Guides and Ebooks for Publishers

CHECKLIST TO IDENTIFY THE BEST DMP FOR YOUR BUSINESS

As the digital advertising industry continues to evolve, there are certain measures both publishers and advertisers need to take, so that the landscape will be in balance. Audience data is becoming one of the important factors in determining the value of any inventory. Buyers shifted to programmatic media buying as they realize the scale and targeted reach.

Now, they want publishers to offer their inventory with sufficient data about users to properly weigh the value of each impression. The market is looking to gain more clarity and transparency in what they trade through accessing the audience data.

Leaving the pros and cons behind, publishers should be focusing their strategy to access, manage, and store user data (Non-PII). This involves investing in Data Management Platforms (DMPs).

The purpose of this playbook is to help you begin the DMP evaluation process. The playbook details out the process a publisher should go through to invest in DMPs. This document doesn’t get into any specific solution provider.

A publisher-made guide to evaluation of DMPs.

In this e-guide, you’ll learn how Gen Z readers play a vital role in your revenue (Ad and Subscription) and what all needs to be done to get started with Gen Z Marketing. In addition, we’ll explain the steps you can take to make sure you’re ready to reach and retain Gen Z readers.

Despite the differences in field, geographies, product, or service, there is one common desire for all the businesses out there in the market – ‘Customers’. Be it an Online Shopping Site, a Bookseller, Automotive manufacturer, Microsoft, or Google, everyone needs customers.

In Online Advertising and Publishing landscape, we call our ‘customers’ as ‘Readers’. They’re the one who’s powering all of our businesses and let us thrive in this super-competitive market. Although, there are many ways to monetize your content, as Jim Norton, the former chief business officer at Condé Nast says “No single stream of alternative revenue will equal the revenue generated by advertising”.

As a Publisher, your focus should be on attracting readers and engaging with them. If there are no readers, there are no advertisers, which in turn, means you may take a deep cut on your revenue.

‘Viewability ’ is quite tricky. Even though the underlying principle seems simple (Viewable Ads drive better ROI and UX), it is hard for publishers to accept and endorse it at scale. When you take a high-level view from the buy-side, your purpose is lucid.

It might be to drive awareness or gain subscribers or improve conversions. At the end of the day, you try to buy a better inventory (programmatically) which can deliver acceptable viewability metrics as suggested by the MRC.

But for a publisher, ‘Viewable Ad’ doesn’t just end with a straightforward solution. There are a ton more factors involved in delivering and maintaining viewable impressions. Starting from design to user interface changes, you as a publisher have to analyze and account many distinct factors while working on ‘Viewability ’.

Besides, focusing solely on viewability alone can result in terrible user experience and increased drop-offs.

So, we’ve researched, amassed, and explained a step-by-step procedure to improve your inventories ’ viewability and thus, increasing CPMs and user experience.