How to stay in the digital advertising business as a publisher

How to stay in the digital advertising business as a publisher

We have a new Head of Publishers in our team, Emanuele Pezzulla. To introduce him to the public we sat down and discussed some key issues for publishers in the digital advertising industry. We also talked about some of the standout features that sets Adcash apart from other similar platforms – from a fully customizable service to higher competitive rates due to effective fraud filters and to a self-service platform with live support and account managers available.

First things first. When a publisher gets started, how should they choose the right ad format for their traffic?

It really depends on the publisher’s needs. I’d suggest following these factors when considering a suitable format:

  • the vertical of your website;
  • website functionalities and content;
  • how your visitors use and navigate the site;
  • amount of unique visitors;
  • geolocation of visitors and the device used;
  • average time spent on the site by a single user.

It’s also important to take into account how the website’s users experience may influence the expected earnings.

How do you measure the effectiveness of an ad format?

Performance metrics, of course, can be measured in numbers, like fill rate and eCPM which result in earnings. Depending on the format, our publishers have access to various metrics and filters for a deeper understanding of the stats. Analyzing and comparing these metrics with your own traffic can give a pretty clear picture on how users can react to the format.
However, if you feel that your chosen format is underperforming, contact your Adcash manager or our support team who can look into this. Keep in mind as well, that the full Adcash optimization will need about 48h to kick in, so give our algorithms time to do its magic.

How does adblock feature into this?

Adblock is a serious threat for the business flow of both, the publishers and advertisers. We have managed to develop a solution, though, that can bypass adblock and help you monetize your audience more efficiently. This solution is a great opportunity to take back control of that section of the traffic that many webmasters consider as “lost by default”.

Let’s give some tips to our readers on how to maximize the features we offer. Let’s start with how to work with frequency capping.

In case of full-screen ads such as the site-under, frequency capping must be set depending on what you want the user experience of your website to be like. You should consider the average time spent on the site and the number of average page views per user.
Additionally, if the website hosts content that changes many times during one day (like news, videos, images, music, reviews etc), it is important to understand what is the average return rate in a timeframe and apply a capping that would monetize the user every time they create a new session.
In the opposite case, like native ads, we advise unlimited frequency capping since by definition such ad formats are synonymous with good user experience.
If you are planning to work with only one ad network then the frequency can be higher as well since the user experience won’t suffer as much. I would always recommend keeping a balance between the optimal user experience and expected earnings.

What is black and whitelisting and how it works?

Our tags allow every campaign related to website’s thematics to be submitted by default. However, every publisher might have different needs and may want to exclude or target only specific campaigns or creative behavior. This can be set up only by your Adcash manager or customer support team. So once you’ve figured out what you need, feel free to get in touch and make your request.

What about native ads, how to place the widget?

Visibility is the key and for this it is important to customize the widget correctly. A successful native widget will blend so well it looks like the content on your website, resulting in higher performance. We give our publishers all the tools for full customization: background colors, text, font, format, numbers of creatives etc. Again, don’t be afraid to get in touch with us if you need any help with customizing the native widget.

What is the state of the market for publishers at the moment? What are the trends in online advertising to look out for? What to think about the Google initiated Better Ads coalition and should that influence the choice of formats?

One clear trend is the rise and rise of native ads and our native technology is one of the most advanced on the market. We are talking about a monetization solution, which is user-friendly, engaging and doesn’t really look like an ad.
Regarding the status of site-under, we’ve been keeping a close eye on Google’s policies in this area to be compliant. We’ve been a market leader for 11 years already and we are confident in helping our publishers to still monetize their audience through this high-performance ad format.
The market, in general, has clearly become segmented and is moving towards a specialization. We place ourselves as one of the major players with a focus on a consolidated business area and we always move forward with the next big trends.

Keep in mind that any new feature that we launch for our advertisers will end up providing better monetization to our publishers.

Transparency and user experience are the current keywords in the market. We have already moved forward on this by offering our advertisers new products within our recently launched Performance DSP+. Take the example of our automatic traffic fraud filters and the recent release of CPA target. Both benefit you as a publisher since fraud filters result in higher budgets and payouts from advertisers, while the CPA target makes it easier for them to manage and keep their campaigns active. This will directly result in higher revenue for you as a provider of clean and legit traffic.

Become a publisher with Adcash!

Still wondering why choose Adcash as your partner? We’ve been providing quality services globally for more than ten years already. We have valuable experience and we’ve put time and resources into developing our bleeding-edge technology that sets us apart from the rest.

Start monetizing your traffic today! Sign up here.

