Archive for February, 2017

Forget what you think you know about programmatic advertising, these tools are game changers. For the ninth part of the #SuccessStack series, we’re revisiting the topic of programmatic advertising and looking at some of the latest technology that is starting to shape it.

1) Matched content provides a more intelligent user experience
Matched content units allow publishers to suggest further content that might interest the reader, based on what they have looked at already. This means that someone on a sports site reading an article about football can have further football content suggested to them. This can result in an increase in pageviews and time spent on the site.

AdSense users who are eligible to use matched content units for ads have an additional advantage as they are able to synchronize their ads by topic also. This means that someone on a sports site reading an article about football can be shown native-styled ads most likely to appeal to football fans. This in turn can potentially increase ad engagement and quality clicks on the ads.

2) New programmatic deal structures redefine the space
Programmatic Direct is an innovative solution that bridges the gap between traditional ad sales and programmatic selling. It offers three flexible deal structures that bring the best of direct and programmatic together:

  1. Private Auctions: Negotiated minimum price. Invitation only auctions. Non-guaranteed volumes. 
  2. Preferred Deals: Fixed price. One-to-one deals. Non-guaranteed volumes.
  3. Guaranteed Deals: Fixed price. One-to-one deals. Guaranteed volumes. 

The technology combines the power of real-time bidding (RTB) infrastructure with access to brand safe, reserved publisher inventory. This shortens the time it takes to book and execute high quality reservations type deals.

Using this tool, you can lock in revenue through reservations, forecast against programmatic deals, and enjoy the ease of automated billing and collections. All that without the need to email tags, worry about creative controls, resolve discrepancies, or fax orders back and forth. Check out this story from Televisa and Unilever to see how it could work for your business.

3) Advanced inventory management tools allow greater flexibility
You no longer have to make a choice between selling your inventory programmatically or direct. Modern ad management tools like DoubleClick for Publishers make it very easy to do both at the same time, with less coding and manual work. They also give you a clear picture of your inventory availability in real-time, so you are less likely to make conflicted bookings or leave inventory unsold.

See how German media company G&J doubled their programmatic revenue and increased their mobile revenue 10x with a smart implementation of Doubleclick for Publishers and Doubleclick AdExchange.

Or, if you’re already using DoubleClick for Publishers, watch this video from The Economist who integrated DoubleClick for Publishers with DoubleClick Bid Manager, surpassing all their revenue and growth goals for the campaign.

Next steps


We want to help you get the right tools in place so you’re set up for success and potential ad earnings growth. To check whether your setup that suits your plans for your site/s, have a conversation with one of our experts. They can offer a personalized consultation to help you make smart choices for your business. Book a time to speak with an expert.
 Discover the next generation of programmatic advertising technology
 Discover the next generation of programmatic advertising technology

 Discover the next generation of programmatic advertising technology

The eighth installment of the #SuccessStack takes a second look at page speed, specifically tips you can implement that may improve your metrics.

Last week the #SuccessStack illustrated lots of reasons why mobile Page Speed is critically important to the ongoing success of your publishing business. Now you can explore what you can do that could improve this metric and boost your overall page performance as a result.

Step 1: See how much more you could earn
Before you put time and effort into improving your mobile speed, you want to see what it’s worth to you. This useful tool will help you make a personal calculation of how much more you could earn with a faster mobile experience. However, this tool does not calculate user experience or user loyalty, both of which are impacted by either a fast, or slow, mobile experience. 
Step 2: Look at how you measure up
Using tools to measure different aspects of your site will help you identify areas for improvement more easily than if you were to just estimate. Here are a few of our favorites:
  • Page Speed Insights analyzes your site performance, scoring its speed and user experience and identifies issues to fix. The best practice is a score of 85 or above.1
  • Webpagetest provides a Speed Index that indicates the average time at which visible parts of the page are displayed. Aim for a Speed Index of 3,000 or less and load time of 3 seconds or less — ideally 1-3 seconds.2
  • Chrome DevTools is a versatile real-time tool for evaluating your website’s performance right in the browser. You can simulate network and CPU speeds, examine network loading details and see how your site’s code is impacting your page.
  • Mobile-Friendly Test is designed specifically for mobile sites. This tool analyzes exactly how mobile-friendly the site is, and focuses on elements beyond speed as well. 
Step 3: Have a clear out – reduce the size of your pages.
Reduce the size of your pages.
  • Target 50 or fewer requests and 1,000 or fewer bytes to optimize load time. 
  • Compress and select efficient images, and prioritize download of visible content.

