Why Auto-Refreshing of Ads Make Sense?
Visitors consume content and ads as a part of the content. This is where contextual advertising makes the most sense. Additionally, the visitors interact with the ad which might be purely view-able engagement or simply a click-through. Marketers and advertisers who consider view-ability and brand recall as their primary metric can serve CPM based ads. Advertisers who are looking for click to action like purchase, signups, etc would go for CPC bids. Thus, on blogs and websites which have a high engagement rate and time on site, it makes sense to refresh in-view ad units to increase the overall revenue from CPM ads.
If you reading this post, chances are high that you’ve your own ADX account or you’re using a sub-ADX account from any Google Certified Partner. Before we begin, I would like to tell you that we have tested auto-refresh ads and yes, they bring in additional revenue if implemented properly. With the rise of programmatic buying and greater control of machine learning/algorithms in deciding which ad impressions will be delivered, CPM based ad buying has become more prevalent. Refreshing ads at fixed time intervals in common and many SSPs, networks and publishers do this ensuring the ads which are refreshed have good view ability rates. Sovrn auto-refresh view-able impressions every 25 seconds to ensure better revenue for their publishers. In addition to refresh ADX ads or third party ads via DFP, you can also refresh in-house ads or affiliate marketing campaign ads to see which are generating the maximum click through rate and optimize the ad serving based on the ones which gets more clicks. In this post, we are going to discuss how you can auto-refresh ads via DFP (Doubleclick for Publishers), the best practices, and ADX auto refresh policies.
Reloading Ads without Refreshing Page in DFP- How to Auto Refresh Ads in DFP
First, you need to have access to Google Doubleclick (DFP), which is an ad server that help publishers to maximize their ad revenue. It is going to be a 3-4 step process where you first need to create an ad unit, then create an order, traffick the order with line items, and finally add creatives to your line items. Once the steps are done, you need to approve your order so that the ad serving is enabled.
Next, you need to generate the ad tag which you’ve created in the first place, and use the code here to make it auto refresh. Once done, you can place the code in your ad widget and make it live on the website. Typically, it takes 3-4 hours for a newly created ad unit to start showing up on your website and if you can’t see it, then you must be doing something wrong. Once the ads start showing up, you can analyze the performance metrics is real time by going to Reports>Query>New Query.
DoubleClick for Publishers provides a functionality using which, you can refresh ads directly without a user triggering it. Shared here is a basic understanding of how this thing is implemented.