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Ad Security Importance When CPMs Drop
Ad Security is key to revenue optimization and to assure a positive user experience. The main ad security issue facing publishers today– low-quality ads that bounce users off sites which not only affects viewability but a publisher’s bottom line.
An essential first step towards revenue optimization includes implementing verification technology that screens out security and quality risks well in advance, helping to take the fear out of fill.
As CPMs continue to experience a free fall, the door is wide open for bad actors to take advantage of plentiful, lower-priced inventory, deploy malware and launch phishing/redirect attacks.
Unfortunately, ads with low viewability are more prone to security attacks.
For instance, ads that are placed below the fold typically generate less ad revenue than ads that appear at the top of the page.
These ads receive less attention from publishers and traditionally have lower CPM costs – therefore, are an effective vehicle for malicious actors to launch attacks.
With publishers witnessing a spike in traffic and accompanying security attacks, blocking malicious actors and serving quality ads has never been more important.
Blocking these creatives on the pre-impression level ensures only high-quality creatives hit a publishers’ site.
Ad Inventory Should Be Optimized. Always
With limited yield options in a declining CPMs and fill rates environment, now more than ever, optimizing your ad inventory can move the needle and instantly impact your bottom line.
Based on Browsi’s publishers’ data, since the Coronavirus outbreak, it’s apparent that CPMs for above 70% viewability (in the blue line) is higher by more than 30% than the CPMs for below 70% viewability (in the green line).
This means that even during the current situation, advertisers are still looking to pay more for the important KPI of high viewability, allowing them to deliver campaign ROI.
Simply put, premium ad inventory is always on demand, therefore optimizing your ad inventory is core to maximize your revenue, both in ordinary times and times of crisis.
One Ad Layout Doesn’t Fit All
Publishers need to get back to basics when it comes to improving their ad inventory KPIs, including viewability, scale and CPMs, and approach the optimization of ad inventory as a fluid, continual process.
Creating an optimal content structure, choosing your bidders wisely, and reducing IVT by tracking user behavior, are a few proven ways to achieve this goal.
More importantly, publishers can’t serve the same ad layout and expect better results, since there is no single uniform experience for everyone.
Content is consumed in real-time and pages have different structures, varying levels of user engagement, and are shown on multiple types of devices with different internet connections.
Publishers who don’t take into account the dynamic nature of their ad inventory are leaving money on the table.
Smart ad inventory optimization requires the implementation of Al technology that learns and processes multiple data points in real-time, to wisely produce the highest combination of viewability, scale, and UX for your ad layout per visitor and page.
Only then publishers will unlock the true potential of their ad revenue.
Blog co-written by Alon Even