Publishers bring immense value to the web by providing breaking news, informative articles, lifestyle content, and entertainment. And just like in the days of newspapers and magazines, publishers and their content are sustained through advertising. In the digital world, publishers have the opportunity and responsibility to deliver an ad experience…
When buying online ad space, advertisers strive to achieve the best possible business outcomes. They measure the success of their advertising campaigns by impressions, clicks, and conversions and seek to maximize their return on investment. On the sell side of the transaction, publishers have a vested interest in helping advertisers…
Dynamic floor pricing is the biggest opportunity right now for publishers to maximize yield from programmatic advertising in the open exchange. But some publishers are skeptical regarding the effectiveness of this strategy, with concerns raised about whether dynamic floor pricing truly increases revenue or simply redistributes it. In this article,…
This May, we were pleased to host a group of international publishers at the Optimera office for a joint presentation along with U.S. News & World Report, sharing how publishers can lead the way in providing solutions to some of digital advertising’s biggest challenges. The International News Media Association (INMA)…
When the internet was new and digital advertising was in its infancy, advertisers had to blindly throw money and ad creatives at the interwebs and hope for something to stick. Fast forward to today. We now have access to illuminating data about where ads serve, who sees them, how conversions…
A is for Brand Safety Audit We offer Optimera clients an intensive examination of their site content that reveals what advertisers see and how measurement vendors report. It’s often not your page content that violates. Our Brand Safety Audits have revealed: One publisher had the category “Love & Sex” in their…
Are you giving away sticky footer ad revenue to a third-party? Not running this highly-viewable and profitable ad unit? Let us set you up with our Simply Sticky footer ad — free for Optimera clients. No fee, no rev share! Last month, our Simply Sticky footer ad created over 70…
Optimera guarantees you’ll meet viewability KPIs, no matter which measurement vendor the advertiser uses. With Optimera technology, you can surface the highly-viewable inventory you need, at the right time, without overdelivering or reducing inventory by lazy-loading. Here’s an example of how one Optimera publisher targeted a direct campaign using our viewability key values:…
If you spend hours tediously monitoring and adjusting your Universal Pricing Rules, we have some great news. You can get all that time back in your day AND achieve better results. Optimera’s Dynamic Flooring intelligently and proactively adjusts your floors based on real-time data from every pageview. Instead of “one-size-fits-all”…
As Q4 approaches, it’s a good time to make sure your ad stack is set to deliver the best performance possible. We recommend taking some time to check that your line items in Google Ad Manager are properly prioritized. GAM line item selection process: Numerical priority => Named priority => CPM…