Inview ad units are those which are in view of the visitors for some duration of time. Some examples of inview ad units can be sticky sidebar ads, sticky footer ads, rollover ads, etc. These ad units are in-view of the visitor unless an action is initiated by the visitor (clicking on the close button) and thus ensures a high viewability rate. In today’s article, we are going to discuss the impact of viewability on overall revenue and how refreshing in-view ads can increase your overall revenue in the long term.
Impact on In-view Ad Units on Overall Revenue
One of the crucial metrics that define overall CPM rates for display ad units is the viewability index. If the ads are in view for a long time, it directly corresponds to the fact that the advertisers message is conveyed. Most exchanges and SSPs are willing to pay higher CPMs for ad units which are inview and thus you can see increasing overall CPM for ads which have higher viewability. This is why user experience has become so very important since a higher time on site ensures that the ads are also being viewed by the users for a longer duration.
Why Refreshing Ad Units Work?
The very idea that refreshing of ad units makes sense in a CPM model is due to the fact that visitors are given sufficient time to see an ad impression and if they don’t interact with the ad (click on the ad) then it is better to show a different ad unit to the visitor after a certain interval of time. This ensures that the publisher gets better revenue as the visitor tends to stick on the website for some interval.There are fundamentally two ways of refreshing ad units–
- Refreshing specific or all ad units at certain time intervals or user actions
- Refreshing ad units which are specifically inview to ensure high viewability of the ad impressions.
On both the cases, publishers have been able to see an increase in overall revenue on websites which have a higher time on site. This is because the overall impression count increases and thus there is a marked increase in the overall earnings. However, the challenge for the publishers is to understand if they should refresh specific ad units or should they go for only refreshing inview ad units.
Auto Refresh Ad Units vs Refreshing Inview Ads Units
Auto refreshing ad units mean that an ad unit is allowed to be refreshed after a certain interval of time. Google Ad Exchange allows auto refreshing of ad units at specific intervals of 30, 60, 90,120, 180, 240, 360 seconds.There are also other ad exchanges like Appnexus and Openx which allows auto refresh of ad units. However, auto refresh ad units can negatively impact the overall viewability index and can be harmful for publishers in the long run. This is why a number of SSPs have introduced auto refresh for inview ad units to ensure that the viewability metrics aren’t hampered. Listed below are some of the SSPs that offers auto refresh functionality for inview ad units.
List of SSPs and Adtech Companies that Allows Refreshing In-view Ads
Most of the exchanges allows refreshing of ad units if they are explicitly mentioned by a rule. These rules are visible to buyers and they can choose to bid of the impressions of the publisher websites and is solely based on their intent. However, there are instances that only auto refreshing ad units doesn’t impart value to the advertisers or buyers since the refreshed ads are not seen if they are not inview and thus the long term effects can be harmful as the big buyers can stop bidding on your site’s inventory due to low viewability. Thus most of the SSPs have adapted to refreshing of inview ad units.
Adform- Adform is a popular SSP which a good presence across entire Europe. They have developed a number of technologies for both publishers and advertisers that makes them market leaders. If you’re using Adform SSP for yield management, they you can implement their inview technology that refreshed ad units.
Sovrn- Sovrn has grown to be one of the popular SSPs mainly due to the kind of solutions they are bringing to increase the overall revenue of the publishers. Their meridian platform was one of the first to enable the feature of inview auto refresh ads which was later adopted by other SSPs and yield management platforms.
Setupads- Setupads is an adtech company that help publishers to increase their overall ad revenue with header bidding solution. It has integrations with some of the top ad exchanges and SSPs and thus publishers can see an increase of at least 30% revenue with Setupads. Also, the implementation is quite easy as you have to only implement the ad tags provided by Setupads.
The Long Term Impact of Ad Refresh on Publisher Revenue
Most of the SSPs have developed sophisticated technology that determines the CPM rates of ad impressions of publisher websites. One of the key metrics of every SSP is to ensure the advertiser’s ROI is honored. Also, the role of the SSP is to ensure that publishers gain the maximum revenue for every impression. Auto refreshing of inview ad units forms a good balance that doesn’t essentially hamper the advertiser ROI and also opens up additional revenue opportunities for publishers who are providing quality content.