Online advertising explained

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!

Online Advertising Explained: The very basics

An introduction to advertising on your website for publishers that want to start at the beginning

Publishers can make money by displaying ads on their websites

There are many different kinds of ads that publishers can choose to show

Different sizes

Different formats
e.g. Text, Rich Media, Flash

Different positions on web page
e.g. Banners (along top), skyscrapers (along side)

Different payment models
Publisher paid if ad is displayed (CPM)
Publisher paid if visitors clicks on ad (CPC)
Publisher paid if visitor clicks on ad and goes on to purchase product / service (CPA)

It is easy for a publisher to start making money by displaying ads...

Services exist to make it easy for publishers to get started e.g. There are many different kinds of ads that publishers can choose to show

Services exist to make it easy for publishers to get started e.g.

...but harder for publishers to maximize the revenue they make from displaying ads