Monetization Platform. It sounds like a great promise for publishers. A single technology that solves all ad sales challenges and increases ad revenue. But is it only a myth or an actual reality? A second post in a series about choosing the right partner for Ad Sales Outsource.
The Perfect Gift for a Publisher: A Monetization Platform
It’s the winter holidays season and whether you’re celebrating Christmas, Hanukkah or the New Year, you can probably choose at least one present. For many website publishers, on the top of the wish list is the ultimate gift. A working monetization platform that will handle all of their website’s ad sales.
Many publishers spend too much time navigating through the ad technology maze instead of developing their content and community. They are bombarded with pitches from ad networks and various monetization tools on a daily basis. And they lack sufficient information to make decisions.
Moreover, publishers lose even more than precious time, they also lose money. Almost all publishers that I had the pleasure of speaking with estimated that their ad revenue is lower than the potential. They could and should be earning higher revenue from the ads on their websites.
This is why the promise of a monetization platform that handles all ad sales is so attractive.
A Single Technology to Solve All Ad Sales Challenges
In recent years several companies announced that they finally go it. It took years of investment and development and now it’s ready. They are launching the ultimate monetization platform. A system so smart, filled with artificial intelligence and big data and algorithms that it can solve all online advertising challenges.
The promise is compelling. Connect your website to the monetization platform and this single technology will take care of all ad sales. And it will also earn you more money. I’d love to have that. In fact, I will be the first one to embrace it and retire happily.
But please, reality check. If there truly was a monetization platform so good – let’s assume for a second it’s real – what would be the next logical step? Well, Google would acquire the company, implement it into their ecosystem and voila! We can shut down the entire ad tech industry and close hundreds of companies.
Monetization platforms are a myth. They are just another nice buzz word to join others. Most of these platforms do add new tools and advance the programmatic ads marketplace by another step forward, but they are very far from making all others futile.
Deep in your heart you know it. That little company on the cost of the unknown sea in the corner of Eastern Europe probably has good intentions, but they are not going to be the next Google. And your are not just so lucky to be the first publisher to recognize it. Better clear your eyes. You can avoid the test and certain disappointment.
Choosing the Right Partner for Ad Sales Outsource
This post is a second of a series of posts about choosing the right partner for ad sales outsource. In the first post we’ve seen how avoiding big names increases ad revenues. Companies that own big sites can be bad partners for ad sales. You can read two case studies and the recommendation here – Ad Sales Outsource.
Furthermore, the next recommendation is to choose a partner which offers a good balance of both technology and professional human experts.
After over a decade in the ad tech industry, I feel safe to say that it takes a human touch. I haven’t yet seen a website with optimal ad revenues based on technology only. At the end of the day, someone needs to look at the data, pick up the phone, change a rule, understand new standards, identify opportunities and many more daily aspects of the monetization task.
I’m not referring here to human service, which is crucial and I will devote for it another post. I’m talking about real human experts who work alongside the technology and together with the publisher to maximize ad revenues without compromising the user experience.
And so, take any guarantee of an all inclusive monetization platform with a grain of salt. Ask yourself, if this was true, wouldn’t it already be part of Google by now? In reality, it’s probably another disappointing myth. Opt for a partner which offers both technology and a human touch.
And yes, I’m biased. Here at Adnimation we pride ourselves in offering a 50:50 service split of technology and good people. And if you want to hear more about how we can help you earn from from the ads on your website, drop me a line an I will get back to you. It can be a wonderful gift for this winter holidays season.