This is by far the largest advertising network, owned by
Google. It has access to the world’s biggest pool of advertisers that
pay the highest CPMs. It’s the premium version of AdSense, but this isn’t one of those dinky
little upgrades. Ad Exchange is a real-time marketplace that works
perfectly with Google’s DoubleClick for Publishers. It’s a platform
interconnecting advertisers, publishers, and networks that provides
more flexibility for publishers to set the rates at which they want
their inventory sold. If it can’t be sold at the premium price you set,
it will be auctioned off in the Exchange, and the highest paying ad will
be served. Google Ad Exchange has 80% publisher revenue share.
Adsense is the most widely used and accessible ad network for publishers of all sizes. AdSense
is fairly quick and easy to set up, provided you comply with Google’s
guidelines. Ads are targeted based on your site’s content and display
either as text ads, image-rich ads, or both depending on your
preference. Text ads can be customized to match the look and feel of
your site. Without CPM floors, AdSense can serve at 100% fill to all geographics. AdSense offers 68% publisher revenue share; and 51% publisher revenue share for search.
3. TribalFusion
One of the biggest sharks in the advertising industry. CPMs
are usually high ($0.60+) and fill rates are good. They only accept
sites with at least 500,000 unique visitors per month, however, which
means smaller publishers won’t stand a chance. Their interface allows
you to filter advertisers and ad categories according to your
preference, which is nice, but setting up your defaults is going to be a
long and drawn-out process. Although the interface is not the most
user-friendly in the world, TribalFusion offers the best quality advertisers and rates on a CPM basis. TribalFusion gives 55% publisher revenue share. Traffic requirement for publishers must be at 500,000 uniques/month level.
4. OpenX
At OpenX, CPMs are top of the stack
and can fill at 100% in all countries. OpenX is probably the next best
performing ad network after Google Ad Exchange. Just make sure you
monitor traffic and raise any discrepancy in your reports. Their tags
should not be used as passbacks
to avoid transparency issues. In short, PixFuture tags should be used
at first impressions for visitors to avoid getting trapped in iFrames and therefore pass on all your good inventory. It also helps attract more premium campaigns with higher CPMs.
Specific Media caters to United States-based impressions only and can
fill at 100%. Make sure you target desktop only, as they won’t pay for
mobile impressions. You can try to negotiate for a flat CPM rate during
your screening, but every application will have to go through a
representative, and they’ll explicitly tell you if they are interested
in working with you or not.Evolve Media/Crave offers a lot of potential, but this is one network that will take some TLC to maximize your benefit. The user interface does not allow you to make changes to the account yourself, so you’ll have to go through a representative every time there’s something you want to modify. Give it some time, though, and their CPMs have the potential to perform very well. These guys don’t fill at 100%, so make sure you have your passback tags set up and ready to go.
7. Media.net
These guys partner with Yahoo! Bing Network and can monetize all geographics
at 100% fill. They only serve text ads so it’s best to choose the color
that blends with your site, and you can also test variations to
maximize CTRs. They offer standard and non-standard ad sizes, and the
user interface allows publishers to create and customize their own
placements. Give it some time and CPMs have the potential to perform
very well.
8. Sonobi Media
Sonobi is an ad network aggregator that can fill all countries at 100%. Sonobi
is worth setting up for any publisher because they have a wide range of
advertisers that can cater to almost any vertical. They have recently
launched a new version of the user interface which gives publishers more
control over their account, inventory, and reports.
This reporting interface is awesome. They can serve ads in all geographics but not at 100% fill, so make sure to set up your passback
tags. You can do this in the user interface itself. You have to turn on
all campaigns to increase the fill rate and maximize performance, but
this is definitely a network worth checking out.
10. PulsePoint
This is an ad network that allows you to set an asking
price for your inventory, which gives publishers the power to set a
minimum CPM acceptable to them. You can also set a ‘Performance Price’,
which tells PulsePoint how much a certain backup tag is paying you, and
they will try to beat that price when they are unable to meet your
asking price. They accept any website and do not require domain
whitelist.
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