How Publishers Can Significantly Increase Their Revenue

Nearly all publishers could be making more money than they currently are and most do not even know it. The key to earning more money as a publisher is all about predicting and forecasting the future. This may seem like an unrealistic thing for you to do but it is actually much easier to do than it sounds. The technology available for publishers to use today makes predicting the outcomes of future campaigns easier than it has even been before.

When publishers are not accurate with their predictions, they can lose a substantial amount of money. Two things can happen when a publisher makes inaccurate predictions about a campaign. The first thing is that they will be left with unsold inventory that they could have made a lot of money off of. The second that happens is that they do not have enough inventory and their supply cannot fill their demand which forces them to leave money on the table that was offered to them.

When you run a campaign and either have leftover inventory of you ran out of inventory, you may not think it is that big of a deal as long as you profited from your campaign. Recent research studying advertising campaigns has shown that many publishers lose between fifteen to twenty percent of potential profits from a campaign due to inaccurate forecasts. That may not seem like a lot for just one campaign but in a years worth of ad campaigns, fifteen to twenty percent of revenue is a lot of money that publishers are missing out on.

The first thing you need to make sure of as a publisher is that you are using the most advanced and up to date technology for your campaign forecasting. The technology should not only be advanced but it should also make the process of predicting the outcomes of campaigns very simple for you to do. There are many forecasting tools out there for publishers to use that can help you predict the most accurate results of your campaign and plan for it.
Actual Data Vs Sample Data

Make sure that your forecasting tools are giving you actual data to use and not just sample data that their computers have generated and that they give to all of their users. You should be able to use actual data and analyze it to help you run your campaign. Even though they may claim that their computer generated data is very effective and as accurate as possible, it is not actually possible to have computer generated data work better than your individual, specific data. That is because computers cannot factor in certain things like unexpected changes in data referring to what is going on in the world so they cannot produce results as accurately as real data can.

A sample cannot reflect actual data from a campaign that is specific to a publisher’s inventory. If you are not receiving data that is based on your inventory, your analysis is useless and you cannot accurately predict the outcome of a campaign.
Historical Sampling

Historical sampling can generate some major problems when trying to accurately forecast a campaign. Some ad servers will only use data for historical sampling from the past one to two weeks. That is not nearly enough time to get an accurate historical sampling.

New ad serving technologies allow a user to choose when they want their data sampling to be from. They can choose to have their historical sampling data composed from the last week, month, six months, year or any amount of days that they desire to have their data from. This allows them to go back to both recent history and history from years past to get the best information to help them predict the outcome of their campaign.

Using this information can help you decide what days and times to begin and end your campaign on. You will be able to see the results associated with each date and time from years of data which will let you choose when to start and end your campaign to accurately use the right amount of inventory.
Accuracy Leads to Financial Gain

The more accurate you are with your predictions, the more money you are going to earn. When you take twenty percent from all publishers’ yearly revenue, you will see that millions and millions of dollars are being left uncollected due to inaccurate forecasting. Using the right tools to help you accurately predict your campaign’s future is the key to earning more money as a publisher.

MediaFane Articles is powered by Otlix Ad Server solutions for Publishers and Advertisers.

Otlix has been dedicated to optimizing the use of media since 2006. They provide media solutions as Ad Serving, Ad Delivery, Ads Rotation, Video Advertising and Ad Management tools. These tools can be used to simplify and better ad Campaigns, and they give you a comprehensive overview of all of your campaigns with their smart Analytics and Statistics system.

By: Naor

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