Difficulty tracking availability and yield due to high number of ad impressions served. You have so many ad units and sources of ad demand it’s difficult to manage. Single place to create, manage, and display digital ads across different platforms - web, apps, mobile, etc. Inability to track and manage revenue sold. Inefficient tracking and management of customer orders. You have so many products and prices it’s difficult to manage. Ĭentralized system for sales products/pricing, ordering, fulfilling and billing digital sales orders. Difficulty forecasting pipeline and sold revenue. Decreased visibility into sales team activity, appointments, meetings, etc. Disparate and disconnected access to customer data - in spreadsheets, emails, etc. You have so many prospects you can’t keep up with leads. Manages client contact information, tracks sales activity (appointments, meetings) and manages pipeline (leads, revenue sold) CPM (Cost Per Mille): rates calculated by cost-per-thousand impressions.īy working with an ad technology like a Supply Side Platform (SSP) or Ad Exchange, you can sell your ad inventory in an advertising auction in an automated way. Rates will fluctuate based on the actual delivered impressions every month. Advertiser X buys 50% SOV ($1,000), Advertiser Y buys 25% SOV ($500) and Advertiser Z buys 25% SOV ($500). Example: The impressions for your sports section are valued at approximately $2,000/month. Share of voice (SOV): fee based on a percent of advertising inventory purchased either for a section or across your site. Example: Advertiser X sponsors the sports section for $1,000/month. Sponsorships: flat fee for a fixed placement or section of your site or other product such as newsletter or event. These packaged deals are typically sold as: Many news organizations use a hybrid approach that includes both.īy employing a sales team you can create custom ad packages and sell your inventory directly to advertisers or agencies at premium rates. Increasing pageviews can be a way to increase total ad impressions.Īd inventory is sold in two primary ways: directly and programmatically. We will visit a more comprehensive list of key metrics affecting your ad revenue in Chapter 2.1.Īd inventory is the collective number of ad units and impressions you’re able to sell to advertisers.Īd impressions represent the total number of times each ad unit on your site has been displayed. your fill rate, the number of ads served divided by the total number of ads requested). 
CPMs, or cost per thousand impressions) as well as your volume (i.e. When trying to increase your digital advertising revenue, you should try to maximize both your prices (i.e. Example: You sell all of one type of ad unit across your site or in a section. Placements are multiple ad units you group together. An ad unit may sometimes be referred to as “inventory unit.”Īd units can be added to the front-end of your site or designed into your website through your Content Management System (CMS).Įach ad unit must have an ad tag that identifies its location on your site - what page and position it will hold.Īdvertising is delivered or trafficked into each ad unit through its ad tag by an ad solution, a technology that serves or places your clients’ ads onto your site. You can define an ad unit on your site with a name, description, and dimensions.
What does successful campaign management look like?ĭigital ad units are the discrete spaces on your website that contain ads.What advertising solutions are best for your market, and how do you prioritize and package them?.How do you build an organization and team culture to drive greater digital advertising success?.How can you use audience data to optimize your digital advertising business?.In this section we address questions such as: Start with Section 2 if you already have a digital advertising business and are looking for ways to improve your strategies or gain new insights to improve revenue. What tools do you need to run a successful digital advertising business?.In this section we address questions like: SECTION 1 is where you should begin if you do not yet have a digital advertising business or would like to better understand the basics of programmatic advertising. This playbook is designed to guide you through your advertising revenue journey, especially if you are in the early stages of that journey. The goal of this playbook is to support small and mid-sized news organizations in their efforts to successfully monetize web content and grow their digital advertising revenue.
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