Maximising revenue gains is every publisher’s goal, and this objective goes hand in hand with advertiser needs to achieve a high ROI through their advertising

1. Maximising
advertising revenue
Publishers’ best practices

2. At Menadex, we partner with the biggest premium publishers in
Africa, the Middle East and South Asia. We dedicate a large part of our
work to finding ways to increase publisher revenue. Since a
programmatic marketplace is an auction based platform, it’s generally
understood that more advertisers bidding generates higher revenues,
due to higher bids and better optimisation.
Maximising revenue gains is every publisher’s goal, and this
objective goes hand in hand with advertiser needs to achieve a high
ROI through their advertising. At the same time, the number of
advertisers running campaigns on the marketplace correlates strongly
with eCPM for publishers.
So how can publishers maximise their revenue?

3. 1) Keep tags placed on the site
For both display and video campaigns, it’s important that publishers
don’t remove the advert’s tags from the website too quickly, or become
inconsistent in the placement / replacement of tags if they think they’re
not seeing results straightaway. This makes it difficult for software
algorithms to detect whether the website successfully meets campaign
KPIs, so the publisher is less likely to gain increased revenues through
higher eCPMs. Remember, it takes time to see results!

4. 2) Increase the number of advertisers accessing
the site
Opening access to more advertisers in a programmatic marketplace
will decrease the number of impressions per advertiser, which will lead
to increased eCPM for the following reasons:
a) Better optimisation - as there are more advertisers to bid for
ad placements
b) Higher number of bids made - as there is more competition

5. 3) Get to grips with inventory differentiation
Publishers seeking to maximise ad revenues need to evaluate how
well they package their ad inventory. Maximising ad revenue across the
entire demand chain involves differentiating inventory sold via the
programmatic marketplace, separating the premium from the remnant
inventory.
For campaigns with high performance as KPIs, the programmatic
technology will enable the banner to be served in placements which
have the highest conversion rates. It is also very important for a
publisher to offer all banner formats, as this will prevent the advertiser
cherry-picking placements.

6. 4) Make use of visible ad placements
Whatever a campaign’s KPIs, be they high viewability or CTRs,
visible ad placements are a way of ensuring that the ad is seen - so
KPIs in general are much more likely to be met. For video adverts,
publishers should ensure that these aren’t placed too low on the page -
the whole point of an in-text video advert is that it is placed in the middle
of an article, as an organic way for readers to see it. A video advert
placed far down a page is unlikely to be seen by the viewer.
Try out these tips and let us know your thoughts!