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The Best SSP for Publishers

Brian Blondy, February 13, 2018

SSP for Publishers

February is an excellent time to begin asking whether the SSPs connected to your ad units have the potential to earn you the maximum yield for every impression you serve. Collectively we can point to dozens of name brand SSPs that provide sufficient monetization and fill rates for publishers.

Our experience working with publishers worldwide tells us that Q4 traditionally features larger budgets and more activity in comparison to Q1, a  typically calmer quarter yielding less revenue and advertiser campaigns. Q2 is approaching and with it comes new monetization opportunities.

The use of the word working relates less to how much revenue you earned from your ad units in Q1 but instead serves as a means for evaluating the fill rates and eCPM performance of each of your ad units. This concept also relates to your critical evaluation of the quality of ads, response rates, and service provided by the platform(s).

But let’s talk about what’s really important in which SSP will perform the best for you and make you the most revenue for every impression! if your website has more than 5M monthly visitors and you’re not earning significant income, you should be ready to make the necessary changes

We have spent the past year researching the best programmatic supply source providers (SSPs), analyzing countless ads arriving from various sources, and interviewing our clients regarding their revenue performance.

One thing that remained clear throughout DoubleClick Ad Exchange (AdX) is the best SSP for achieving superior monetization results for your website in 2018.

 

AdX is the World’s Best SSP for Publishers in 2018

 

AdX

 

This year we made DoubleClick Ad Exchange (AdX) our top choice for SSP. Owned and operated by Google, AdX outperforms the competition by connecting publishers into the world’s largest exchange of global inventory.  AdX is Google’s exclusive programmatic platform featuring Real-Time Bidding (RTB) technology for premium websites to be paired with premium advertisers.

AdX pairs buyers and sellers across the industry and works with premium publishers and advertisers in the world’s largest real-time programmatic RTB bidding exchange. The AdX marketplace is connected to ad networks, agencies, and third-party demand-side platforms and powered by advertiser demand, conducted via live auction for the ad units.

If you have more than 5M visitors visiting your website per month, then you should strongly consider switching over to AdX. Publishers featuring ad units monetized by AdX expose themselves to the world’s most premium advertisers who are eager to spend significant advertising budgets on widely trafficked sites. Just this difference alone between membership in AdX equates to a substantial financial gain for the publisher who qualifies and begins using AdX.

AdX comes with AdWords buyers baked in which brings together the best of both of these worlds into one package. As a result, your website’s premium demand is amplified by the continued competitive presence of AdWords demand in the connected ad units.

Also, AdX reaches its full potential when it is enabled to compete with other networks via Google’s ad serving platform – DoubleClick for Publishers (DFP). By utilizing DFP (either Small Business or Premium), publishers can rotate between ad networks for their ad units, also, to directly selling ad space to advertisers, while always striving for 100% fill rates through the real-time competition since added competition for ad units drives the CPMs higher.

AdX vs. AdSense – Which one is right for you?

5 Ways to Boost Your Website Monetization

8 Ways to Avoid Termination of Your DoubleClick AdX Account

With a multitude of demand sources in competition for more of your website’s ad units, more bidders are involved for more ad units and the stridently pushing higher the price of the winning bids for your ad units. In the end, there’s no comparison; publishers make significantly more money by having AdX paired with DFP on their website.

Ultimately, if you’re a publisher who is aiming to maximize your advertising revenue and your website has over 5M visitors per month, then graduating to AdX should be your goal.

  • Sell your ad space to the highest-paying buyers in real-time
  • Increase revenues from premium and remnant inventory
  • Detailed reports on all of your inventory
  • Industry-leading response times
  • Realize higher margins
  • Unmatched brand safety for publishers (and advertisers)

If you would like to join AdX and potentially make more money from your traffic, we can assist your website to maximize its potential with DoubleClick AdX.  Contact us today to get started!

Google Revises Monetization Guidelines for Publishers

Brian Blondy, May 28, 2017

google

Google has updated its publisher conduct policy to consider violations of its content policy at a page level rather than at a site level.

