{"id":28703,"date":"2021-06-24T15:21:51","date_gmt":"2021-06-24T13:21:51","guid":{"rendered":"https:\/\/yieldbird.com\/?p=28703"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"how-to-acquire-premium-demand-for-your-inventory-part-2","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/how-to-acquire-premium-demand-for-your-inventory-part-2\/","title":{"rendered":"How to Acquire Premium Demand for Your Inventory (PART 2)"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">Taking good care of the product, most popular Viewability boosters, Ad Layout improvements and quality of the content &#8211; that&#8217;s what we discussed in the first part of this article. Now it&#8217;s high time to focus even more on the User Experience, Brand Safety and &#8211; last but not least &#8211; high quality Demand Suppliers. <\/span><\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><em><a href=\"https:\/\/yieldbird.com\/how-to-acquire-premium-demand-for-your-inventory-part-1\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Read the first part of the article on acquiring premium demand here. <\/a><\/em><\/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>Remember Your Audience\n<\/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\">Your ad stack can work reliably, but you may still experience CPM fluctuations when different audiences visit your site. <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The reasons can vary: the type of content you create and \/ or the ways your audience discovers it. Pay attention to the page and session RPMs on things like traffic source, content type, section and page layout.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Boost high-quality traffic. If you encounter a traffic source that brings you the most valuable users, utilize it to its fullest potential.<\/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 User Experience in Mind<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 style=\"font-size: 20px\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Ad Density<\/span><\/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\">As a Publisher, you may no longer be able to look at your website as the average user without a business approach. It&#8217;s worth taking a step back, though, and reviewing websites. High ad-to-content ratio may lead users to install ad blockers so as to pass by the website<\/span>, and for the mobile devices, it can be percevied as the violation of <a href=\"http:\/\/betterads.org\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Better Ads Standards<\/strong><\/a>. <\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 style=\"font-size: 20px\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Core Web Vitals<\/span><\/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\">For Google it is important not only what users read on Publishers\u2019 sites, but also the users experience that Publisher delivers, that is why metrics such as loading speed and broadly understood user behaviour and experience (UX) became essential. To support that, in May 2020 Google announced changes to the search ranking, which affects the quality of the site &#8211; <strong>Core Web Vitals<\/strong>.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong><a href=\"https:\/\/yieldbird.com\/core-web-vitals-2021-update-getting-ready\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Core Web Vitals <\/a><\/strong>is a set of 3 indicators: loading time, interactivity and visual stability.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/02\/core-web-vitals-2021-google-update-digital-publishers-1024x633.jpg\" alt=\"How To Prepare For Core Web Vitals Update 2021\" class=\"wp-image-27175\"\/><\/figure>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><br>Following this standardization is important because Google better evaluates inventory that meets these conditions.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" 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:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 style=\"font-size: 20px\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Valid and Corretly Implemented CMP \u2013 Compliant with TCF 2.0<\/span><\/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\">In order to be compliant with EU GDPR and ePrivacy Directive, all website owners must get consent from users from Europe. This implies that CMP implemented on websites must be<strong><a href=\"https:\/\/yieldbird.com\/the-impact-to-publishers-of-google-joining-tcf-v-2-0\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> compliant with Transparency and Consent Framework Version 2.0 (TCF 2.0)<\/a><\/strong> which was created by IAB to support publishers, technology providers and advertisers in complying with the regulations.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Why should Publishers pay attention to this now? The most obvious reason should be the security of their own business. This compliance is required by other vendors, including Google, who may simply stop trading with you.<\/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>Brand Safety and Brand Suitability<\/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\">Working on inventory quality is also important from the Brand Safety and Brand Suitability perspective. According to the IAB, both of these standards were defined to support brand&#8217;s reputation safety by protecting them from displaying ads next to inappropriate types of content, which could have a negative influence on users opinion.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Publishers who offer a premium inventory are preferential. These tend to be safer locations for ad placement, but at the same time &#8211; more expensive. In short, the lower the Advertiser bids, the less premium (or more risky) the location may be perceived.<br>Google defines key areas to support a healthy digital advertising ecosystem\u2014one that is trustworthy and transparent, and works for users, Advertisers, and Publishers.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">This advertising policies cover four broad areas:<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">1.