Tips to maintain ad revenue for publishers during the pandemic
                     Tips to maintain ad revenue for publishers during the 
pandemic
John Z
Writes on ad managing using ad servers for publishers, 
involved with Ad server for publishers from Adspeed.
The global pandemic of 2020 brings many changes, both suddenly and 
dramatically. Things that you know pre-crisis may now be out of date so it is a 
good time to take a fresh look. Many publishers are experiencing a surge in online 
traffic because we are all under a global lockdown and people are actively surfing 
the Internet. For people involved in online advertising, we are trying to be careful 
with the pandemic's impact on our safety and health. At the same time, we have 
to worry about the consequences of the lockdown to our businesses. Ad revenue 
is not increasing as quickly because advertisers are watching their ad spending 
carefully and many advertisers with a big drop in revenue are forced to cut back 
on advertising. Therefore, it is important to measure its impact via your ad server 
and also know what you can do to protect ad revenue going forward.
Diversification
The more advertisers and demand partners that you have, the better. The reason is 
that the pandemic affects different advertisers differently. Some sponsors might cut 
back their advertising budget while others increase their spending. At the same time, 
you create competition and a supporting floor rate for your ad inventory with multiple 
advertisers. Diversification and risk reduction also come from supporting and offering 
multiple ad dimensions and a wide variety of ad formats like display, video, mobile, 
native ads on your sites. With more ad types offered, your site can be more attractive 
to more advertisers and is better to adapt to the rapid changes of the online 
advertising environment.
Traffic quality
As ad budget tightens up, advertisers might be looking for quality over 
quantity. Advertisers will have more time to look over the ad metric 
reports and traffic reports to see if they get a good ROI on their ad 
spending. That is a good news for publishers who have a loyal audience 
and high quality content. Therefore, it is important to root out the bad 
traffic sources and present a clean ad report. That builds confidence 
with advertisers when the time to renew campaigns comes.
Ad refresh
If you have a site or app with highly engaged users, they often stay for a 
long time on individual pages. That is a good news if you need to 
increase your overall ad inventory and ultimately, ad revenue. You can 
enable automatic ad refresh functionality, which displays a new ad after 
a number of seconds. It is important to consider a reasonable auto-
refresh rate and viewability. You do not want to explain unexpected 
numbers to advertisers or have ad contracts cancelled because you 
generate too many non-viewable impressions.
Ad viewability and ad placement
It is easy to overlook but everything eventually comes back to the basics, 
which include the ad placement. Advertisers will be more picky about ad 
placement and viewability as they want real results and not just some 
numbers. That is why it is useful to consider ad-placement level 
optimizations. Make sure you measure the effectiveness of your ad 
placements using all available ad metrics including impressions, clicks, 
viewability rates, and click-through ratios. Identify those placements 
that underperform or yield unexpected results. Make a plan to change 
and improve those issues. Implement and test new changes. Do not 
forget to allow some time for the new changes to work their way into 
the reports before re-evaluation.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
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