Assess the ads and trackers running on your page.

  • Use a tool to measure the bandwidth and latency impact of pixels and other elements on your pages (e.g., Ghostery). Evaluate if trackers are needed and used, and if they provide enough benefit.
  • Review latency of your ad partners, especially those delivering video ads, and remove low performing monetization partners.
Step 4: Prioritize the order your page loads in
It sounds obvious, but prioritizing loading of the elements that are visible above the fold will enhance your user experience, even of your net page loading speed doesn’t change.
  • Prioritize loading elements that are visible above the fold first: Minimize the amount of pieces that show above the fold of visible content. Load styling, javascript logic and images that are only accessed after direct interaction later. 
  • Enable HTTPS and HTTP/2: Support modern HTTPS to provide site integrity, encryption, authentication, and better user experience. More than 1-in-3 of top 100 sites run on modern HTTPS, and a quarter of them use HTTPS by default
  • Limit server requests where possible: Each mobile page makes an average of 214 server requests,3 some of which happen simultaneously and some that can only happen one after the other. Review each request on your site to understand the benefit it provides.  
Step 5: Measure, test, repeat
As the shift to mobile continues to grow, so will users expectations of lighting speed experiences across the web. This means that improving your mobile speed isn’t a one off job, you need to have a process in place to regularly evaluate and improve it. Follow the steps outlined above at regular intervals and record the results of the adjustments you make to refer back to when deciding on new optimization techniques in the future.
  • Continually assess your ad-related calls to remove low performing monetization partners.
  • Pick third-party ad-tech partners with lower latency.
  • Remove or reduce any bulky content.
  • Consolidate data and analytics tags.
  • Investigate open-source tools such as Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA). 
Implementing the strategies outlined in this article could have a serious positive impact on your business. Check out these inspirational stories from Sinclair News and What to Expect to see how significant shifts in mobile speed were achieved with a few technical tweaks.
Next steps
From your interest in Page Speed, you’re clearly committed to doing all you can to improve the performance of your site and grow your publishing business. With this in mind, you may benefit from a chat with one of our experts. They can offer a personalized consultation to help you make the right technology choices to support your business growth. Book a time.
 5 steps to improve Page Speed and boost page performance

Post content Posted by Jay Castro, from the AdSense Team

1. Google Developers
2. Google and kissmetrics

3. DoubleClick, “The Need for Mobile Speed”, , September 2016

 5 steps to improve Page Speed and boost page performance

 5 steps to improve Page Speed and boost page performance

07.02.2017

We’ve heard the feedback that publishers like you have shared about wanting more ways to control the ads showing on your site(s). Today, we’re excited to share some recent updates to General Category Blocking that give you more controls to opt-in or filter out certain categories of ads — putting you in charge.

General Category Blocking was introduced in some countries in 2010 to help you scalably prevent competitors’ ads and ads that may not fit your audience from appearing on your site, by letting you opt out of showing ads from certain categories and subcategories such as “Finance,” “Apparel,” and “Tourism.” Over the last few weeks we’ve increased the number of categories and subcategories from 250 to 470. This update lets you be more granular and block more specific categories without overblocking and having an unwanted negative impact on earnings. For example, instead of blocking the category “Apparel,” you can now pick any of the new subcategories “Sunglasses,” “Handbags,” or “Watches.” With this update we’ve also expanded our supported languages to include Chinese (simplified), Dutch, Polish, Russian, and Turkish and made this feature available in every country supported by AdSense.

 More control over the ads you serve on your site(s)

With more options available it’s important to carefully consider the impact of blocking, or allowing, a category. Blocking a general category could lower your potential earnings as the affected advertisers’ bids are excluded from the auction. On the other hand, with more subcategories available you may have the opportunity to be more granular and pick the subcategory that most closely matches the type of ad you want to prevent — minimizing the negative impact on your earnings.