Why we need to talk about ad fraud…still

Why we need to talk about ad fraud…still

We’ve discussed fraud before here and here, but it’s time to dust off this topic once again. In digital advertising unfortunately fraud is almost like a sub-industry in itself. It changes, adapts and evolves just like advertising technology does. However, at Adcash we are trying to grow and adapt just like the fraudsters to make sure our traffic is clean and our clients, advertisers and publishers alike, get only the best quality in performance.

What’s happening on the fraud landscape in 2018?

Click fraud still stands out from other malicious or deceptive activities. This means automated bots that will generate large amounts of fake clicks on ads that do not come from actual human beings. These clicks have zero real value for advertisers, since there isn’t a human being seeing the ads. There is also conversion fraud, which may prove to be more difficult to capture, because oftentimes it may not be noticeable right away.

Then there’s also other kinds of fraudulent activity like ads that are stacked on top of each other or ads that are invisible to the human eye, but will still generate impressions. This means, again, that the advertiser is basically paying for nothing. There’s also website related fraud as well, for example, sites that are artificially made to look like they receive more traffic than they actually do and the advertiser ends up paying more for receiving less.

How does Adcash fraud detection work?

We take the quality of the traffic that we work with very seriously. Which is why we have a designated team working with fraud issues. In addition to that we have a number of automatic fraud detection filters in place as well. We currently have about 12 filters, but every quarter we try to come out with at least one new one. As of today we filter out around 19,6% of all the traffic that we receive, which is a very good ratio compared to general industry statistics.

Naturally, we take diligent care to keep our anti-fraud filters always up to date. The reason for such regular maintenance is, of course, the nature of the fraud business, that we mentioned already in the beginning. Fraud patterns keep evolving, but we try to catch as many different types of malicious or deceptive activity that we possibly could. We have so many filters not only to intercept the most obvious and widespread fraud, but also the more sophisticated and elaborate schemes. This is part of our ongoing process to try to separate human behaviour from bot conversions.

However, it is impossible to detect 100% of fraudulent activity and sometimes even the best filters occasionally let some bad stuff slip through the cracks. Again, this is due to the constantly evolving nature of fraud, but we aim to be at least a few steps ahead of the fraudsters. This means that we always appreciate your feedback. If you think that you’ve detected some suspicious activity, let us know and we’ll look into it right away!

We apply detection to our SSPs, too!

That’s right, we take care to clean up everything that comes through our platform. Since we allow transparent targeting across supply sources and you can also buy traffic on our platform that originates from other exchanges, we apply anti-fraud filters to that traffic as well. Consider this as an additional safeguard against being cheated and we don’t even charge anything extra for that! Our anti-fraud tools are by default always included in the package.

We’re not doing it to scare publishers, honestly

It’s actually quite the opposite. Monitoring our traffic quality closely has a very tangible benefit for our publishers as well. This means that in the grand scheme of things our ability to fight fraud successfully will be very profitable for publishers. We’ll have more advertisers open to investing more money, which will lead to higher eCPM and more trust in the relationship between advertisers and publishers.

So, like we said, if you suspect any kind of fraudulent activity in the traffic we send to you or you have any further questions about our anti-fraud activities, don’t hesitate to drop us a line!

Have your campaigns optimized by machine intelligence for maximum effect

Have your campaigns optimized by machine intelligence for maximum effect

AI, machine learning, recommender systems are everywhere today. We have been very discreet about it so far, but we cannot keep it quiet any longer – Adcash and data science is a long time love story! We use this technology for fraud detection and campaign validation, for ad selection and optimization.

18 months ago our team started developing our own internal bidder, the idea was to create an automated ROI-based bidder. A system that would buy traffic automatically with an aim to provide a secured return on investment for the advertiser.

After testing the outstanding level of performance was clear along with its effective scalability and now we’re giving it to our advertisers to use without any extra cost.

After becoming a Performance DSP+ and making the inventory of more than 158 networks and supply partners available, we wanted to focus on supporting advertisers in running performance campaigns.

At the center of our intelligent recommender and prediction systems is the CPA Target or cost-per-acquisition target. Here we explain what this feature can do for you, how it works and, of course, give some extra useful tips. (Scroll down for the condensed TL;DR version 🙂 )

What is it?

Essentially we’ve built a machine learning system that bids for you on traffic sources that perform the best for you. Most of the industry and best supply sources are expecting advertisers to buy the supply on CPM or CPC basis while advertisers are expecting to secure their ROI by running CPA performance based campaigns.

Our aim with the Adcash DSP is clearly to connect these two worlds. You can now setup CPA based campaigns on each of the networks and traffic sources that we have available!

The whole point of the CPA Target is to make the campaign optimization process fully automated. This means that analysing traffic sources, blacklisting and measuring performance is done for you. The result is that you will be getting efficient conversions while easily scaling the number of campaigns you could run simultaneously while saving valuable time.

