22 Aug

The Power of Outstream – Mobile Interstitial

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.


 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

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28 Jun

The Power of Outstream – Mobile Top Fixed Sticky

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

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29 Apr

Programmatic Video, with a touch of history

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.

 

Talia Chudacoff is a Senior Account Manager at Total Media.  You can contact Talia by email at talia(at)mediatraderz(dot)com or on LinkedIn

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23 Apr

The Power of Outstream – Sticky

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

Sticky Video Monetization – Ideal for Desktop

A sticky ad is designed to open up when there is demand, in the bottom right-hand side the screen, and is anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

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

 

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23 Apr

Inside of Outstream, Taking a Closer Look at InRead

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

InRead Video Monetization

InRead is a type of outstream video format that is designed to open up when there is demand and expands to show between text. Publishers have the option to choose whether the player will pause if the player becomes less than 50% viewable or the player can continue in the bottom right-hand corner of the page in a minimized size.  In both cases, the video player will close upon the completion of the advertisement.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple – webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream Sticky Demo

 

 

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

 

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13 Feb

The Best 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 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 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

 

 

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!

 

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

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24 Jan

A Conversation about Ads.txt with Mr. Sherzod Rizaev of MinuteMedia (Short)

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

 

Why did you decide to add Ads.txt to your website?

We were convinced to add Ads.txt to our website for the following three reasons:

  • Following Google’s leadership of the initiative
  • Being able to discover who is monetising our inventory and control
  • Being able to define which other opportunities and partners are out there for us to approach directly

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business thus far?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

 

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.”  We see that particular vendors will send the same email to us every day until we either respond or make a decision about them.  In the meantime, we’re not doing anything with these emails.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

One of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

For example let’s say that network “XYZ” has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us.  We’re already working with those partners and we have already seen the inventory on the exchanges.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

 

Interview conducted by Brian Blondy, December 2017.

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

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11 Jan

A Conversation about Ads.txt with Mr Sherzod Rizaev of MinuteMedia (Full)

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

Why did you decide to add Ads.txt to your website?

First, the choice to add Ads.txt follows Google’s leadership and industry focus on the subject. In addition to working with Google, we also put our inventory on other multiple platforms which follow Google’s lead in the industry. Primarily, an initiative supported by Google or the IAB will always be strongly considered and most likely implemented by our team since Google is one of our website’s primary revenue generators.

Second, Ads.txt gives us a better idea of who is monetising our inventory and on which platforms. For example, if I’m working with a network and they are giving me six different network IDs files, I know for sure now how they are monetising my inventory. Through Ads.txt, I see how much unique demand these providers possess. Supporting the Ads.txt initiative is proving to be crucial for us for figuring out how our impressions are being mapped out onto the global exchanges.

Third, there are some players on our .txt file that I’ve never heard of, specifically some of the exchanges, especially on the video front. We see this as an opportunity to check all of our vendors and to leave no stone unturned at this stage since video is a primary revenue stream of ours.

These three reasons combined: Google’s leadership of the initiative, finding out who is monetising our inventory, and which other opportunities and partners are out there for us to approach directly, convinced us to implement Ads.txt onto our website.

 

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.” We see that particular vendors will send the same email to us every day until we either respond or make a decision about them. In the meantime, we’re not doing anything with these emails.

As I said earlier, one of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

The presence of Ads.txt has helped us to clarify who we are working with. For example let’s say that network XYZ has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us. We’re already working with those partners, and we have already seen the inventory on the exchanges.

Now I ask myself, do I need network XYZ? Yes, I believe that we have more control to decide. But that feeling currently leads to the need to conclude whether we want to work with these guys or not because we have more information in which to judge them and their activities.

In a conversation that I recently had with the IAB, a particular question kept popping up in my mind, “How many vendors are too many?” Looking forward to January 1, we are already looking to clean out a lot of the happenings within our ecosystem within our control. We primarily want to analyse our system and find the ones that we wish to have our inventory monetised by.

We have taken the perspective as we are crafting our Ads.txt list to ask ourselves, how many local partners do we need? How many global partners do we need to serve 80-100M unique visitors?