We know how important it is to have control over the ads that appear on your site, and this update is adding to a set of controls available in AdSense already. We’d love to hear what you think about these update so please leave your feedback in the comments field below.
Posted by: Konkona Kundu, Product Manager
 More control over the ads you serve on your site(s)

 More control over the ads you serve on your site(s)

The eighth installment of the #SuccessStack takes a second look at PageSpeed, specifically tips you can implement that may improve your metrics.

Last week the #SuccessStack illustrated lots of reasons why mobile PageSpeed is critically important to the ongoing success of your publishing business. Now you can explore what you can do that could improve this metric and boost your overall page performance as a result.

Step 1: See how much more you could earn
Before you put time and effort into improving your mobile speed, you want to see what it’s worth to you. This useful tool will help you make a personal calculation of how much more you could earn with a faster mobile experience. However, this tool does not calculate user experience or user loyalty, both of which are impacted by either a fast, or slow, mobile experience. 
Step 2: Look at how you measure up
Using tools to measure different aspects of your site will help you identify areas for improvement more easily than if you were to just estimate. Here are a few of our favorites:
  • PageSpeed Insights analyzes your site performance, scoring its speed and user experience and identifies issues to fix. The best practice is a score of 85 or above.1
  • Webpagetest provides a Speed Index that indicates the average time at which visible parts of the page are displayed. Aim for a Speed Index of 3,000 or less and load time of 3 seconds or less — ideally 1-3 seconds.2
  • Chrome DevTools is a versatile real-time tool for evaluating your website’s performance right in the browser. You can simulate network and CPU speeds, examine network loading details and see how your site’s code is impacting your page.
  • Mobile-Friendly Test is designed specifically for mobile sites. This tool analyzes exactly how mobile-friendly the site is, and focuses on elements beyond speed as well. 
Step 3: Have a clear out – reduce the size of your pages.
Reduce the size of your pages.
  • Target 50 or fewer requests and 1,000 or fewer bytes to optimize load time. 
  • Compress and select efficient images, and prioritize download of visible content.

Assess the ads and trackers running on your page.

  • Use a tool to measure the bandwidth and latency impact of pixels and other elements on your pages (e.g., Ghostery). Evaluate if trackers are needed and used, and if they provide enough benefit.
  • Review latency of your ad partners, especially those delivering video ads, and remove low performing monetization partners.
Step 4: Prioritize the order your page loads in
It sounds obvious, but prioritizing loading of the elements that are visible above the fold will enhance your user experience, even of your net page loading speed doesn’t change.
  • Prioritize loading elements that are visible above the fold first: Minimize the amount of pieces that show above the fold of visible content. Load styling, javascript logic and images that are only accessed after direct interaction later. 
  • Enable HTTPS and HTTP/2: Support modern HTTPS to provide site integrity, encryption, authentication, and better user experience. More than 1-in-3 of top 100 sites run on modern HTTPS, and a quarter of them use HTTPS by default
  • Limit server requests where possible: Each mobile page makes an average of 214 server requests,3 some of which happen simultaneously and some that can only happen one after the other. Review each request on your site to understand the benefit it provides.  
Step 5: Measure, test, repeat
As the shift to mobile continues to grow, so will users expectations of lighting speed experiences across the web. This means that improving your mobile speed isn’t a one off job, you need to have a process in place to regularly evaluate and improve it. Follow the steps outlined above at regular intervals and record the results of the adjustments you make to refer back to when deciding on new optimization techniques in the future.
  • Continually assess your ad-related calls to remove low performing monetization partners.
  • Pick third-party ad-tech partners with lower latency.
  • Remove or reduce any bulky content.
  • Consolidate data and analytics tags.
  • Investigate open-source tools such as Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA). 
Implementing the strategies outlined in this article could have a serious positive impact on your business. Check out these inspirational stories from Sinclair News and What to Expect to see how significant shifts in mobile speed were achieved with a few technical tweaks.
Next steps
From your interest in PageSpeed, you’re clearly committed to doing all you can to improve the performance of your site and grow your publishing business. With this in mind, you may benefit from a chat with one of our experts. They can offer a personalized consultation to help you make the right technology choices to support your business growth. Book a time.
 5 steps to improve PageSpeed and boost page performance

Post content Posted by Jay Castro, from the AdSense Team

1. Google Developers
2. Google and kissmetrics

3. DoubleClick, “The Need for Mobile Speed”, , September 2016

 5 steps to improve PageSpeed and boost page performance

 5 steps to improve PageSpeed and boost page performance

For the seventh installment of the #SuccessStack, we’ll explore the topic of viewability for video ads and take a look at how mastering this could boost your earnings from video ads on your site.

