Publishers – more placements per page is not a good strategy

Publishers – Adding more ad placements to your pages is not a wise way to optimize your revenue. (If you are using header bidding, it is even less of a good idea)

Here are a couple of the issues it can cause:
– listed as MFA – As some folks are making their own definitions for things, having too many ads per page will begin to look like MFA even by old standards, which then can get you flagged/excluded.

– Viewability – In a header bidding scenario, you are most likely serving ads that appear below the fold or are not on-screen and not being seen but counting them and charging for them. This can open you up to clawbacks, lower inventory ratings, lower cpms, getting excluded, and it is a type of fraud.

– Clawbacks – Old term that I haven’t seen in a while, but it is a request for a refund on ad spend of ads that were sold but not seen, or any number of ad issues that were charged for but not executed successfully. (Clawbacks can be requested as far back as there is evidence to prove a bad actor.)

***I have always said that eCPM is one of the worst single metrics ever created for a publisher to focus on (It is too limited to be useful)…and now, coming in close second is RPM. There is more to optimizing your programmatic and inventory than only focusing on what sold and for how much per mille***

If you are looking for new ideas about how to better optimize your revenue and inventory, I am happy to help. Please feel free to reach out and book time.

Hope you have a wonderful holiday and get to relax.