In order for a display ad to be effective, it has to be viewed. Ad viewability rates have been used for years to track the visibility of ads on websites and mobile apps. However, new research into ad viewability rates is now showing that there may be a better way for publishers to evaluate and…
The law of unintended consequences tells us that certain actions can have effects that are unanticipated or unwanted. In the online publishing space, we see this frequently. Developers roll out new features that negatively impact other components on a publisher’s website, or anticipated product updates cause glitches in software and drops in Google ranking. When…
Consumers are becoming more comfortable viewing and engaging with Acceptable Ads. How do you know if the ads running on your website fit the definition? For publishers that generate revenue through display advertising, the problem is nothing new. More advertising equals more profit, but too many display ads can lead to higher bounce rates and…
With just days left before President Trump departs the White House and the Biden administration moves into place, news publishers seem to be walking the line between hopeful and cautious as they look at what 2021 may hold. High expectations are moving the industry forward, as news publishers look at future-proofing opportunities for revenue optimization….
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What’s the secret to creating compelling ad packages in 2021? We’ll tell you Publishers who want successful advertising and sponsorship programs need to differentiate their offerings from anything else on the market. For local news publishers and online magazines, that means developing compelling ad packages. The best ad packages incorporate the following: Exclusivity What makes…
Online advertising took us on a wild ride in 2020. Here’s what to expect in 2021. Big gains, followed by major losses, with plenty of twists and turns in between. That became the norm for digital publishers in 2020. With a constant stream of new advertising platforms and ad serving plugins being released, digital publishers…
Decades of hard work are paying off for local news publishers. After years of courting brands and steadily growing their advertising programs, local media companies are seeing a surge in interest from national brand advertisers this fall. Locally-focused digital publishers like 6AM City and Whereby.Us have started seeing an increase in national advertisers “exploring their…
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…
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…
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…