Ad Inventory

As a publisher you could also think of yourself as an advertising farmer. You plant ad space on your website and water it with the traffic generated by your sites users. The better you maximize the traffic generated by your users the more ad inventory or “yield” you will be able to produce and just like any farmer knows the more yield you have the more money you can make.

Components

  • Ad Layout

  • Ad Refresh

  • Diversifying Advertising Audience

  • Brand Safety

Ad Layout

The amount of ads you have on your website play a key role in determining the potential of your ad inventory. Please view our page layout guideline for an in-depth overview of the strategies that need to be put in place to ensure a robust ad layout that will allow you to scale your available ad inventory in a constructive way.

Ad Refresh

If your site has pages with heavy content and an average user session time above 60 seconds, you can generate more yield or ad impressions by triggering a refresh call to the ad server to show a new advertisement(s) in the placement(s) on the page. This refresh will happen independently of the page itself and the user will only see a quick recalibration of the ad slot and increase their value simply by staying on the website.

Refreshing an Ad unit increases the probability of it being noticed and increases potential engagement, both things that advertisers want from their campaigns.

Refresh Types

Time-Based Refresh

Refreshing an Ad unit increases the probability of it being noticed and increases potential engagement, both things that advertisers want from their campaigns.

User Action Refresh

Ads are refreshed based on actions or specific navigation patterns conducted by the user, such as scrolling or clicking their mouse.

Event-Based Refresh

Ads that refresh upon a certain event taking place on the site. An event could be scores updated on a sports site or a page continuing to load content when the user reads to the bottom of an article.

Diversifying Advertising Audience

The audience that comes to your site may have different interest based on the topics you produce content on. For example your favorite newspaper breaks up its content into sections typically identified as sports, finance, arts, education, etc. The make-up of the users reading those different sections can be very unique and from an advertisers point-of-view the more closely they can get to their target demographic the more they are willing to spend.

By segmenting your audience into categories you are immediately increasing the value of your ad inventory by diversifying your offering and having more strategic control of your inventory.

Key-Value Targeting

Key-value targeting enables you to define your own targeting criteria (i.e. gender, age,
content interests) based on common characteristics of your users. These are collected through your AdServer or other data collection mechanisms used in your site. The criteria used when setting up your key-values typically fall under 4 categories

Contextual Targeting

Targeting based on the content of your website. Typically you can pull directly from content and layout of your site to define these key-values. There is no specific rule to define the granularity of the key-values, but always keep your potential advertisers in mind when setting this up. The better their ability to target specific users on your site the higher the potential CPM they will offer.

Example:

 

Demographic Targeting

You may have a diverse audience coming to your website and the better you can identify those differences the better the experience you can make for your users and advertisers. Some key demographic segments include age, gender, location, language.

Geographic Targeting

The ability to identify your users coming from different areas of the world and target specific advertisement will allow you to scale your ability to work with with a wide range of advertisers

Device Targeting

Targeting based on the operating system or browser that the user is on is a specific targeting criterion that advertisers use in their campaigns.

Sports

Lifestyle

Business

Education

Football
Baskeball
Tennis
Baseball
Fashion
Home & Garden
Travel
Advice
Investments
Real Estate
Personal Finance
Small Business
University
High School

Key-Value Targeting Implementation 

Implementing the key-values on your source code is the only way that your adserver will be able to communicate the right ads to the page. Implementing this requires taking a specific approach or selecting a mixture of both to maximize your targeting ability.

Page-Level Targeting

This is a more high-level targeting implementation and should be used to define the demographic of users on a page.

Slot-Level Targeting

Including targeting characteristics for each ad unit on a page. This can be very helpful in simplifying your adserver setup by allowing you to create a few specific ad tags and utilizing targeting characteristics to differentiate them from one another on your site.

Brand Safety

Unfortunately all there are malicious advertisers out there who are looking to either spam your users or implement malware onto their sites. When this occurs users tend to associate the site itself with the intent and this can be extremely damaging to your brand and site. When working with programmatic channels the level of security you have is limited to combat these types of ads, this is why it is not only important to work with premium exchanges, but to also add filters in place that will prevent these types of ads from appearing on your site. yieldPass can provide our publishers with a simple and easy integration that will immediately protect your site from malicious advertisers. This product is powered by GeoEdge who is one of the leading providers of brand safety software.