Now Google will only disable monetization on individually non-compliant webpages, rather than the entirety of a publisher’s Google AdSense or DoubleClick AdX account, when the content policy is violated.

The policy pivot aims to improve Google’s ability to administer selective enforcement on content and readiness to deliver transparent notification of its policy violations to publishers.

Previously, when an AdSense or AdX violation had occurred, publishers had their AdSense and/or AdX website monetization account paused until the violation was corrected, often to the dismay of publishers, without specificity, the precise violation and where it that had taken place on the website.

google adsense

The publisher had to select which of his pages were appropriate to send through to Google to monetize, either through their CMS or through some other system.

However this is costly and requires lots of resources from the publisher.

Through transparency and clarity upon occurrence, AdSense publishers will now receive email notification when website content is non-compliant. 

In addition, publishers can visit to a “policy center” to investigate the exact cause of the violation along with compliance recommendations for AdSense restitution onto the page.

Ben Erdos, VP of Platforms and Services at Total Media said that the changes are sure to be welcomed by publishers everywhere.

“The developments from Google are great step in assisting publishers who have a range of mixed content in remaining policy compliant. Any steps to greater transparency from Google as to where and why policy infringements have happened are greatly welcome.”

“The policy center should also reduce the time it takes for publishers to resolve any site wide issues as well,” said Erdos.

Comparatively, publishers using AdX will also receive violation notification email with more details. A policy center for AdX is also in the works.  For more information about the AdSense program policies and what constitutes prohibited content, visit the Google AdSense program website here.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

5 Ways to Boost Your Website Monetization!

Brian Blondy, March 22, 2017

 

Introduction

If you’re a publisher and you’ve been thinking aloud that you’re not making enough money from your website, then you’re definitely experiencing a very common reality among publishers of all sizes.

The decision to take action to improve your revenue could be the most essential step you can make towards strengthening your website’s profitability and future-proofing your digital portfolio for years to come.

Today we will expose some of the most beneficial options for generating significant financial returns for your website, specifically, by optimizing your display, mobile ad units through preferred deals and private auctions, choosing between Google AdX and Google AdSense, and lastly, adding video monetization in order to earn significant CPMs.

We believe that website monetization is an essential financial lifeline and is the most important aspect to focus on for increasing website revenue.  Since there are so many ways to improve your revenue, let’s get started!

 

Programmatic Optimization

These days we see the struggle publishers face in striving to keep pace with all of the new programmatic advancements emerging in the marketplace.  Both publishers and advertisers are navigating frequent and ever-changing technologies constantly emerging in the programmatic industry.

Programmatic Optimization

There is no doubt that there is a lot to know and a lot to do whether it’s simply optimizing an ad stack, exposing inventory on strategic display and mobile ad networks or working with an expert optimization specialist like Total Media.

For publishers committed to programmatic on both display and mobile, it is essential to be up-to-date in order to create the highest value for themselves and their advertisers. In particular, two of the most beneficial programmatic technologies currently available are preferred deals and private auctions.

 

Preferred Deals

Preferred Deals allow individual buyers to negotiate fixed-price, first-look deals with sellers.  The CPM is generally higher than regular programmatic and on par with direct sales because advertisers are seeking impressions based on the specific data available or gathered by the advertiser previously.

Preferred deals are based on direct agreements between publishers and advertisers where generally advertisers approach the publishers about specific ad sizes, placements and audiences and the two parties negotiate a specific fixed price for the impressions amongst themselves.

What’s unique about preferred deals is that they are executed programmatically.  Whereas once advertisers would simply send publishers an ad tag which would link to the allocated ad placement, now the entire execution runs through DSPs and SSPs (e.g. DoubleClick AdX & DoubleClick Bid Manager), where a deal ID get things moving along.

 

Private Auctions

Private auctions are programmatic deals that allow publishers to create a higher-priority auction available only to white-listed buyers of their choosing for specific inventory the publisher desires to make available.

