10 ways to control ad quality on ad networks and exchanges
- Added:
- Sep 07, 2009
In a world where buying media space in ‘real-time’ is becoming increasingly standard, controlling quality can become more challenging. Ad network optimisation provider Improve Digital offers 10 tips for publishers looking to get the most out of their brand image on networks.
10 do’s and don’ts for publishers working with ad networks and exchanges
Some networks/ exchanges are more controlled and others are more open, but in general if you keep the following do’s and don’ts in mind, you will be have a ‘brand-safe’ experience:
1. Manage your blacklist dynamically and be as precise as possible: A blacklist is dynamic and a process for updating it needs to be in place. For example, don’t forget to delete temporarily blocked advertisers in order to avoid downwards pressure on your eCPM from networks due to overly tight restrictions. Be as specific as possible and don’t make assumptions such as ‘please exclude our competitors’ - you need to be precise and name them per market.
2. Think international IP’s: Most networks service their campaigns and GEO target on IP. So when considering your UK website, also bear in mind blacklisting for the other markets. These might be less strict or even stricter. Try to provide a precise blacklist for the major markets.
3. Pre-approve ads and campaigns where needed: Some networks/exchanges offer you the ability to pre-approve of each campaign and advertiser. This should be limited to those networks where you feel it is a ‘must-do’. Every human step reduces the real time capabilities of a system and therefore the eCPM and potential revenues.
4. Manually check what is being served: Even when all networks and exchanges have signed off on your blacklists, there might still be ads coming through and you have to check this, especially at the beginning of the collaboration.
5. Use a plug-in for your browser to view the network source of each ad: For this you can use a specific browser or a Firefox plug in such as AdInspector from PubMatic.
6. Have your emergency process in place, making sure it also covers out of office hours and all markets; if anything goes wrong make sure you, and your network contacts, are prepared. Have emergency email addresses in place both internally and externally for the facility to take down ‘bad creative’ 24/7. Also make sure the SLAs with the networks are clearly defined.
7. Consider Javascripts versus Iframes: Iframes are somewhat safer as it makes it impossible for an ad to ‘damage’ your website or serve unwanted expendables etc. However Iframes also restrict some capabilities for the networks such as forms of contextual advertising.
8. Aim for long term relationships with networks: search for longer term relationships with a maximum of 10 ad networks that fit your audience and brand. This will give the networks the opportunity to learn about your requirements and understand your rules around brand image protection. You might test many more networks in the beginning, but eventually you will find your preferred partners.
9. Categorise your inventory and tailor the ad network mix by section: If you are a larger publisher, do you need to work with the same network mix and restrictions across all of your inventory? Remember that you can be stricter on some placements and ‘easier’ on other placements.
10. Document your findings and share: Ask around about which networks might fit your brand image and seek advice from colleagues and peers in the industry, but also make sure you document your findings and at least share them internally within the company - and ideally with the market.
In summary, monetising with ad networks and exchanges can go hand in hand with full brand image protection, and for most premium publishers with their own direct sales team or significant premium business, this is a key requirement. Most networks are taking creative control already very serious and are able to deliver 100% according to the restrictions.
However, it is always good to know the rules of the game and be able to work according to them on a day to day basis. Learning from others and building on their experience is part of the process that must be undertaken to achieve the best overall monetisation possible both in the short and the long term.
To accompany this guide, Improve Digital have published a White Paper for publishers looking to manage their brand image on ad networks. To download the White Paper, click on the link below.
Improve Digital White Paper- Sept 2009
Source: www.improvedigital.com
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