Rotating and Optimizing
January 3rd, 2006
Shoemoney.com brings up their thoughts on rotating and optimizing their delivery of Adsense and YPN based on reporting data.
This is one of the prime features for this product, and the comments on the post bring up the difficulties in grabbing accurate and timely data from ad networks. Until the networks put out APIs or a standard reporting format in XML, those difficulties will exist. Basically, there’s probably no way to do this perfectly yet, but having your delivery adjusted at least on a daily basis by results and prediction is better than just only running one network, daisy-chaining, or randomly guessing which network is going to pay you the most.
It’s especially true when it’s automated. What happens if you move all your impressions to Adsense and you don’t login and check for a couple of days? Or you go on vacation? How much money are you losing by not adjusting delivery and continually testing multiple networks? When MSN’s contextual network hits the scene there will be another contextual player, and that’s not even taking into account that a display ad network may earn a higher eCPM anyway.
January 7th, 2006 at 8:25 am
As a small publisher, I would be willing to earn a lower eCPM to fully automate my ad serving needs, while still making networks compete. In other words, I would still want the most for my inventory, but would be willing to take less if I didn’t have to manage it as much. I think in the long run, the bottom line would be higher unless I never missed an adjustment (highly unlikely).