Dynamic Monetization 2.0 in Adfox. Increasing Revenue from Monetization with ADX Demand
Depending on the strategy adopted and the resources available, Publishers, with the aim of maximizing revenues, will always look for new programmatic solutions; undeniably, there is a wide spectrum of solutions available to them on the digital advertising market. In this regard, Google’s popular technology solutions, spearheaded by Adsense, Ad Exchange and Ad Manager (an ad server for advanced management of its inverter) have really come into their own. However, it is not only Google that has tools to help Publishers monetize their advertising surface.
Adfox is a popular online advertising management system for media Publishers in Russia and other CIS countries. It allows Publishers and other online market players who have an audience to control the display of ads on the pages of their sites, services and mobile applications, collect statistics and analyze the effectiveness of advertising campaigns. The Adfox platform was purchased by Yandex in September 2014, and at the beginning of May 2015 Yandex integrated its relocating network (YAN) into the Adfox platform. The Yandex Advertising Network (YAN) is a platform for serving ads on Yandex services and partner sites. YAN provides Yandex.Direct advertisers with access to more than 40,000 sites, including websites, mobile apps, Smart TV apps, and digital outdoor advertising operator surfaces. YAN partners receive income from serving ads; whereas advertisers gain a flow of traffic and customers.
Dynamic Monetization from Yandex
The principle of Yandex dynamic monetization, or, as it is also called, the technology of external monetization, looks to simplify the creation of advertising campaigns for external monetizers (traffic buyers, such as Google ADX, Adsense, Mytarget, HPMD, Criteo, etc.), as well as to achieve CPM management thresholds (except for Header Bidding buyers). Yandex dynamic monetization also ensures the highest possible revenue from the reweighting campaigns with YAN.
How does external monetization work?
User loads site page:
1. An ad request comes to the ADFOX server.
2. The server compares the CPM of all campaigns of the “DM” (Dynamic Monetization) type and selects the campaign with the maximum bid.
3. The server sends a request with a maximum bid to the Yandex Advertising Network and awaits a response:
3.1. If YAN offers a higher bid, then YAN wins and sends the banner to the user’s site.
3.2. If YAN offers a lower bid or refuses to bid, then the campaign with the maximum bid wins and its banner is sent to the user’s site.
YAN can not buy impressions at a price lower than the threshold CPM of either competing publisher campaigns or external monetizers.
Source: Yandex
Dynamic Monetization 2.0
In 2018, Yandex released the second version of DM, which in their opinion is faster, more efficient and more profitable. The new version is a logical development of the already familiar monetization mechanism in ADFOX. It possesses a wider functionality, whereas the setting of the impression price thresholds (CPM) is easier and faster, and site profitability is higher thanks to new predictors for bids and visibility. The tool, as before, allows you to bring several advertising systems (direct sales of ad impressions, YAN and other advertising systems) into a single auction, where the highest bid wins. Thus, the partner receives the maximum income from each ad impression.
Perhaps the most significant change is the predictor of bids, which facilitates the automatic predicting of bids for each visitor to the publisher’s site (ML-technology for predicting bids based on historical data on the display of advertising to a specific user). The choice of optimal thresholds offers revenue increases for the site, but manual tuning in the first version requires a lot of attention and effort. The developers have come up with solutions to simplify these actions for the site: the Publisher simply sets a set of CPM thresholds, and the algorithm automatically selects the most effective one for each site visitor. This helps Publishers to not only save time, but it also increases the efficiency of monetization thanks to the preciseness of the machine settings. On average, the predictor of rates, according to Yandex, will increase the revenue of the site by about 10%.
The new DM 2.0 has become faster: all mathematical calculations in ADFOX are now carried out in one request – so they take less time, and the download speed of advertising on the site grows exponentially. Also in the new version of DM 2.0 there are innovations – a predictor of visibility and a built-in Header Bidding, as well as a new panel for reporting income and rates from each partner.
The Yieldbird Takeaway
CIS publishers who are actively using Adfox and YAN as their primary monetization tools may consider connecting external monetizers (e.g. Google ADX) in Dynamic Monetization 2.0 in order to diversify their revenue streams and maximize their earnings. If you are unable to install ADX codes from your own account, we recommend using Google Certified Publishers Partner Services.
As a GCPP and trusted partner in Programmatic monetization, Yieldbird will help you to run your codes and increase your profitability.
Customer Success Manager