How it works?

You define the target price per conversion that you are willing to pay and our algorithms will explore the traffic sources automatically for you, analyzing their performance and cost. The system will process large amounts of data automatically in order to do the campaign exploration for you.

Your average cost per action will start higher than what you have set, but it will reduce progressively. The goal is to reach your average expected CPA as fast as possible mixing highly performing traffic sources with the exploration of new ones, while continuously removing the sources that have a lower likelihood for conversion.

How do we guarantee a fair price?

Our CPA Target is designed to be cost effective, but how does that really work? The explanation to this is the second price auction mechanism, which allows our advertisers to pay fair price. In a nutshell, second price auction means that if you outbid someone and win the auction, you end up paying the amount that they bid + $ 0.01. This means that you’ll save money by not having to pay the full bid and the prices are constantly kept fair. Simple? Yes. Effective? Yes and yes! It’s also pretty rare in this industry to get such reasonable and transparent payment models. We’re not bent in favor of neither the advertisers nor publishers, which means that you can rely on us to truly charge the fair amount.

Tips

The most important thing to keep in mind while using the Adcash CPA Target is that while it is an incredibly powerful tool, you still need to be patient. We advise to stick to a goal and not change it often. However, your patience will be rewarded usually within a few days. Be mindful when setting your goals as well. Always set the real value, either industry standards or metrics you have already experienced for user acquisition, this way you’ll be getting truly the best performing traffic for your campaigns.

Recap

Here’s the TL;DR version:

  • Our CPA Target is all about machine learning-powered automatic optimization in every aspect. You set the value and we’ll do the campaign exploration for you, finding the best performing sources automatically.
  • It saves time, because we have it all optimized for you, no manual tinkering is needed. This means that it’s also incredibly easily scalable as you now have the opportunity to apply automatic optimization to as many campaigns as you want to.
  • Extra resource for you to analyze large amounts of information about your campaigns very quickly.
  • You always pay a fair price, since we are one of the few to truly apply the second price auction model.

For maximum impact we suggest using this tool in combination with our other standout features such as inventory forecasting and supply targeting. To keep a close eye on performance we also have detailed reporting available.

Log in to get started!

How to make native ads work for you in 2018

How to make native ads work for you in 2018

Native is clearly taking over the digital advertising industry and it’s not showing signs of slowing down anytime soon. In fact, it doesn’t take a scientist to predict that this is where the advertising money will be going (although, we did find proof*, that by 2021 native advertising will be driving 74% of all ad revenue!). So to help you keep up, we’ve outlined three important points about how we feel it’s best to harness the power of native advertising for maximum impact in the year 2018!

1. User experience is what’s essentially at the heart the native ad format. Everything about native is unobtrusive and communicates value, which makes the users more likely to voluntarily engage with this type of ads. Interestingly, while native ads don’t aggressively jump out from the environment they are placed in, according to a survey done by Sharethrough, users are 52% more likely to notice native ads than banners. We suspect there’s a little bit of reverse psychology at work right there, which makes the audience more open to ads that are not so obviously trying to make them buy stuff.

2. Valuable content. But what makes the content of your ads so valuable and attractive to your intended audiences? Know what they are looking for! Well, at first glance it may not look very simple, of course. It helps to break your target group down to smaller segments, define their needs and characteristics and think about what they might be searching for online – what is the problem they are trying to find a solution for? Remember that it’s always about the audience, and less about the company and product that is being advertised. The benefit of sacrificing talking ABOUT YOURSELF and instead talking TO THE AUDIENCE? 82% increase in brand lift, according to Forbes.

3. Choose the technology that lets you be where your audience is. It’s a question of the technical capabilities of the advertising platform you choose to work with. The more effective and advanced the targeting options, the more in context your campaign is served. This can be achieved with solutions that employ machine learning and quality prediction algorithms that enable highly precise targeting. To simplify, if the platform has built its targeting solutions on bleeding edge tech, the more likely they are to reach segments of the intended audience that are already open to engaging with your product or content, based on their behaviour. Advertising that relies on machine learning basically makes the user, who sees the ad, feel like it’s meant personally for them, and that’s ultimately what every advertiser is looking for, isn’t it?

So, you might be wondering where Adcash factors into this magic recipe of advertising? We’re the secret sauce, of course! In all seriousness, though, we have the largest selection of targeting options currently available in the industry. Not to mention that we run highly refined prediction algorithms that allow us to place ads within context that makes sense.

We’ve also put together a handy table comparing the main native advertising platforms that currently lead the industry. Check it out and see who has the best features** to distribute your valuable content to the waiting audiences!

* Read more about this prediction as well as other interesting statistics in this blog post.
** There’s more information about the Adcash native technical specifications in this article.