We’re sure that we are going to need a lot of partners to serve our audiences. It might be that we should have partners that are strong in specific local markets versus our global partners that are strong in our top ten markets.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

As of today, I believe that it is still early to accurately judge the impact Ads.txt has had on our business and revenue. Though we have seen an impact from our third-party publishers that have seen a dip in their income over the last month. For us, we were ready when Ads.txt launched, and we have been fortunate to have not seen a drop in our revenue. It remains to be seen whether this stabilisation of our revenue connects to whether Ads.txt is working or whether there is no connection at all.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

I think it is a positive development that the system will be cleaned for the benefit of the publisher as well as the advertiser. If Ads.txt works in clearing out the system more efficiently, I believe that it is going to add quick ad returns since our approved vendors who buy from us are responding directly to us with their creatives. In addition to the absence of the arbitrage of our inventory, I believe that Ads.txt will continue to diminish the chances for us to being misrepresented to the advertiser. In the end, we will deliver much better results for advertisers.

 

Interview conducted by Brian Blondy, December 2017.

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

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27 Nov

Ads.txt November ’17 Updates for Publishers

Ads.txt – November News Roundup:

 

Today’s post is an overview of interesting and useful content we have recently read about Ads.txt.  Being that Ads.txt is a relatively new development in the programmatic industry, we thought you would appreciate a curated roundup of relevant content about Ads.txt in order to get a good overview of what Ads.txt is and how both publishers and advertisers have been adjusting to it over the final months of 2017.

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

 

UK News Reports Increase in Revenue After Ads.txt 

During a recent speech at The Drum’s Programmatic Punch on November 9, 2017, Ian Hocking, head of programmatic at News UK, stated that the company saw a “slight incremental rise in revenue” after it adopted Ads.txt.

“Can I afford to have 100 different people selling my inventory? Our file was pretty short, we want brands and agencies to come to us and have a conversation about the best ways of using our assets. By opening yourself up to resellers you open yourself up to problems,” Hocking added.

Read the rest of the post here.

 

Are Companies Trying to Push Themselves onto Publishers’ Ads.txt Files?

 

There have been reports of prominent publishers being approached by agencies and marketing companies requesting (could be described as threatening?) to stop buying inventory unless they are added to a publisher’s Ads.txt file.   Turns out that these companies may or may not have been legitimate buyers (see Thrive interview below for an example of a possible misunderstanding) or have had a direct relationship with the publishers per se.

In essence what this means is that publishers need to be extra careful when building out their Ads.txt file both from the perspective of including all of their most relevant suppliers, in addition to being cautious of third-parties who may approach them with requests to be added to an Ads.txt file. Publishers will also need to put in place a management strategy to ensure that their Ads.txt is kept up to date.  Since there is a fair amount of confusion about Ads.txt, we thought it would be a good idea to present, without bias, an overview of how companies have been approached about revising their Ads.txt file and what professionals in the industry is saying about it.

AdExchanger OverviewRead here

Thrive Interview about Approaching Publishers for Ads.txtRead here

Reddit Discussion on the SubjectRead here

 

Ads.txt Adoption is on the Rise

Ben Kneen, author of the website AdOpsInsider, has been extensively covering the industry’s adoption of Ads.txt.  In addition to covering the nuances of Ads.txt prior to its launch on Nov. 1, 2017, Kneen has been following the adoption rate of Ads.txt in Alexa’s top ten thousand websites.

Ben is a good follow on Twitter, you can check him out here.

 

 

How Ads.txt Will Clean Up the System

 

Beet.tv published a video interview with Art Muldoon, CEO of AmNet Group US, who discussed the importance and relevance of Ads.txt for publishers seeking to minimize ad fraud taking place with their inventory.

“Today, in this world of ad fraud, too many publishers inventories have been spoofed. So Ads.txt is a great initiative, publisher-led but demand-supported, to help clean up that path,” said Muldoon. “We need more accountability, more transparency, so that our intended investment reaches the recipient in that way.”

Watch the interview here.

