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...

When Do You Need To Duplicate Creatives?

A common source of confusion and frustration is the unfilled impression. You’ve got a bunch of ads setup, so how can you be getting blanks? One reason is the failure to duplicate creatives. The way that DFP works means that each creative will only be used once...