Private Auctions

One such SSP allowing private auctions is DoubleClick Ad Exchange (AdX) by Google, which when setup through DoubleClick for Publishers (DFP) delivers the best results for publishers. Any advertiser interested in participating in a private auction is recommended to be using a DSP (such as DoubleClick Bid Manager).

Within the private auction, publishers establish a specific floor price with the chosen advertisers and lets this small group of buyers compete in an exclusive, private programmatic marketplace auction. The floor price, in general, is higher than that of the open marketplace, so the buyers can pick and choose the premium impressions that they would like to bid on based on certain known parameters beforehand.

 

Video Monetization 

In recent years, featuring monetized video content on a website has become an important avenue for publishers to consider within their monetization plans.

Video content is a highly effective method for both engaging website visitors as well as providing the ever-growing pool of advertisers a means for running video programmatic advertising campaigns.

While many publishers jump right in and adopt video, most have chosen not to, whether due to lack of video content, site layout or even due to knowledge how to implement the technology in the correct manner.

The decision to not feature video could be a strategic mistake for publishers. 

Video is increasingly proving to be the best way for publishers to increase their current revenue stream through opening themselves up to receiving significantly higher CPMs as compared to display advertising.

This is due to the fact that advertisers are continuing to adopt video advertising as an essential method for delivering their message and are willing to pay premium prices for interested and longer engaged audiences.

 

 

Google AdSense

As the standard monetization default for websites, AdSense is the world’s largest contextual ad network enabling online publishers of any size to monetize their website and mobile assets. 

Google AdSense

AdSense includes ads displayed in search engine results, Google products and on the Google Display Network (GDN). AdSense serves high fill rates, with almost unlimited demand. It offers fast and reliable payment in most regions and the security of working with Google.

Whether you have recently added or you have been using AdSense on your website for years already, the essential question to ask yourself is whether you are making enough money with Google AdSense.

We are constantly hearing from our clients that are only using AdSense on their website and are apprehensive to move on from it despite being dissatisfied by the revenue it is generating. 

We agree that AdSense is a great option for growing publishers and we understand the concern they express when discussing whether or not to drop AdSense for another monetization solution.

Conversely, there are additional methods for optimizing ad units in addition to various monetization solutions that a publisher could add that would open up excellent possibilities to further monetize their current traffic and grow revenue exponentially through strategically placed ad units and expert ad unit optimization.

 

DoubleClick AdX

DoubleClick AdX

 

DoubleClick Ad Exchange (AdX) is Google’s programmatic platform featuring Real Time Bidding (RTB) technology for premium websites to be paired with premium advertisers.

AdX pairs buyers and sellers across the industry and works with premium publishers and advertisers in the world’s largest real-time programmatic RTB bidding exchange. Connected to ad networks, agencies, and third-party demand-side platforms, the AdX marketplace is driven by advertiser demand, conducted via live auction for the ad units.

If you have more than 5M visitors on your website per month, then you can and absolutely should switch over to AdX.  Publishers featuring AdX on their websites are exposed to the world’s most premium advertisers who are eager to spend significant advertising budgets on sites that are widely trafficked.  Just this difference alone between membership in AdSense and/or AdX equates into a significant financial gain for the publisher who qualifies and begins using AdX.

In addition, AdX reaches its full potential when it is enabled to compete with other networks via Google’s ad serving platform – DoubleClick for Publishers (DFP). By utilizing DFP (either Small Business or Premium), publishers can rotate between ad networks for their ad units in addition to directly selling ad space to advertisers, while always striving for 100% fill rates through the real-time competition since added competition for ad units drives the CPMs higher.

With a multitude of demand sources in competition for more of your website’s ad units (5 instead of AdSense’s 3), more bidders are involved for more ad units and the stridently pushing higher the price of the winning bids for your ad units.  In the end, there’s no comparison, publishers make significantly more money by having AdX paired with DFP on their website.

Ultimately, if you’re a publisher who is aiming to maximize your advertising revenue and your website has over 5M visitors per month, then graduating to AdX should be your goal.

