10 Tips for Managing Monetization (Infographic)

tips for managing monetization example

Outsourced Ad Ops (OAO) a well known ad operations company providing managed solutions for publishers compiled a list of great tips for managing monetization efforts effectively.

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Managing Monetization Infographic



Tips for Managing Monetization Infographic Summary

1. CPM Floors

  • Determine optimal CPM floors for unsold inventory by: section, Segment, season, Ad Size/Type, Geo-Location, Cue-Point, player type, device type
  • Adjust CPM floors on an ongoing Basis
  • Lowering floors to increase fill
  • Increasing floors to increase ad quality
  • Optimizing floors to maintain the value of your brand
  • Balancing CPM floors and fill rates to maximize revenue

2. Block lists

  • Advertisers
  • Categories
  • Competitors
  • Standard creative Types
  • Video creative types (TrueView, CPAID, etc)
  • Click-through URLs
  • Technology Sources
  • Cookies and Data uses

3. Finding and Turning Off Bad Ads

  • Tracking Down sources
  • Turning off the bad ad
  • Blocking the source and any associated URLs in all demand systems
  • Reproducing the ad and identifying the demand system by using web debuggers or inspecting elements on the page.

4. Creating Inventory Packages

  • Verticals
  • First-Party audience segments
  • Third party audience segments
  • Audience re-targeting
  • Viewable Inventory packages
  • Geo-Locations
  • Cue-Points (Pre-Roll, Mid-Roll, Post-Roll)

5. Configuring Mobile Apps for Programmatic Ad Targeting

  • Integrating SDKs for the ad server and monetization partners
  • Exposing device IDs to buyers

6. Configuring Business Rules for Inbentory Packages

  • CPM Floors
  • Block Lists
  • Testing Configurations

7. Configuring Programmatic Video Ads in Live Streams

8. Setting Up Private Deals

  • Identifying and configuring premium Inventory
  • Identifying and configuring premium audience packages
  • Identifying premium targeting options for Standard Ads (first look, viewability, page targeting during the season premiere of a popular show)
  • Identifying Premium Targeting options for Video Ads (Pre-roll only, first video in playlist, etc)
  • Inventory forecasting
  • Negotiating deal terms with buyers
  • Exposing premium deals to all buyers
  • Offering premium deals to specific buyers
  • Configuring private deal offers
  • Monitoring and optimizing performance of active deals
  • Building relationships with buyers
  • Balancing private deal pricing vs. auction bid pressure.
  • Monitoring drop-off rates on active deals: tracking down inactive buyers, identifying and resolving cause(s) for inactivity

9. Managing Seveal Monetization Partners

  • Finding and vetting the right demand sources
  • Finding high quality video demand
  • Setting, testing and adjusting pass back tags
  • Setting and adjusting the default/bottom deal
  • Adjusting priorities
  • Adjusting frequency caps
  • Adjusting inventory allocation on an ongoing basis

10. Reporting

  • Monitoring varience between the demand source and your ad system.
  • Comparing metrics across several monetization partners
  • Revenue
  • eCPM
  • Ad Requests
  • Matched Impressions
  • Filled Impressions
  • Fill Rate
  • Completion Rate
  • Device/ Device Type
  • Monitoring RTB Reports to identify major buyers
  • These buys can be contacted directly to negotiate private deals
  • Copining reports from several monetization partnerrs: Determining net revenue, understanding seasonl trends, Setting up seasonal private offers