A Publisher’s Guide to Growing Online Ad Revenue
The past ten years have brought enormous advancements for digital advertisers, but fewer improvements for publishers. The legacy ad technology providers have offered little in the way of material improvements to ad serving and revenue optimization, putting publishers at a disadvantage in a number of important ways.
Until publishers enable all of their demand channels to compete for their inventory at the same time, in the same place, they can’t maximize the yield from each impression. This paper explores the changes publishers should implement to grow revenue and maximize yield.
Without a system to connect all the dots, publishers can’t earn what their inventory is really worth.
- Ad serving and revenue optimization
- The state of the digital ad industry
- Tapping into global RTB demand