A Publisher’s Guide to Vetting for Ad Quality

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With the rising prevalence of digital advertising, online consumers are quickly getting bogged down by advertisements, leaving publishers competing for their attention. As a result, the mechanism for effective monetization of publisher pages has slowly become more dependent on the quality of the ads published. This blog discusses the importance of vetting for ad quality and the best tips and tools for ad effectiveness.

Quality Ads, Superior Publishing

Forefront to the significance of ad quality is the user experience. The advertisement’s relevance to the content of the website is a major determinant for whether the user completes the offer or not. In order for publishers to improve upon the quality of their advertisements, it’s important to collaborate with ad networks that have high traffic volume. With high traffic networks, publishers are offered a higher quantity and variety of ads to filter from, providing more options to identify relevant ads. An ad network with a large number of advertisers will also help publishers to be successful with whitelisting.

Advertisement fraud is another factor impacting ad quality. As ad fraud becomes predominant within the digital sphere, it’s important for publishers to precaution themselves against working with advertisers that create fraudulent ads. For example, an advertiser may create advertisements that hold rotating URLs or contain bad images. While publishers cannot hand-select advertisers to work with, there are ad networks that utilize tools to assist with vetting and evading these types of ads. Working with the right publisher can also help you to avoid advertisement injections. Injections can affect your ad integrity by skewing your impression metrics and diminishing the relevancy of your user’s experience.

Vetting Tips for Quality Advertisement

Taking the time to vet for ad quality is clearly a valuable venture. The better the quality of ads published to your pages, the higher likelihood of offer competition by users. This translates to an increased ROI. Here are some steps you can take to begin vetting for quality advertisements:

  • Monitor Your Metrics. Analyzing metrics helps you to understand where you can improve upon your ad postings. Finding an ad network that is transparent and can provide simplified, straightforward metrics through a user-friendly dashboard can make a world of difference here.
  • Find Effective Ad Filtering Networks. Partner with ad networks that provide processes to help you target certain demographics, such as geography and industry.
  • Vet for Quality Control / Fraud Protection. Seek out ad networks that provide solutions to help bypass fraudulent ads or issue quality checks on the types of ads published to your pages.

The key to vetting for quality advertisements and boosting your monetization strategies is to do your research. Once you’ve connected with the right ad network, you’ll be on your way to advertising success.