Seasonality IS a thing – almost anyone you ask in the ad tech industry will agree on this one thing; the best quarter of the year is Q4! Demand is rising, traffic is flowing, budgets are being spent and you can even triple your Q1-Q3 profit during this single time period. That said, you still need to calculate your steps and make the necessary adjustments to get the most out of Q4.
As a supply-side platform, we at Mobfox also enjoy the benefits of Q4 – so we decided to gather several tips for Publishers to make sure that Q4 will be great.
1. Double check your integration
a. Those with our SDK should make sure they have the most recent SDK integrated, check render-rates and QPS amounts.
b. For API and Tags – make sure you are using the correct ad-request convention. Ask your POC to provide a tag example and make sure you’re setting the right Tag for the right traffic type (VAST, Banner, Native, etc.). Also, check that there are no discrepancies and that ads are rendering correctly.
2. Refresh the inventories
DSPs tend to block certain non-performing inventories (even if it’s just a one-time decrease in revenue, fill rate or profit) , so adding new inventories and refreshing the connections will assist in making sure the traffic flows to every possible advertiser.
3. Inventory per bundle
Even with the growing technological capabilities, some demand players are still relying on inventory targeting. This means they are less likely to buy your traffic if you send requests from several different app bundles under the same inventory. Open a different inventory for every bundle.
If your app supports different types of ad-sizes and ad-formats, make sure you are sending requests for all your different types of traffic. The best practice would be to send each type through a different inventory. Supporting MRAID 2 and VPAID will also ensure you get more demand.
5. Create Tiers of CPMs
When using different inventories for the same app, you can create “tiers” of traffic with different CPMs, sending 1st impressions with higher CPM, medium traffic with slightly lower CPM and remnant traffic with low CPM. This will ensure better fill-rates per app.
Optimizing CPMs can push the revenue up. One method is raising CPM per inventory while fill-rates are good and lowering the CPM when fill-rates decrease. Setting reasonable floor prices is also important to make sure DSPs are able to buy your traffic at all.
All these tips can make a huge difference and benefit both the publisher and the SSP. As for our last tip… well, it’s a basic one but probably the most important one:
7. Stay in open and constant communication with your dedicated account manager. 😉