A collection of 6 posts
This may sound like a contradiction to what was previously discussed in our playbook on ad viewability, but ads that attract too much attention can many times hurt a website's long-term performance. Yes, ad viewability matters and is especially important for better revenue opportunities, but when an ad
Chasing averages can certainly drive progress, but it can also be a shortcut to stagnation. Total pageviews, RPM, bounce rate, time on site—these numbers are great for understanding how your site is performing overall, however, they won’t tell you much about who's it performing for. Different
Putting all eggs in one basket is a notorious saying when referring to a bad idea. Whether in terms of investing, content strategy, or even your breakfast order, relying entirely on one option is known to carry risk—and the very same goes for your monetization strategy While aiming for
In recent years, concerns over ad effectiveness have given rise to speculations on whether the traditional ad impression-based buying accurately reflects the true value of advertisers' campaigns. Ad impressions remain the primary metric for measuring ad performance and inventory value, with advertisers typically paying based on CPM. But with
Last year, Google surprised the ad-tech industry by announcing the discontinuation of its plans to deprecate third-party cookies from Chrome. This decision, while definitely unexpected, left many wondering why would Google suddenly reverse its stance after a five-year-long effort to eliminate cookies? To understand this move, we must first take
Today, with nearly 42% of users worldwide employing some form of ad blocker when browsing the internet, ad blockers have emerged as one of the most significant obstacles impacting the publishing landscape. In 2024 alone, ad blockers were responsible for an estimated $54 billion USD loss in publishers' advertising