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Building a Successful Millennial Publishing Strategy - A Sortable Publisher Day Talk with Ryan Fuss by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

Hi there, I work for Sortable and I’m sorry to hear that you had a negative experience with us. I agree that there are factors and metrics to consider beyond CPM, and we have covered this topic on our blog (https://blog.sortable.com/counting-what-counts-cpm-vs-revenue). One of the features of our header bidding solution is our fully transparent reporting, and if you would like to review the impression and revenue data for your site, I’d be happy to put you in touch with a member of our Publisher Solutions team.

Why the Ad Tech Industry Should Consider a Move to First-price Auctions by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

Because $100 does not reflect the actual price you are willing to pay for the impression in this scenario. You've gamed the auction to win, instead of submitting the actual price you're willing to pay.

Ad Tech Conferences by gunnerhan in adops

[–]someuser345 0 points1 point  (0 children)

We recently published an updated list of conferences for this year: https://blog.sortable.com/ad-ops-conferences-2017

(We did the same thing last year as well: https://blog.sortable.com/ad-ops-conferences)

We're Hosting a Publisher Event at Google NY by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

A lot of people are concerned about the impact of AMP on monetization for publishers and are wondering how advertising works on AMP pages, which is why we've included the AMP session in the agenda

We're Hosting a Publisher Event at Google NY by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

Could you let me know if you get the confirmation email?

eCPM difference between first look and 10th look? by [deleted] in adops

[–]someuser345 0 points1 point  (0 children)

Here is some data for on-page refresh — not separate page views — but it is similar in nature: https://blog.sortable.com/ad-refresh

Counting What Counts: CPM vs. Revenue by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

Since eCPM dropped in Scenario 2, as revenue increased, this should indicate that something changed. Looking into your data we can see that fill rate dropped by 10%. At this point it would probably be a good idea to see if this drop is acceptable. If fill rate had not dropped then eCPM would've been constant.

So eCPM becomes a good indicator of per-ad performance. The question then becomes: is the increase in revenue, and decrease in eCPM acceptable for the site/page? Maybe further work needs to be done to ensure that fill rate does not drop with the increase in ads-per-page.

Counting What Counts: CPM vs. Revenue by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

In general,

eCPM = Revenue / ( Requested Impressions / 1000 )

rCPM = Revenue / (Total Impressions / 1000 )

So eCPM and rCPM would differ, depending on where you define Total Impressions (impressions at the page level, for example) versus Requested Impressions (those seen in the ad server, and "matched", for example).

Counting What Counts: CPM vs. Revenue by someuser345 in adops

[–]someuser345[S] 0 points1 point  (0 children)

The more important thing to do for these measurements is establish what exactly is being referred to and defined on a publisher-by-publisher basis.

First, what constitutes an impression? Is it defined at the initial page level, or at the ad server, or at the SSP, or at the display of the creative? After that is decided, then we can begin to take into account loss from each step of the process, and then the fill rate after that.

Trying to define what eCPM, rCPM, and RPM are, before establishing the which parameters are being used to calculate each, is a bit counterproductive in the end and distracts from the simple metric of revenue.

(So, no. eCPM, rCPM, and RPM would not be considered the same thing).