Why is viewability for video important?

On YouTube, over 50% of viewership happens on a mobile device and the number of hours people spend watching videos on mobile is up 100% YoY. So, adding video content represents a huge opportunity for publishers and advertisers alike. But as with display advertising, advertisers are now looking to transact only on viewable video. This means that publishers looking to grow their earnings from this dominant media type will have to ensure they are delivering viewable ads.

How do we classify viewability for video ads?

A video ad is viewable when at least 50% of the ad’s pixels are visible on a screen for at least two consecutive seconds, as defined by the Media Rating Council (MRC), in conjunction with the Interactive Advertising Bureau (IAB).

Adsense Publisher growth laptop viewability Programmatic week4 v3 Increasing viewability could boost earnings from video ads

What factors affect viewability for video ads?

  • Device: Video ads are more easily viewed on mobile (73%) or tablet (81%) devices than desktop (64%).1
  • Location: 76% of non viewable video ads were never on screen at all, for instance because they are on tabs situated behind the one the user is looking at.2 Additionally, videos positioned in the center of the page and towards the top are the most visible locations on the page.3
  • Player Size: Bigger players deliver better viewability. The most popular player size of 300×250 offers only 20% viewability whereas the 848×477 is the second most popular size but offers a huge improvement of 89% viewability.4

What can you do to improve viewability in your video content?

  • Choose a bigger player: Larger player sizes have been shown to have a positive correlation with viewability and other key metrics that advertisers care about, so advertisers are increasingly targeting them. In Q1 2016 on DBM, growth in spend on large players outpaced all other player sizes combined by 17%.5
  • Spread your content: The average viewability of video ads across the web is 66%, whereas YouTube offers 93%.6 Hosting your video content on YouTube as well as on your site could allow you to benefit from this uplift.
  • Be more mobile: Mobile friendly sites that encourage traffic from mobile devices and tablets can increase viewability for video ads. For example YouTube viewability rises to 95% on mobile devices.7
  • Give video content top billing: As we’ve seen above, placing content at the top of the page in the center and using a larger player size both increase viewability. So give your video content the highest possible profile on the page to increase viewability.

Next steps

Alongside your work on video viewability, you’ll want to make sure you have the right tools in place for managing the video ads you serve. To make sure you’ve got the right tools in place, have a chat with one of our experts. They can offer a personalized consultation to help you make the right choice for your business. Book a slot.


Adsense Publisher growth Blog arrange consultation%2B%25282%2529%2B%25281%2529 Increasing viewability could boost earnings from video ads

  1. https://docs.google.com/viewerng/viewer?url=https://storage.googleapis.com/doubleclick-prod/documents/State_of_Play_-_Video_Insights_Report__v23.pdf 
  2. https://think.storage.googleapis.com/docs/5-factors-of-video-viewability.pdf
  3. https://think.storage.googleapis.com/docs/5-factors-of-video-viewability.pdf
  4. https://think.storage.googleapis.com/docs/5-factors-of-video-viewability.pdf
  5. https://www.doubleclickbygoogle.com/articles/global-state-play-programmatic-video-insights-report/
  6. https://docs.google.com/viewerng/viewer?url=https://storage.googleapis.com/doubleclick-prod/documents/State_of_Play_-_Video_Insights_Report__v23.pdf
  7. https://docs.google.com/viewerng/viewer?url=https://storage.googleapis.com/doubleclick-prod/documents/State_of_Play_-_Video_Insights_Report__v23.pdf
 Increasing viewability could boost earnings from video ads

 Increasing viewability could boost earnings from video ads