Maximizing Publisher Monetisation at ATS Berlin

This year’s ATS Berlin, the international programmatic ad and marketing conference series, is special this year.

If you’re eager to dive into the essentials of topics like optimization, transparency, or challenges posed by ads.txt and the GDPR, ATS Berlin is for you. Exchange Wire‘s international conference series ATS will take place in Berlin on November 8th, 2017.

It’s only one-day event, but this ATS will dish out the fundamentals of the programmatic advertising and technology industry in Germany and Central Europe region.

I will have the pleasure to take the stage to speak about maximising publisher monetization in Eastern Europe for the ATS Berlin panel. I’ll also have a few topics to share with you and my colleagues. As there’s still some time left until the event, I decided to share some of my thoughts on what we’ll likely speak about at the conference.

So how do I monetize inventory at an increasing scale?

It all comes down to three aspects of, as I like to call it, the Optimization Trinity method:

1. Header bidding & wrapper implementation. The wrapper solution does wonders, adding more demand to an ad stack and earning more money for publishers.
2. Unique deals for Private Marketplace/Preferred Deals (local and worldwide). Use a unique demand to generate more PMP/PD income from worldwide and local advertisers. It’s important to perfect your tools, expand technology partnerships, and work closely with advertisers and media agencies. But naturally, not all publishers have an international sales teams. That’s when it’s worth considering an optimization support company to step in.
3. Open Market Optimization. Ensure a yield optimization support to find the most efficient pricing rules on the OM. Having direct integration with all the major SSPs on the market (such as Appnexus, Pubmatic, OpenX, etc.) makes it easier to reach your desired goals, too.

All too often international traffic is handled by publishers without proper attention. Part of the reason it happens is because each market is different. So in order to succeed, a yield optimization provider must demonstrate exemplary local knowledge.

At times, it’s hardly possible for the publisher to have all the expert knowledge. Taking up yield optimization support and finding the most efficient pricing rules on the OM is one of the most efficient solutions.