny is an all-in-one platform that allows users to track their website’s live data from one dashboard, where they can access analytics reports, checkout recommended solutions and much more!
We hope this blog post has given you a deeper understanding of inventory monetization and how it can help your business. If you’ve been considering starting an ad network or managing your own ads, we encourage you to take the first steps now. It’s easy to get started with our free tools and resources.
Contact us today at Spiny.ai if there is anything else we can do for you!