How to evaluate an advertiser

Publishers frequently encounter a dangerous proposition, it usually comes over email and sounds like this: “Hello, I work for so-and-so company. We think you have great content and would be a great fit for our advertisers. We have the best CPMs in the universe....

Overdeliver to Win

Congratulations! You’ve booked a direct campaign for your website. You need to deliver 1,000,000 impressions between June 1st and June 30th. How many impressions should you setupĀ in DFP? We would suggest over-delivering by setting up the campaign for 1,050,000...

Orthogonal Partnerships

As a publisher, it’s a great idea to pursue orthogonal partnerships. What does that mean? Each of your advertisers should be serving a different purpose. Or more colloquially: don’t put all your eggs in one basket. Why does it matter? A lot of things can...