 

IAB Ads.txt Standardization Guide

 

 

If you’re still unsure what Ads.txt is (you can read our recent summary here) or how to implement it onto your website, the IAB produced a useful technical guide for publishers which explains the basis for Ads.txt and a in-depth guide for webmasters looking to install Ads.txt.

Download the IAB PDF guide about Ads.txt here

 

The Financial Times – Why Ads.txt is Beneficial

Digiday recently published an article about how The Financial Times (FT) discovered that it was the victim of programmatic domain spoofing on a significant scale.   The FT found its inventory was being presented as available on 10 separate ad exchanges and video ads on 15 exchanges, even though the FT doesn’t sell video advertisements programmatically.  With roughly 300 accounts selling fraudulent inventory on behalf of the FT, the domain estimates that the fraudulent inventory to be worth $1.3 million USD on the yet to be named exchanges. The discovery of the massive fraud coincides with the launch of Ads.txt. It’s an interesting article – read the rest of the blog post here

 

Live Examples of Ads.txt Files on Top Websites

 

 

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

 

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

 

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16 Oct

What is Ads.txt and Why is it a Hot Topic Right Now?

Intro to Ads.txt

Developed through the IAB Tech Lab project, ads.txt (Authorized Digital Sellers), is a tool created for publishers to allow for a public declaration of the companies approved to sell their digital inventory.

The IAB states on their website that the purpose of the tool is to “increase transparency in the programmatic advertising ecosystem.” Ads.txt aims to give publishers control over the end-to-end distribution of their inventory. The tool strives to eliminate counterfeit inventory (display, video and mobile ad units) from being sold across the ecosystem.

As more and more publishers adopt the Ads.txt tool, interested buyers will be in a position to evaluate requests being sent to their buying platform from websites, which in turn aims to raise confidence that the inventory they are seeking to purchase is 100% authentic and non-fraudulent.

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest premium monetization available for publishers.

Click here to register for Total Media’s Ads.txt safe monetization program for premium publishers.

 

How Does Ads.txt Work?

According to a recent article published by Ad Ops Insider, the process in which Ads.txt increases transparency and brand safety works like this:

Publishers put a file on their server that says exactly which companies they sell their inventory through.  The file lists partners by name, but also includes the publisher’s account ID.  This is the same ID buyers see in a bid request, which they can use as a key for campaign targeting.

Buyers use a web crawler to download all the ads.txt files and the information contained within on a regular basis and use it to target their campaigns.   This means buyers know that if they bid on request that comes from an authorized ID, it’s coming from a source the publisher trusts or has control over.  

 

Why is Ads.txt Important?

The emergence of Ads.txt marks a milestone in the industry and provides empowerment to publishers to take back control of who represents their inventory and brand.

 

Who is Using Ads.txt

According to the recent article published Ad Ops Insider, adoption of Ads.txt by publishers is growing quickly in 2017.

Through a self-created web crawler in Python, Kneen was able to deduce from a pool of 1,930 domains from the top 10,000 websites ranked on Alexa that approx. 13% of these publishers ranked in the top 10,000 websites listed on Alexa globally are publishing a Ads.txt file, including ESPN.com, WashingtonPost.com and CNN.com.

Kneen breaks down the types of publishers that are publishing files and their most common partners (Google is tops, unsurprisingly), and makes recommendations for how to improve on the Ads.txt concept.

 

Why You Should Know About Ads.Txt

The fight against fraud in the ecosystem appears be heating up as publisher adoption of the tool is increasing. Though only time will time how the ecosystem will look once both the Sell and Buy side integrate it into their products and processes.

Potential interim pitfalls include:

  • Drop in revenues for Publishers
  • Reduced reach for Advertisers

 

Other Useful Links:   

Where Can I Find Out More? https://iabtechlab.com/ads-txt/

How to Add to Your Website https://www.youtube.com/watch?v=pMPC3XK2LO0

IAB Explanation: https://www.youtube.com/watch?v=qW3AYYO9yYc

Ads.txt Overview by AdOps Insider – http://www.adopsinsider.com/ad-exchanges/ads-txt-adoption/

 

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

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