Guidelines for Handling Bad Ad Yield Performance
Managing ad yield is not an easy task. Professionals in yield operations are responsible for monitoring the performance of the site and identifying performance drops as soon as possible. The less total revenue you lose, the quicker you can correct a performance drop.
There are so many complexities in the ad tech ecosystem of today that performance drops are simply inevitable. There is no way to set it and forget it if your entire ad tech stack is managed internally.
As a result, you will need processes for locating the cause of the drop and finding a solution as well as an effective alerting system for quickly identifying performance drops. We have asked our own internal ad yield management team to share some of their best practices with you in order to be of assistance.
Ads that are caught reduce performance.
To begin, you’ll need to create an alerting system that will alert you to performance drops before they can significantly reduce your income. Your page view CPM is the most important metric that you should keep an eye on.
What does Page View CPM mean?
Page view CPM (PV CPM) is the industry standard for publishers’ ad revenue. To arrive at this figure, multiply your effective page view CPM by 1,000 and divide your total ad revenue by the number of page views you received during the same time period.
To truly comprehend how your ads are performing, this metric removes any effects of increases in page views from your calculation.
You ought to construct some kind of dashboard from which you can easily compare this number to previous periods and view it in real time. It may be time to find a new system if your current one does not make it simple to examine page view CPM in these ways.
CHECKING YOUR CPM FOR PAGE VIEWS.
At the very least once per day, you should examine your page view CPM and compare it to previous periods. You ought to compare your page view CPM performance on a daily basis:
-From day to day.
-From week to week.
-From year to year.
If your page view CPM performance falls below expectations, you should investigate the “why” of the decline. You can determine whether you have a problem with ad yield or another cause for performance drops by defining “why.”
determining the causes of declines in ad yield performance.
You are only at the beginning of your journey now that you are aware that there is a problem. Now is the time to begin solving the issue.
The following is a list of possible areas from which the performance issue might be emanating, as well as an idea of how to determine whether or not that issue is actually the one causing your performance to decline. While this is by no means an exhaustive list, it is an excellent place to begin when looking for issues.
CHANGES IN THE EXPERIENCE OR BEHAVIOR OF USERS.
Ad yield issues are frequently unrelated to advertising issues at all. First, check to see if your site’s traffic or user behavior have changed significantly. Ad Calls per Page View is a useful metric to keep in mind as you check this. When compared to your previous ad calls, if you notice a significant difference in the number of ads called per page view, this is a good sign that something is wrong with your experience.
issues with a specific advertising unit.
You can now go deeper into determining whether a specific ad unit is causing your performance issues. To determine whether a single ad unit is the source of the performance issue, compare the performance of each ad unit to previous performance.
issues involving a specific demand source.
Perform a historical performance check on each of your header bidding stack’s demand partners or supply side platforms (SSPs). This will assist you in determining whether one SSP has stopped serving or is not performing as expected. You can also use historical data to compare the number of ad requests coming from each SSP.
Pro tip: You might even want to go one step further and break down performance by SSP across various device categories to see if one group of devices is having trouble with a specific demand source.
AND A LOT MORE
Ad yield performance declines can be caused by a variety of factors, but the ones listed above are not the only ones. There are a number of additional ways to break down your page view CPM in order to identify issues caused by device, country, browser, and other factors.
You might also want to compare metrics like viewability and click-through rates to historical metrics to see if there are any differences that could give you insight.
Even though it seems as though we have already completed a marathon, all we have done so far is identified the issue. The difficult task of actually resolving the issue comes next.
Sometimes, the solution is straightforward and obvious. It might not at times.
Your engineering and development teams might be involved in the fix at times. It might not at times.
Sometimes you won’t be able to control the fix, so you might need to talk to a demand partner to try to fix it. For this one, it really helps to have a good relationship with your SSPs.) It might not at times.
The fundamental point of this is: Once a problem is found, there will be a solution for each one. You’ll have to figure out how to fix problems as they arise as you tackle them. This necessitates a team with a wide range of skills, including development, relationship management, advertising operations, and more.