  • Sell your ad space to the highest-paying buyers in real-time
  • Increase revenues from premium and remnant inventory
  • Detailed reports on all of your inventory
  • Realize higher margins

If you would like to join AdX and potentially make more money from your traffic, Total Media can assist you in making this happen and putting your website on the path to maximizing your financial yield from advertising.

Though if your website doesn’t have millions of impressions per month, chances are that you have already added AdSense to your website as one of your first decisions for monetizing your website.

 

Conclusion

While at first it may feel like taking a deep dive into the unknown with so many intriguing options available to publishers, we completely appreciate that adding new monetization solutions to your website is not a straightforward and simple process. 

Regardless, you shouldn’t be hesitant to press forward and try to improve your monthly revenue.

Your website should be a vehicle for making money and we’re here to assist you along the way to amplify your monthly ad revenue.

Regardless of the size of your website, Total Media can enable your website to add all of these effective monetization streams to your website and then handling all of the complex optimization thereafter.

We hope the writing of this post has assisted you to better understand the programmatic landscape and it has empowered you with information to make you more website revenue than you are earning today.

Here’s How Google Blocked 1.7 Billion Bad Ads in 2016

Brian Blondy, February 15, 2017

google ADX

In 2016, Google aggressively policed its ad ecosystem, DoubleClick ADX, by identifying and blocking 1.7 billion ads that violated its advertiser policies.

Google has sought to clear any and all ads which demonstrated intent to deliberately deceive users, contained malware or redirected users to 3rd party app stores.  The blocking of nearly two billion ads effectively doubled the amount of flagged violations Google handed out compared in comparison to 2015.

Announced in a self-published report outlining its push to purge non-compliant ads from ADX, Google disclosed that they have stopped 80 million deceptive ads, 112 million malware ads and 68 million ads for unapproved pharmaceuticals.  In addition, 7 million ads attempted to outsmart Google’s detection system and 23,000 mobile advertisements used redirects to a third-party app store.

In the fight to maintain a standard of ad quality, Google has had to adapt and constantly improve its ability to identify malicious advertising which often goes undetected by Google due to geo-targeting, dayparting and network targeting. 

Google Blocked 1.7 Billion Bad Ads

Ben Erdos, VP Platforms & Services at Total Media, commented that bad creatives have far reaching effects throughout the internet beyond breaking Google’s rules for the ecosystem.

“Malvertising is a threat to users because it erodes faith in the advertisement itself and it is a threat to the user’s technology, their identity, and their hardware. Specifically, it can download spamware, ransomware, and malware. Such occurrences create enormous risk throughout to the lowest scale to users, in addition to draining bandwidth, and data plans later on,” said Erdos.

As gatekeeper of its own buy-side and sell-side platforms, Google stands to benefit from aggressively pursuing non-compliant advertisements on the buy-side to maintain publisher confidence that the delivered ads are of the highest quality.

Though despite Google’s best efforts to combat bad advertisements, the industry operates mainly through tags and that any nefarious party can manipulate the ADX auditing systems by rotating in bad adverts within already approved adverts, thereby modifying the ad rotation after the fact.

Ad fraud happens when Google’s automatic auditing process eventually approves acceptable advertisements for ADX and then an advertiser decides to add in new third-party tags on their own ad server into the already approved creatives.  

Google’s interest to push advertisers to adhere to their policies within the ADX ecosystem provides publishers and advertisers a high level of certainty and trust that the ecosystem is solid and a safe environment for all.

Though the reality is that the chances of stopping more fraudulent advertisements would amount to an extraordinary amount of additional measures and resources throughout the auditing process for Google, whom are already doing an exceptional effort as compared to their industry counterparts.

Additionally, a bad advertisement is most often flagged through an SSP rather than from publishers themselves reporting a malicious advertisement.  As per usual, AdX will stop the bad ad before it is published or is running for a significant amount of time.

Publishers need not worry if they see a bad advertisement published on their website.  As a first step, a publisher can send an ad’s click-through URL to the AdChoices program in order to work with the website’s official Google contact to report and address the issue.  

