Publishers are seeing mobile traffic rise, but revenue streams are failing to catching up. This is creating a $20 billion paradox never before seen in the advertising industry. Now is the time for publishers to uncover new monetization opportunities and bridge this revenue gap.
Currently there are many bannerless backfill options (unlike the days of PC with only AdSense). So many in fact that it seems like in-feed native ad networks and content recommendation platforms are constantly knocking on publishers’ doors. With so many new companies entering the native advertising space, it’s nearly impossible to test them on an individual basis.
So how do you manage all of these native networks efficiently? The answer is through mediation technology. Follow these five easy steps and start generating more revenue today:
Step 1: Create a placement that you plan to fill with native ads. In-feed or end-of-post are ideal for content publishers because both are non-interruptive ad experiences, well-suited for intimate devices like mobile.
Step 2 (Optional): Train your sales team to sell these placement to advertisers. Publishers always make higher CPMs when they sell direct.
Step 3: Add all of your demand partners (native ad networks, content recommendation widgets, etc.) into the dashboard that you want to fill the native ad placement.
Step 4: Select from one of two optimization methodologies available on the AdsNative platform:
I. Manual Waterfall Mediation
- Manually prioritize native partners – who should get a first look at inventory, a second look and so on…
- The system detects if the first partner is unable to fill and waterfalls through the remaining partners.
- Automatically honor existing guarantees (i.e. all mobile, all US, etc.) and non-competes (exclusive for channel or placement).
This process is similar to trafficking tags from your DFP or tag manager, but smarter, cheaper and more efficient.
II. Automatic Mediation
- Allow the AdsNative real-time optimizer to pick the best partner and get the first look at your inventory based on past eCPM and/or fill-rates.
- If the first partner does not fill, the system automatically brings in the next best partner.
Maximize native revenue opportunities by creating a competition for every impression and use the same tools to capitalize on your mobile traffic potential.
Step 5: Check the aggregated reporting dashboard and review how well each partner performs for your site or app. Then make adjustments from the dashboard based on this data. Changes can include adding or removing native networks from the mediation platform or adjusting the manual prioritization settings.
“By implementing mediation tools into your monetization strategy, native placements will grow your mobile revenue and maximize user engagement opportunities. At AdsNative, our beta partners saw an average increase in native revenue ranging from 40% – 80%, when they mediated demand partners through our platform,” stated Dhawal Mujumdar, Head of Product at AdsNative.