All of our publishing partners are in the business of creating premier wedding content. Fortunately, they are also interested in monetizing that skill. We at BrideClick are always looking for new and efficient ways to maximize the revenue of our publishers, and for this post we wanted to discuss a very powerful tool- using more than one advertising network.
You can maximize ad revenue by rotating multiple ad networks. Let’s look at the example A below. When working with only one network, that network will serve all ads until there is nothing left. It will display both high and low paying ads to use up available impressions. Once the ad network has used all available paying ads, a non-paid default ad will run.
Working with Network A
Average CPM (eCPM=$2.00)
By working with multiple ad networks, you are able to minimize this unsold traffic. You can rotate multiple networks (Network A and Network B), and create competition for the space that will generally drive the average cost up. In this situation, Network B will be used as a default. A default is simply and ad that is served when Network A runs out of all paying ads. These ads fill up all of the extra available impressions that otherwise would have been unpaid.
Working with Network A and Network B
Average CPM (eCPM=$2.25)
Using multiple networks along with setting a minimum CPM is a simple way of growing your revenue. In essence, a minimum CPM or “floor CPM” is the minimum price you are willing to receive for an ad served by Network A. Once this floor is reached on the primary network, network B will serve their highest paying ad available. In my personal experience, a common mistake is to initially set this floor too high. Selecting a moderate floor will ensure more of your impressions are sold, and gives you more room to optimize later!
Multiple networks + minimum CPM of $0.50
Average CPM (eCPM=$2.45)