{"id":27620,"date":"2021-03-25T16:21:07","date_gmt":"2021-03-25T15:21:07","guid":{"rendered":"https:\/\/yieldbird.com\/?p=27620"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"underestimated-yet-powerful-driver-of-website-monetization","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/underestimated-yet-powerful-driver-of-website-monetization\/","title":{"rendered":"Underestimated, Yet Powerful Driver of Website Monetization"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>As the Website Monetization ecosystem grows in complexity, so do the setups of Publishers. This means that more aspects need to be managed, optimised and monitored on a regular basis. <\/strong><\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Often we advise Publishers on the most efficient way of reviewing and diagnosing all unused potentials, inefficiencies or gaps in monetization; solutions which would redress issues pertaining to where to invest or what to simplify so as to secure effective daily maintenance and long-term results. That leads us to another question on how to define maximum monetization potential, taking into account current internal and external circumstances; and how to make inventory and monetization processes as competitive and resilient as possible.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Internal drivers of website monetization.<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Firstly, internal circumstances need to be analysed such as:<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>\u00b7<\/strong>&nbsp;Resources that can be invested in setup management, development, new solutions and strategies testing and collection of market knowledge;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>\u00b7<\/strong>&nbsp;KPIs, short and long-term;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong>\u00b7<\/strong>&nbsp;<span class=\"has-inline-color has-black-color\">Internal policies or strategies that might impose limitations on monetization options;<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>\u00b7<\/strong>&nbsp;Budget for tech cost.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>External drivers of website monetization.<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Externally we need to stay on top of all market shifts and new requirements stemming from regulations, policy updates; and on top of that follow competitor movements and their optimisation strategies.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The second aspect becomes even more challenging when we realise that in Open Market inventory is a commodity which means that buyers target specific audience parameters as opposed to particular domains. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">This means that from the Advertiser\u2019s perspective it doesn\u2019t matter whether they buy impressions on the ad space of Publisher X or Publisher Y. Instead, they focus on their goal to show their ad to people in their target group.<br>When we consider and collate internal resources, goals and limitations, together with external factors, we are able to map current monetization potential and start building a roadmap that will address current gaps, and goals; not to mention potential risks from market shifts and direct competition.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-medium-font-size wp-block-heading\" id=\"h-knowledge-is-a-key\"><strong>Knowledge is a key<\/strong><\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Once we fully understand what we are missing in the setup or from the processes or know-how perspective, we are then better placed to research the market with a clear goal in mind. It\u2019s best in these circumstances to refer to <\/span><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>market benchmarks, or specific benchmarks to other publishers (eg. close competitors) and best practices<\/strong><\/span><span class=\"has-inline-color has-black-color\">; followed by an estimation of the potential uplift that each change would bring. Such an approach makes strategising for budget a more straightforward matter; having chosen optimal solutions to close the spotted gap. It might be investing upfront and expanding the internal team, in-house development, outsourcing parts of the operations, paying only for the usage of the tool, a solution that automates some part of your daily operations, including regular collection of market benchmarks. <\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Keep up to date with your inventory&#8217;s market position.<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Such a review is definitely not a one-off task. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Access to regular updates, market knowledge, fresh ideas and resources to obtain such data and run competitive analysis or test new products and strategies are cornerstones to remaining competitive. This analytical approach should become a core competence that is harnessed within your in-house team. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">That said, there is one potential risk to keep in mind; and that is to avoid following already known patterns. Having access to know-how is one thing, but knowing how to convert it into strategy; and translating this knowledge into a specific setup or process changes is another challenge entirely. Sometimes it is worth looking to external support that would offer an independent and fresh perspective. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">A good example here would be <\/span><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>analysing your pricing strategy and market positioning <\/strong><\/span><span class=\"has-inline-color has-black-color\">from the buy-side, which would help when it comes to understanding the scale of limited demand or bid shading risk. This will help you assess the true value of your inventory and choose optimal strategies in terms of staying competitive!<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:42% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/03\/webinar-competitive-analysis-1024x632.jpg\" alt=\"Webinar Competitive Analysis for Digital Publishers by Yieldbird\" class=\"wp-image-27608\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\">How to obtain market data and establish a competitive analysis process? How to convert your competitive know-how into strategy? Join our <strong>free WEBINAR<\/strong>: <a href=\"https:\/\/yieldbird.com\/competitive-analysis-for-digital-publishers\/\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>Competitive Analysis for Digital Publishers<\/strong><\/span><\/a> and  don&#8217;t miss your chance to outrun the competition.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>As the Website Monetization ecosystem grows in complexity, so do the setups of Publishers. This means that more aspects need to be managed, optimised and monitored on a regular basis. Often we advise Publishers on the most efficient way of reviewing and diagnosing all unused potentials, inefficiencies or gaps in monetization; solutions which would redress [&hellip;]<\/p>\n","protected":false},"author":33,"featured_media":27635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"content-category":[],"class_list":["post-27620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=27620"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27620\/revisions"}],"predecessor-version":[{"id":33364,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/27620\/revisions\/33364"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=27620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=27620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=27620"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=27620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}