Monetization and its role in Digital Ad Operations
It is no secret that advertising is essential for platforms to draw in the big bucks. Every successful publisher has an equally successful ad operations team to thank. These teams enable publishers to optimise their ad campaigns and maximize revenue. Right from rich media advertising to search advertising, all forms of digital ads fall under the gamut of Ad Operations – all of which are unique opportunities for generation of revenue.
Ad monetization strategies are all about making the most of available supply by optimizing performance. The goal is to make the supply as attractive to publishers as possible which in turn means more profit. Here are five key areas through which monetization of ads can be improved
Campaign management is the end-to-end set up of ads based on platforms to maximize both viewership and profit. When enabled correctly, inventory management can save up to 30% of campaign management and sales time, hence it is extremely important to recognize premium inventory and optimize it in real-time to ensure 100% delivery.
Ad ops is an always-on function, where last minute changes can make or break a campaign. To ensure the campaign runs smoothly, it is essential to have a team that creates quality ads that can be served to multiple platforms for maximum viewership. DCT’s best practices have ensured that publisher viewership rates have increased upwards of 30% to improve revenue, each time a campaign is set up.
Programmatic advertising allows advertisers to capitalize on their consumer data and reach audiences more cost-effectively through automated platforms. With programmatic monetization, publishers can access the demand and get a fair price for their ads. At the same time, advertisers can also get precisely what they’ve paid for. Programmatic platforms are optimized in real-time based on the extensive publisher’s data and can improve operational efficiency with fully automated workflow & reduce financial operations.
Bad ad management
When ads are misaligned, advertisers won’t get the desired ROI out of their efforts. Users may see slow load speeds, or even errors on the page, and publisher revenue can take a hit when this happens. To improve delivery and profits through ads, the inventory is tracked and bad ads are resolved at the source. This ensures the inventory is performing at optimum efficiency, maximizing revenue.
As previously mentioned, Ad Ops is constantly evolving and for it to grow in the right direction, performance data needs to be constantly monitored and analyzed. With real-time data being made available, publishers can get overwhelmed with the amount of data if it’s not reported correctly. To increase efficiency, DCT gives publishes access to reports across the life cycle of ads.
To know more about DCT’s Ad Ops offerings, take a look at their services and case studies here.