How programmatic advertising works, explained for people who live off their website.
Every so often a demand partner asks you to add a line to your ads.txt, and nobody explains what that file is or why it exists. Here is the problem it came to solve, how to read what is inside it, how it differs from sellers.json and what breaks when it is wrong.
Read articleAd fraud is not always committed by the site owner: quite often it merely passes through the house and leaves the bill in their name. Here is what invalid traffic means, why platforms look for it, and what you can do so your numbers survive a review.
Read articleEvery time someone opens a page with advertising on it, an auction takes place that lasts less than a blink. This article explains what happens in those milliseconds, who takes part, and why selling advertising no longer looks anything like it did fifteen years ago.
Read articleHeader bidding changed the way a digital publication sells its ad inventory: instead of offering each slot to one buyer after another, it offers it to all of them at once. Here is the problem it came to solve, how it works inside, and what it takes to put it in place.
Read articleMonetizing a site is not an installation, it is maintenance. Before deciding whether to run it in house or delegate it, it helps to see the work involved, what it takes to sustain it, and what to demand from a partner. With one warning up front: some sites are better off alone.
Read articleA site does not monetise by «putting ads on the page»: it chooses which family of formats each position belongs to, and each family is bought, paid for and endured differently. Here is the full map, with video as the axis, and what each format costs the page.
Read articleIf you sell advertising and have European traffic, user consent is no longer just a legal matter: it is a variable that lands straight in your revenue. Here is what CMP, TCF and Consent Mode mean, and what you need in place.
Read articleA monetization dashboard shows half a dozen acronyms that look like they say the same thing, and they do not. Each answers a different question, and using the wrong one leads to expensive decisions. Here is what each measures, why two tools never agree, and which to check when.
Read articleGoogle warns that your site is slow and suspicion falls on the advertising. Sometimes rightly, sometimes not. Here is what each metric measures, which part of the problem really belongs to the ads, and what can be fixed without giving up revenue.
Read articleRefreshing the ads on a page looks like free money: same reader, more impressions. The arithmetic works on paper and fails in practice, because impressions are not paid for by the unit but by what they are worth. Here is when ad refresh is legitimate, what conditions it has to meet, and when it turns expensive.
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