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...

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...