The trick to making your inventory more attractive to DSPs is to give them everything they need to make their best media-buying decisions. By providing DSPs with the most relevant information on your inventory – IAB categories, ad examples, and relevant data – not only can you offer greater transparency, you can create a win-win-win situation for your app, your users, and your advertising partners.
With a close connection to the mobile demand-side platform, myDSP and its team, we know a fair amount about what demand partners are looking for when they’re bidding on inventory. Here are a few things to consider to make sure you’re keeping up.
Send ad examples. Something as simple as letting an advertiser know how their creative will appear in real time on your app, is not only important for advertisers, it’s a must for brands. We strongly recommend sending advertisers a screenshot of your app(s) displaying an ad – it’ll be a game changer for you, if you aren’t already doing it.
Don’t forget to include the correct IAB category. Make it easy for advertisers to know what type of inventory you’re offering by adding the correct IAB category and sub category. Be specific, so advertisers understand who your audience is and if it’s a match for their campaigns. By doing so, you’ll help improve targeting, while making your audiences much more appealing to relevant demand partners who will be willing to spend more on your ad space.
Set a realistic floor price. A floor price can be very useful for optimizing your traffic and eCPM. As standards go, a floor price should be the average win price for an ad size in a specific geo, and a good one can help optimize your traffic, result in increased eCPM and better monetization. However, sometimes publishers aim too high with their floor price, leading to decreased fill rates as fewer DSPs are able to bid on their traffic. Remember advertisers have their own KPIs for each campaign and achieving a certain ROI can limit their ability to bid on inventory that’s too high. Instead of setting a high floor price, it’s better to segment your traffic. Advertisers are willing to pay more to reach the right audience.
Adopt viewability technology. Advertisers want to know that users will actually see their ads in your apps. That’s their right and as a publisher it’s your responsibility to understand an ad’s viewability. If you haven’t already adopted viewability measurements, such as MOAT or IAS and incorporated them into your monetization strategy, it’s time to consider doing so.
Data and transparency are essential. Advertisers aren’t just buying media these days – they’re in the market for audiences. By adding to your ad request specific characteristics or parameters such as accurate location, gender, age, intent, interests…., you can increase the value of your inventory and offer a richer picture of your users to interested advertisers. If you don’t already have this information readily available, you can integrate with a data-enabled SDK or work with a 3rd party data platform to gain this information, segment your users, and even create audiences. By doing so, you’ll be able to enrich your ad requests and earn more from every user. If you’re interested in supplementing your data, Mobfox’s exchange is directly connected to an internal data platform as well as 3rd party provider Factual that offers this service.
Have any questions about these tips? Feel free to reach out to us and we’ll be happy to discuss them in greater detail.