How to maximize on Key Publisher Metrics
Content has always played a very important role in Programmatic Advertising. With the ascent of time, the importance levied on the quality of content has drastically gone up – giving rise to metrics we need to keep in consideration before we publish anything. A beautifully written article, sums up almost all the points we’d like to discuss about these metrics.
However, in this post we’ll be focusing on “how” to do, rather than “what” to do, while acting on these points. The way advertising is conducted might have taken a quantum leap – however, the important factors to consider still remain constant, and in the same line with traditional advertising.
The performance of your site, audience behaviour and the amplification of organic growth are still the key components of understanding the key publisher metrics. In this blog, we’ll tell you how you can expand on these points and visually watch the hike in your performance scale.
Sigview can help you focus on Key Publisher Metrics (KPM) by understanding which inventory performed the best against differing Geo, Demo, audience & Ad-type dimensions.
In this example, let us assume your eCPM doesn’t match your target – and dig in to better understand why the overall rate might be low but also how eCPM differs for each slice of inventory.
Step 1: To understand how eCPM differs by Geography, filter on country first and then expand publisher dimension.
The country selected here is India.
Fig 1.0: In the above image, we’ve selected the country as ‘India’, and we’re seeing the list of publishers and their eCPM.
Step 2: Then add eCPM metric and sort it to show a ranking of where advertisers are most interested in the publisher’s inventory.
Fig 1.1: In this image, we’ve sorted the eCPM for the list of Publishers.
Step 3: Drill down further by selecting the desired advertiser’s name from the main dashboard, this can help you see advertiser’s interest more precisely.
Fig 1.2: In the above image, we’ve filtered on advertiser’s domain and country and above is the list.
Our flexibility allows you to drill down deeper and further in additional ways to uncover new insights.
For example, let us take a look at the Geography dimension, now swap that for a key dimension like the advertiser_domain – user location, Device_OS, audience segment or ad_size to see how each variable impacts performance.
This information can help publishers focus their efforts on the inventory that drives the best return against their most important performance metrics.
Similar to this, we have hundreds of other tips which would help you manage your programmatic ad campaign, if you’d like to know more you can sign up for a free demo.