Once this is setup, it’ll be important to report on the results and find the variation that gets the highest page RPMs, strongest viewability and fastest page load time. We recommend implementing a dynamic timeout that extends the auction until the target number of bidders have responded with bids. #10: Imgur is running a static timeout of 1000ms which is standard across publishers that use Prebid. We’d recommend Imgur should test these new header bid partners within each possible variation to determine the right number of header bid partners and which header bid partners earn Imgur the highest page RPMs. While the seven header bid partners are quite strong, they are missing some high performing header bid partners: Facebook, Defy Media, Sekindo, Conversant, and Brealtime. Hopefully, this policy will change over-time to ensure a more efficient and fair auction. While it is sub-optimal to run a header bid partner outside of the header wrapper, this is an unfortunate policy that Amazon tends to require to the detriment of publishers and the industry. #9: Imgur is currently running seven header bid partners: AOL, Index Exchange, OpenX, DistrictM, AppNexus in the header wrapper and Amazon outside of the header wrapper. There aren’t too many header bid partners that support it yet, but it’s great to see Imgur is ahead of the game and enjoying the fruits of a header bid auction outside of the display. #8: Great job on getting started with video header bidding! Not many publishers are at that point yet. There are many important Prebid features and improvements between Prebid 0.21 and 1.0. We’d recommend either being on the latest version (1.0) or one version back (0.30) to allow the community to work out the kinks. #7: Imgur is many versions behind the latest version of Prebid. Publishers should take note that you want to keep your header wrapper as lightweight as possible! Some publishers that run Prebid mistakenly run every adapter available which slows down the page load time and hurts the user experience. #6: Great job Imgur! You’re only running the active HB partner adapters within the header. With this tech, they can choose to monetize their audience in different ways like requiring a paywall, asking for donations, upsell a subscription or just ask them to take off AdBlock. #5: Imgur does a good job detecting the percentage of their users that use AdBlock and segmenting their audience with this code. This way AdX can serve those smaller sizes when one of those ad sizes bids the most for that ad impression. If you want the ability for AdX to run a 120×600 and 160×600, then run a 300×600 and allow 60% horizontal size flexibility. They are quickly being forgotten, and there’s no reason to run them especially with DoubleClick Ad Exchange (AdX) flex sizing. #4: The 120×600, 234×60 and 300×50 units are old sizes that are rarely purchased by media buyers these days. It’s important to be ad safe, and automation is the best way to get there! Imgur has built an automated system to segment their content so that the more sensitive ad networks do not end up on non-family friendly content. #3: Well done Imgur! Managing content quality on a manual basis can be quite cumbersome especially for a site like Imgur with millions of pieces of content. This would increase the accuracy of the bids based on what Imgur gets paid and ensures that the actual highest bidder wins the bid. It’s important that the Imgur team measures the discrepancies between what DFP and header bid partners report and scale the bids based on those discrepancies. has scaled their bids here but only to convert gross bids into net bids. #2: Proper bid scaling should be implemented and updated at least on a weekly basis. Whenever you can have an ad in an area where a user has to stop and think, they are more likely to notice the ad and purposefully click on it. This area is precious from an ad standpoint because it’s highly viewable and it’s in an area where actions tend to happen. Below are some screenshots and comments based on some optimization wins and some recommendations they can follow to increase their revenue: This month we’re doing which has been successful in running a relatively more sophisticated programmatic ad strategy which I’m sure has paid off. That’s why we decided to start a new content segment of deep dives into the programmatic ad strategies of the largest publishers in the world. Ad optimization has moved to the tech development end and customizing it to a particular site has never been more important. This post was most recently updated on July 12th, 2019ĭriving a programmatic strategy has become so much more sophisticated these days with header bidding, Google Exchange Bidding, and server-to-server setups.
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