<\/span> <span class=\"has-inline-color has-black-color\"><strong>Prohibited content<\/strong>: Content you can&#8217;t advertise on the Google Network<br>2. <strong>Prohibited practices<\/strong>: Things you can&#8217;t do if you want to advertise with Google<\/span>.<br>3. <span class=\"has-inline-color has-black-color\"><strong>Restricted content and features<\/strong>: Content you can advertise, but with limitations.<br>4. <strong>Editorial and technical<\/strong>: Quality standards for your ads, websites, and apps.<\/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 important consequence of granular controls and classifications is that it moved Advertisers away from the keyword-only approach, ensuring not only that each brand&#8217;s custom metrics align with their values, but also empowering Advertisers to allocate budgets and as a positive consequence &#8211; unlocking the maximum ad inventory potential of Publishers.<\/span><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>Sales Strategy for Premium Demand<\/strong><\/h2>\n\n\n\n<div style=\"height:41px\" 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\">Are you still looking at Direct and Programmatic as separate strategies? Building the value of inventory requires their cooperation. Plan and balance your sales holistically.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Traditionally, Publishers have focused on filling out Direct Sales and then selling what is left programmatically. Once you&#8217;ve collected the data, the targeting, and scaling infused in daily transactions by impressions, marketers pay a higher automated CPM, sometimes even competing with direct selling prices.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Following this balanced strategy, your earning potential will be much higher for the same amount of supply.<br>Another important thing is to prioritize &#8211; properly segment your clients, and determine which clients your Direct Sales team is approaching. Clearly divide what types of inventory you\u2019re aligning with each sales method \u2013 direct, private marketplaces or Open Auction \u2013 and when you\u2019re shifting inventory to fill all business obligations. The key point is &#8211; if someone is ready to pay more for the same impression programmatically within Header Bidding, then why decline that offer?<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 style=\"font-size: 20px\"><span style=\"color:#ff2450\" class=\"has-inline-color\"><strong>High Quality Demand Suppliers<\/strong><\/span><\/h3>\n\n\n\n<div style=\"height:41px\" 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\">Building the setup it is important to remember that not only the <strong>quantity <\/strong>of suppliers can influence the <strong>quality <\/strong>of your inventory.<\/span><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>The amount of revenues is affected by the quality as well as the number of demand partners. A good idea is to add other networks that can participate in addition to the Google Doubleclick AdExchange network, in Open Auction. More demand partners means more competition for the offered inventory (also premium by your selected yieldgroups), more pressure on the price in the Open Auction for AdX as well. <\/em><\/p><p><em>The benefit is that we can make our premium inventory available to new Open Bidding (OB) partners without the need for new pricing rules &#8211; OB respects our Unified pricing rules set. Another advantage is that payments are sent to the publisher within 30 days of the end of the month<\/em>.<\/p><\/blockquote>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\">&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/martinkavladimir\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Vladimir Martinka<\/strong><\/a>, Yield Manager at Ringier Axel Springer SK<\/p>\n\n\n\n<div style=\"height:41px\" 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\">On a daily basis we at Yieldbird work with premium demand SSPs in different models. Some of them book inventory (in the Open Market) in order to guarantee high CPM campaigns, which can be valuable to the Publishers, especially for those who are having difficulties with Direct Sales (or do not have a Direct Sales team at all).<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">For any questions you may have on improving the quality of your inventory:<\/span><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background\" href=\"https:\/\/yieldbird.com\/publishers-solutions\/\" style=\"border-radius:5px;background-color:#ff2450;color:#fffffa\">Check our services<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-text-color\" href=\"https:\/\/yieldbird.com\/#contact-section\" style=\"border-radius:5px;color:#ff2450\">Let&#8217;s arrange a chat<\/a><\/div>\n<\/div>\n\n\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Taking good care of the product, most popular Viewability boosters, Ad Layout improvements and quality of the content &#8211; that&#8217;s what we discussed in the first part of this article. Now it&#8217;s high time to focus even more on the User Experience, Brand Safety and &#8211; last but not least &#8211; high quality Demand Suppliers. [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":28611,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-28703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28703","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\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=28703"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28703\/revisions"}],"predecessor-version":[{"id":33348,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28703\/revisions\/33348"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/28611"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=28703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=28703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=28703"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=28703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}