Maximizing Your Ad Revenue
Making money from display advertising: what matters?
Advertisers pay most to
- Display adverts that lead to a sale
- Target particular, relevant audience
Publishers need to
- Show ad campaigns that their visitors are likely to be interested in
- Display different ads to different visitors, depending on which target group they "fit in"
To maximize revenue, publishers need to match advertisers to particular website visitors
In order to maximize revenue, publishers have to meet two fundamental challenges
1. Sell space to multiple advertisers
2. Match individual advertisers with individual website visitors
Publishers can sell advertising space to different types of organisation
Direct advertisers
- Advertisers that buy space directly from individual web publishers
Ad networks
- Sell space (inventory) on behalf of multiple websites to multiple websites
- Generally take a "revenue share"
- Examples: Google Adsense, Commission Junction, Tradedoubler
Ad exchanges
- Auction inventory to the highest paying advertiser / ad network
- Different models
- Examples: Right Media, Traffiq, ADSDAQ
Advertisers that buy space directly from individual web publishers
Thank You!
