Leverage Audience Attention to Increase Ad Value

Sovrn Advertising Team // May 10, 2022

Smart publishers spend significant time and effort working to improve their audience engagement. They know that engaged readers are more likely to become repeat visitors — and over time, repeat visitors who trust your content are more likely to take an action that generates revenue, like clicking an ad or affiliate link. 

Publishers who have cultivated a truly engaged audience deserve to be rewarded, and ad buyers are willing to pay premium rates to reach relevant, engaged visitors. But the current ad marketplace isn’t set up to reward user attention, resulting in publishers often struggling to identify, target, and broadcast their high-value audience segments to ad buyers, potentially causing them to lose out on ad revenue. 

Sovrn is solving this problem with Signal, an easy-to-use insights and analytics tool that helps publishers convert their high-value audience segments into revenue. To learn more about how Signal helps publishers leverage engagement to drive greater ad value, check out our new ebook, Capturing the Signals: How Reader Attention Can Drive More Revenue. Here’s a preview:

Boost your earnings in 4 easy steps

For your entire programmatic ad stack, Signal identifies your most valuable inventory based on engagement metrics such as viewability, engagement, click-through rate (CTR), and CPM. You can then use these insights to price and package your inventory for advertisers.

With just a single line of code, Signal empowers you to understand and segment your audience in a way that’s attractive to ad buyers. Based on previous user sessions, Signal makes real-time predictions about how readers will engage with your content. It then broadcasts these predictions directly to ad buyers, allowing them to optimize their bid strategy — leading to increased ad revenue for you.

Here’s how it works:

Collect: Implement Signal technology across your site with a single line of code and start collecting engagement insights immediately.
Connect: Benchmark your own advertising performance against your peer group and the market as a whole.
Activate: Leverage engagement insights to adapt your pricing model and package your inventory into targetable deals.
See results: Increase your average revenue per user.

See if Signal is right for you 

With Signal, publishers finally have the ability to measure, compare, and monetize their engaged reader base — and drive greater ad value. If you’re wondering whether Signal could help you uncover deep audience insights and increase your ad revenue, consider the following: 

  • Are you currently capturing audience engagement insights that inform your ad strategy?
  • Do you understand your ad performance compared to the market and your peers?
  • Do you have ready access to information that can help you benchmark ad performance?
  • Do you have a data-based pricing strategy for your ad inventory?
  • Do you have tools to better help you understand the value of your inventory?
  • Are your current tools doing enough to help you maximize your ad revenue?

If you can’t answer “Yes” to all of these questions, it’s time to start tapping into the value of your engaged audience segments. Just contact us at and our team will be happy to provide a demo, so you can see the power of Signal for yourself.

You can also download our book, Capturing the Signals: How Reader Attention Can Drive More Revenue, to explore the idea of audience attention in more detail and learn more how Signal helps publishers leverage engagement to maximize ad earnings.

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