CPM ad stacks and Minimum CPM - Advice?

I'm relatively new to optimising CPM ads on a site, but I wanted to ask about concepts I've been reading a bit about.

My understanding is that having different networks on the same site is better for revenue because they compete. I've been under the impression also that this means adding multiple locations with one ad provider in each position.

After reading about selecting certain networks to be at the "top of the stack", I'm starting to think I've got it wrong.

For ad optimisation, should ads be dynamically selected in various positions depending on some predetermined order, or should I be equally gaining impressions for all networks at once, by for example, having 4 ads on a blog post with one of each always being the ad from each of 4 networks?

I'm running with the 2nd one right now, but any advice on the right way to address this would be great.

Also regarding minimum CPM, is this just a setting within each network where you'll only show ads that generate above a certain CPM? How does optimising this in connection to the stack also help.

Many thanks!!

In order to optimize CPM, you need to compare average CPM from the performance of a particular ad network on your site. In other words, not the CPM ad network advertises, but the actual CPM rate you get from them on your site.

Competing for ad networks will not get an equal amount of ad impressions as they would have a different fill each. some ad networks will have higher fill lower rates, others will have lower fill but higher rates. The fill can also vary from the ad size e.g. 728x90 will have more ads than 970x250, but 970x250 may have a higher rate.

You can set up floors based on a minimum CPM with the ad networks through an ad server or directly at their dashboards so one can passback to another when there is no fill.

The headerbidding works a little differently than the waterfall (described above) and lets you make ad networks compete at the same time.

The process of optimization of your ads and monetization (ad operations) is a daily process of collecting data, comparing it and making necessary adjustments to your ad partners and the ads itself.

Thanks mate, once again extremely helpful!

se900se said:

You can set up floors based on a minimum CPM with the ad networks through an ad server or directly at their dashboards so one can passback to another when there is no fill.

Click to expand...

Two quick ones:

1. In your experience is using an ad server or via the network's dash better?

2. I'm looking at Google DCP (after having to sign up for Adsense even though I was going to try to take your advice and not worry about them) - are there any other ad server's you would recommend? Any details of why a certain one might be best would be v.helpful also.

Thanks!

Metatrons Cube said:

Two quick ones:

1. In your experience is using an ad server or via the network's dash better?

2. I'm looking at Google DCP (after having to sign up for Adsense even though I was going to try to take your advice and not worry about them) - are there any other ad server's you would recommend? Any details of why a certain one might be best would be v.helpful also.

Thanks!

Click to expand...

If you're just starting - working with ad network dashboard is more than enough.

If/when you have multiple ad networks (2+) where one like AdSense has 100% fill but lower rates and other that has better rates but lower fill then you can use the passback option.

In case if you just have 2 ad networks and one of them allows passback - you just provide them with a passback.
In case if you have 5 or more ad networks (this moment will come later when your site receives more traffic) you would need to start an ad server as this will allow you better optimization between ad networks and higher monetization to you.

Long story short - no need to make sophisticated setups until this becomes necessary.

There are many ad servers, DFP is probably one of the most popular.
I am not sure if it requires AdSense as I have opened my accounts (I have multiple) some time ago and I have opened few of them while I was banned from AdSense. There were many changes recently so maybe they do require (maybe not).
But once you need it - let me know I'll try to help you get it.

se900se said:

If you're just starting - working with ad network dashboard is more than enough.

If/when you have multiple ad networks (2+) where one like AdSense has 100% fill but lower rates and other that has better rates but lower fill then you can use the passback option.

In case if you just have 2 ad networks and one of them allows passback - you just provide them with a passback.
In case if you have 5 or more ad networks (this moment will come later when your site receives more traffic) you would need to start an ad server as this will allow you better optimization between ad networks and higher monetization to you.

Long story short - no need to make sophisticated setups until this becomes necessary.

There are many ad servers, DFP is probably one of the most popular.
I am not sure if it requires AdSense as I have opened my accounts (I have multiple) some time ago and I have opened few of them while I was banned from AdSense. There were many changes recently so maybe they do require (maybe not).
But once you need it - let me know I'll try to help you get it.

Click to expand...

Appreciate the advice on this - I'll take it step by step and hit you up if/when something more complicated comes along. Cheers