We’ve opened supply targeting on our self-service!

We’ve opened supply targeting on our self-service!

Our platform is transparent in every aspect: we charge no hidden fees, we openly disclose all statistics and give the decision making power to our users (supported, of course, by advanced technology). We have now decided to up our game and take this transparency to the next level. Adcash has evolved into a demand side platform and we have opened supply targeting to our advertisers.

What does it mean?

In simple terms we essentially give full transparency over our programmatic supply and how the different sources perform. Advertisers have the freedom to choose exactly which traffic sources they want to buy, since they are all together in one place – on the Adcash self-service platform! Combining that with the already hyper-granular targeting options that our platform offers…well, the possibilities really are endless.

Traffic sources

First of all, this is the ONLY place where you can buy exclusive Adcash traffic – what is ours is ours and you cannot find it on any other exchange. You see, what makes Adcash traffic so special is that we have strong and established partnerships with direct publishers and that sets us clearly apart from other similar services. We value our direct publishers very highly and work closely with them to make sure all sides of the advertising process are satisfied with the results.

Secondly, we have a vast network of RTB partners, which we are constantly working on to expand. Take your pick of the different supply sources provided by our partners for pop, display or native ads with sources for inapp to be added soon as well. You can also allow your campaigns to receive traffic from all of the new sources added – you’ll even be notified when we add new sources!

How it works

The major update for our users on our self-service platform is within the campaign creation/editing process, during the step where you can choose all your preferred targeting options. There’s now a new section titled “Supply” and, well, to quote a cliché that’s the place where all the magic happens. (You can believe it really is close to magical!)

We always give you options to choose from. You can either modify everything the way you see best or go with the default settings. (The thing with our default settings is that they are designed to produce results, so if you don’t wish to tweak every detail yourself, you can fully trust us.) For this targeting feature the default setting includes all our programmatic partners.

Although freedom of choice is an excellent thing to have, we still recommend keeping the manual selection of supply sources broad, since the campaign will be receiving supply based on the types of creatives added. Keep in mind also that supply sources perform differently in time – what works today might not work as well tomorrow. So it’s great to have flexibility and options to choose from.

…and the extra (because with Adcash, there’s always something extra)!

When you create a campaign on the Adcash self-service platform, you can run it on the supply of our partner networks. That means you go through the campaign creation process only once, saving immense amounts of time. What’s more, all the reporting is also aggregated together on our platform. You can analyze the performance of each and every supply source (separately even if need be) and you only need to log into one place – Adcash.

Log in or sign up to explore further!

The Adcash Self-Service Platform is now a DSP!

The Adcash Self-Service Platform is now a DSP!

Progress is all about moving forward and we don’t like to stand still for too long. Adcash has recently gone through some serious updates in order to offer only the best product. Following is a word from our CEO, Thomas Padovani, about what have we been up to and what is new on the Adcash advertising platform!

We at Adcash have always believed in the ability to adapt and lead the way. So to set an example, we have constantly been updating the way we do business. We have been an affiliate network, an ad network and now we are becoming a DSP.

You may have noticed that during the past two years we have not really launched anything truly new, but instead have bettered our existing services. That is because we’ve been very focused on gathering the talent and training the right teams to build this new concept. We didn’t have the opportunity to start from zero – after all, how do you change the shape and size of an airplane that’s already flying? Not to mention the added turbulences caused by the changing face of our industry. However, we did manage to achieve this and it’s no small feat! In fact, what we’ve done is quite unique.

Adcash right now is a demand side platform for agencies, brands, media buyers and all other types of advertisers. We have opened up all of our supply – that means hundreds of networks and millions and millions of different sources. All accessible on our self-service platform with an easy-to-follow interface for advanced campaign creation and combined with probably the widest selection of targeting options available in the industry today. We have also refined and narrowed our focus on some of the main formats, including native, pop, inapp and display. Needless to say that our platform also has 24/7 live support available to assist whenever needed.

Our extensive experience in the industry is a clear benefit for all advertisers. First of all, we have built a reliable infrastructure for RTB buying, while retaining the choice to connect with direct supply as well. We know how to successfully deal with fraud, bots and other threats to traffic quality. We also understand that advertisers expect to see results and the expectations surrounding media buying strategies, campaign and ROI optimization are evolving. To address this we have created solutions to provide cost efficient exploration of traffic sources.

We are giving the market a new professional tool that is based on the newest and most effective technology currently available. Essentially we are giving our advertisers advanced data science as a service to help optimize, target and manage all advertising activities in ways that are new, effective and groundbreaking!

Sign in or register now to enjoy all the features of our self-service platform!

PS. Stay tuned, we’ll be discussing the benefits of some of our new features in more detail soon!

Pin It on Pinterest