My role at Sovrn is to help bring together the best brands and the best independent sites in the world. I work with some of the most influential ad buyers in the industry, which gives me immediate, useful insight into buying trends that I can pass on to our publishers.
In other words, I’ve got your back.
So, direct from the source, here’s what buyers are telling me publishers need to keep in mind:
Here’s the deal: the industry has proclaimed that by the end of this year, advertisers will no longer buy inventory without an ads.txt file. If you don’t have an updated ads.txt file, your inventory will be ignored.
Keep Your Content Brand-Safe
Brands don’t want to be associated with content or websites that will jeopardize their reputation. Adult content, alcohol, gambling, hate speech, illegal downloads, illegal drugs, offensive language, and violence can get you blacklisted. This is equally true when it appears in user-generated content, so make sure you know what’s happening on your site.
Don’t Load Ads That Can’t Be Seen
Viewability matters. A lot. I can’t overstate this. Buyers tell me that they’re going to stop paying for out-of-sight inventory, and many already have. I know that focusing on viewability as a key metric can seem daunting, but treat it as an opportunity rather than a burden. We’ve spent a lot of time looking into the value of viewability, and have built technology (we call it VET—Viewable Engagement Time) to help publishers put our research to good use.
Don’t Ignore Design
Cluttered, poorly-designed sites aren’t appealing for advertisers or readers, so make sure yours is well-designed and professional. Doing so will increase your appeal to advertisers.
Finally, stay on top of industry news. Change is constant in the programmatic marketplace, and staying educated is the best way to increase revenue. If you need a hand working through ways to turn these tips into results, get in touch with our Publisher Support Team. Building lasting relationships with readers and advertisers is worth the investment, and we’re here to help.