An ad platform is a technology for monetizing online traffic. In most cases, ad platforms serve as the broker or intermediary between the digital publisher and the advertiser. Platform providers offer the tools that businesses use to purchase advertising that is delivered on websites and mobile apps. The term “ad platform” is a generic one…
If you’re interested in generating revenue outside of traditional display advertising, then these are the native ad platforms for news publishers that you’ll want to try. What happens when you’ve reached a maximum fill rate for display advertising on your website? Just because your standard ad sizes, like the banner, leaderboard, and skyscraper, are full…
Could you be generating more revenue by selling sponsored content? Here are the biggest mistakes that are holding publishers back. The sponsored content business model has evolved in the past decade. With rising expectations on the part of brand advertisers, online publishers have to be on top of their game to stay competitive. When brands…
Branded content isn’t new. For more than a decade now, digital publishers have been generating revenue by producing content for brands. The branded content business model has become a critical stream of revenue that’s allowed publishers to thrive. But changes in the industry in 2020 are causing some publishers to reevaluate their approach. City and…
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Publishing sponsored content on a standalone website ensures that readers understand the difference between paid and editorial content, but is running a standalone website for sponsored content a viable strategy for the long-term? One media company that’s tried the approach is The Texas Tribune. When The Texas Tribune launched its sponsored content program back in…
The New York Times, Condé Nast, Refinery29, and Time have all gotten involved in influencer marketing. Smaller, independent publishers are getting in on the action, too. But the way that digital publishers approach influencer marketing depends on the time and resources they’re willing to commit. Influencer marketing, as a strategy, is on the upswing. Particularly…
Real estate sections have historically been one of the biggest profit drivers for local news publishers. Although websites like Zillow and Trulia have gained a strong foothold in the real estate market, digital publishers can still generate revenue through real estate advertising when they utilize the right techniques. To start generating revenue through real estate…
What is traffic arbitrage, and how do publishers use the strategy to increase revenue? We have the answers. The definition of arbitrage is the “simultaneous buying and selling of securities, currency, or commodities in different markets … in order to take advantage of differing prices for the same asset.” In the publishing industry, arbitrage has…
Get results, get paid. That’s the basic idea behind performance-based advertising, where brands only pay when the ads they’ve placed lead to specific results. The performance-based advertising model is one that’s used by digital publishers all the time. It’s a model that’s increasingly being favored by brand advertisers, as well, since it gives executives at…
Google’s DoubleClick for Publishers—also known as the DFP ad server and Google Ad Manager—is one of the most well-known platforms for ad serving, having been around under various names for more than 20 years. But for local publishers who are frustrated with the restrictions and challenges of dealing with Google’s Ad Manager, there are a…