The Optimization Balancing Act

What are you optimizing for? More money! The answer seems simple, but the reality is more complicated. There is a trade-off between time, money and user experience. With limited resources, you can’t have all three. Time If you want to maximize revenue and have a...

You Need a Backfill Strategy

Backfill are “catch all” ads shown when nothing else matches and you would otherwise have a blank ad space. These are impressions that none of your partners are buying, or that occur as the result of a misconfiguration in your ad server (such as failing to...

Why You Need An Ad Server

It’s definitely possible to run a website without an ad server. You can get some AdSense tags and put them directly on the page. However, if you’re doing anything complicated, it’s a great idea to sign up for DFP Small Business (there are other ad...

Targeting Perfection with DFP Small Business

One of the most useful features of DFP is Custom Criteria, a way of targeting certain ads to specific pages of a website. We will describe some of the most useful targeting parameters and show you how to implement them in WordPress. A targeting parameter can be almost...

Is Geo-Segmenting Useful?

Segmenting your inventory is important to get the best prices. Certainly for US-based advertisers, US-traffic is more valuable. We see lots of deals that are targeted as US-Desktop only. Is it useful to break out other countries? Often, it’s not worth it! How...