How to Measure Publisher Success in Programmatic


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There are many metrics and models that publishers and advertisers alike can use to measure the success of the ads on their website and their ad campaigns, respectively. For publishers, it really comes down to what the setup of the campaign is. Are they hosting CPM, CPC or CPA ads?

Success for publishers and advertisers is when visitors take the desired action with the given ad. That might be simply viewing it, clicking on it, or subscribing to an email list. Advertisers get whatever end result they were looking for, and publishers get paid based on the campaign model.

What Success Looks Like for Advertisers

At the end of the day, advertisers can measure success by seeing how often their desired actions occurred. Their success depends on their campaign goals. Advertisers who want to increase their email list subscribers would likely choose a CPA campaign. This way, they will only pay for the visitors who click the ad and then sign up for their email list. Those looking to simply get their brand name out into the world would likely go for a CPM approach. Because their goal is to get their name in front of more people, paying for impressions makes sense. They don’t need to pay for clicks on their ads because that’s not their goal.

What Success Looks Like for Publishers

Publishers want to make money. They want the ads shown on their site to generate as much revenue as possible. The best way to do increase your revenue, and your success, with programmatic ads is to optimize your site to

Another way to increase your ad revenue is to give yourself more chances to generate ad revenue. Start by working to increase your audience size. With a bigger audience, you’ll have more people to be able to serve ads to, which will in turn also increase your success. This also provides sideline benefits, in that having a bigger audience helps more people encounter your brand and be exposed to your products or services.

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