Slowly but surely, the digital advertising landscape is shifting toward greater transparency and performance metrics that prioritize quality. As a result, advertisers are becoming more selective about where their ads run — and buyers increasingly use engagement-based key performance indicators (KPIs) to assess inventory value.
To put their best foot forward, publishers need visibility into how their inventory is perceived and tools to optimize for modern ad buyers’ expectations. With Signal Vitals, the latest offering from Sovrn, publishers can see how their inventory stacks up when benchmarked against the market and will enable them to compete in a more data-driven programmatic environment by aligning their ad experiences with advertiser demands.
What is Signal Vitals?
Signal Vitals is a one-of-a-kind programmatic and inventory health dashboard designed to help publishers:
- Optimize their ad inventory
- Understand how buyers view their inventory
- Improve the KPIs that drive long-term revenue
This tool provides publishers with real-time insights into inventory quality, viewability, attention metrics, ads-to-content ratio, and other key data benchmarks that impact programmatic performance. This will ultimately lead to better campaign performance and higher yield for publishers over the long term.
“Signal Vitals is a big step forward in democratizing access to and understanding of programmatic analytics. Publishers of all sizes struggle with the “so what” problem of big data, and the inclusion of Sovrn’s benchmarks will provide a much-needed set of contextualization. Beyond the standalone advantages, Sovrn is bringing its full partners some strategic pricing models that are very welcome in today’s environment.”
– Scott Messer, Founder, Messer Media
What value does Signal Vitals bring to the advertising ecosystem?
Signal Vitals delivers four key benefits to publishers:
- Enhanced transparency into how their inventory is valued by demand partners
- Actionable insights on leveraging attention and optimizing ad placements, viewability, and user experience
- Improved programmatic revenue potential through better alignment with buyer expectations
- Competitive differentiation in an increasingly quality-focused environment
Signal Vitals also benefits advertisers and DSPs by helping to ensure:
- Higher-quality inventory with clearer engagement signals
- More effective ad placements based on page and placement attention metrics and ads-to-content ratio benchmarks
- Improved ad experience, leading to better campaign performance and higher ROI
How is Signal Vitals different from other solutions?
Unlike other inventory reporting solutions, Signal Vitals focuses on publisher-side transparency, helping sellers to optimize for the same KPIs buyers use to evaluate inventory. It provides more than just basic metrics like viewability, incorporating attention scoring, ads-to-content ratios, and engagement trends to deliver a more complete view of ad performance. Because attention is proven to be 2.6x more predictive of click-through rate than viewability, Signal Vitals helps publishers reclaim value by pricing inventory based on real user engagement.
“Publishers deserve better visibility into how their inventory is presented to buyers,” said Chris Kane, CEO, Jounce Media. “Signal Vitals is an important step toward arming publishers with the data they need to make informed yield management decisions and demonstrates Sovrn’s commitment to building a durable programmatic supply chain.”
In addition, Signal Vitals offers actionable recommendations based on real attention data, enabling publishers to make immediate adjustments in their demand stack and inventory setup to improve ad performance and better align with buyer demand.
“Signal Vitals goes beyond standard metrics that other dashboards might offer and gives publishers a holistic view of ad performance metrics,” explains Peter Cunha, Managing Director for Sovrn’s Signal business. “With our tool, publishers can finally understand how demand partners view their inventory. Publishers can also uncover the relationship between ad clutter and ad performance and how their inventory benchmarks against the rest of the market, enabling them to make immediate adjustments in their monetization stack that align with demand preferences.”
Start optimizing your ad inventory today
Signal Vitals is now available to all current Sovrn Signal customers, as well as publishers with direct connections to the Sovrn Exchange. This new product offering is just one more example of Sovrn’s dedication to prioritizing cutting-edge technologies across all our product lines — including Advertising, Commerce, and Data Solutions.
You can read more about how The Daily Mail is using Sovrn’s Signal Vitals to cut through the noise of outdated metrics, focusing on attention, transparency, and actionable insights to improve inventory value.
Ready to try Signal Vitals for yourself? Contact our support team to get started.
Not yet using Sovrn Signal and Sovrn Ad Exchange for your programmatic needs? Sign up to start today.