In our experience, once a bad advertisement is reported, Google will take swift action to take down the advertisement.

If you require your company is looking for advertising solutions for maximizing your marketing activities such as DoubleClick Bid Manager (DBM), DoubleClick Campaign Manager (DCM) or DoubleClick Search (DS), you can send us a message here.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

8 Ways to Avoid Termination of Your DoubleClick AdX Account

Brian Blondy, April 18, 2016

adx double click

“Google policy is to ensure we all preserve a healthy digital ecosystem for the benefit of all users, advertisers, and publishers.” 

John Brown, Head of Publisher Policy Communications at Google.

 

Introduction

The world’s most profitable and successful publishers participate in Google’s programmatic ecosystem on DoubleClick AdExchange (AdX) because it attracts the most desirable advertisers seeking premium ad space online.  Savvy publishers align themselves on AdX so they can capitalize on the financial benefits exposed to the world’s most prestigious brands and agencies striving for the opportunity to showcase themselves to premium audiences around the world.

Yet, many well-known publishers often fail to comply with Google’s AdX publisher policies to varying levels of seriousness, i.e., inappropriate website content, fraudulent traffic to the website, ad click manipulation, and misleading ad placements. In order to make publishers more aware of the various events which trigger a policy violation, today we will list the most common reasons why a publisher account is flagged and eventually disabled for policy violation, and conversely, we will offer eight proven actionable strategies that can be taken now to avoid policy violations and a potential permanent suspension from AdX.  Continue reading “8 Ways to Avoid Termination of Your DoubleClick AdX Account”

AdX vs. AdSense – Which one is right for you?

Brian Blondy, March 30, 2016

adx vs adsense

 

Advertising is your financial lifeline and one of the most important aspects you can focus on to increase your website’s revenue stream.  As a publisher it is essential to optimize and monetize your traffic in order to maximize the revenue you earn from your website.  Two of the most obvious options for generating significant financial returns are Google AdSense and DoubleClick AdX. Today, we’re going to compare them and let you know which one is potentially right for you.

Continue reading “AdX vs. AdSense – Which one is right for you?”

What You Need to Know About Preferred Deals and Private Auctions

Brian Blondy, December 10, 2015

Introduction to Preferred Deals and Private Auctions

The programmatic industry has fundamentally changed the way publishers and advertisers interact with each other and how they buy and sell premium media online. In the not-so-distant past, publishers and advertisers used to communicate directly and negotiated placements and CPM for premium ad placements amongst themselves. Even more recently, if an advertiser wanted to buy premium media through programmatic direct, the only traffic that was available to purchase from the SSP was the leftover remnant traffic.  Programmatic is changing the transaction for the better, not only because of emergence of the efficiency of the transaction but also because more and more premium ad inventory is available to be purchased programmatically.

Continue reading “What You Need to Know About Preferred Deals and Private Auctions”

Total Media is Now a Google Certified Publishing Partner

Brian Blondy, October 1, 2015

badge_certified_publishing_partner_vertical_rgb 1001270_639943919386486_2035322677_n

Let’s get down to business: Total Media knows what it takes for your website to excel with Google publishing solutions

As one of Google’s Certified Publishing Partners, Total Media can help your business thrive. Google selected us for this program based on our proven expertise in DoubleClick for Publishers (DFP) and DoubleClick AdExchange (AdX). We’ll help you monetize your sites as well as work with you on properly managing your inventory in order to earn as much as possible from every impression.

Continue reading “Total Media is Now a Google Certified Publishing Partner”

The Alphabet Starts with AdX: Case Studies

Brian Blondy, August 12, 2015

Ad Exchange (AdX) is Google’s programmatic platform available to publishers with premium inventory.   AdX is world’s largest real-time bidding platform (RTB) which provides large publishers access to eager big-brand advertisers and programmatic buyers whom are seeking the ability to reach specific demographics and verticals worldwide. Continue reading “The Alphabet Starts with AdX: Case Studies”