While header bidding managed wrappers have been around for a while, Ad Management solutions can significantly benefit publishers. These solutions not only enhance internal organisation and save time, but also empower monetisation teams with advanced tools and analytics.
Moreover, they provide publishers with transparency and full control over their monetisation efforts, making them the ideal choice for those seeking to optimise revenue generation.
So if you’d like to learn everything that Ad Management solutions can do that managed wrappers simply cannot, keep reading !
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Ad Management platforms offer a comprehensive solution with the ability to manage all of your monetisation partners in one central platform thanks to an extensive integration catalog. These can include vital components such as ID solutions, managing several demand sources (Prebid, Amazon TAM), managing multiple wrappers or adservers, Prebid partners, and more. Thanks to ad management platforms, the need for publishers to have development resources dedicated to monetisation is almost history.
Unlike managed wrappers, which are limited to Prebid Header Bidding, Ad Management platforms provide publishers with a modern and efficient solution that addresses the diverse needs of the industry.
While managed wrappers focus solely on Prebid, programmatic advertising encompasses a host of complexities. Ad refresh, Lazy Loading, custom ad units, floor prices, and other critical aspects must be managed by publishers, even when utilising a managed wrapper.
Ad Management platforms, on the other hand, streamline these complexities, offering a holistic approach to programmatic advertising that saves time and enhances efficiency through a single-stop platform dedicated to publishers.
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Managed wrappers often fall short when it comes to providing comprehensive analytics. In the case of managed Header Bidding wrappers, the provided analytics are often Header Bidding-centric, which fails to show the whole picture. To take the right decision and optimise their monetisation process as a whole, publishers need a 360° view which requires the use of tools that go much beyond Header Bidding, such as Ad Management platforms.
In contrast, Ad Management platforms emphasise the importance of measuring and tracking performance across all components of your ad stack (ad servers, Prebid, Amazon, etc…), empowering publishers to optimise their ad inventory and maximise their revenue potential.
Certain managed wrappers have faced transparency and/or conflict of interest concerns due to their existing connection with some SSPs. These issues have been raising doubts about the reliability as these wrappers are accused of favoring their own demand.
Publishers require a neutral & trustworthy partner to navigate the ever-changing ad landscape successfully. Ad Management platforms, with their commitment to transparency, offer a reliable solution to ensure that publishers can operate with confidence, knowing that their interests are prioritised.
In summary, Ad Management platforms emerge as a new generation of monetisation platforms, and as the superior choice for publishers in the context of managed wrappers. Thanks to their ability to cover the entirety of the ad stack, handle programmatic complexities, provide comprehensive analytics across both ad stack and ad inventory, but also maintain trustworthiness, these platforms have positioned themselves as the modern and efficient solution for large publishers seeking to monetise their inventory.
By embracing Ad Management platforms such as Pubstack’s, publishers can optimise their advertising operations and unlock their full revenue potential in today's competitive landscape.
The choice between managed wrapper and Ad Management solution is often times driven by the desire to free up the large amount of time that would be required to handle monetisation performance internally, just as much as the fear of potentially implementing changes that would break the monetisation performance.
An example of a monetisation topic that can often be over-complexified is timeouts: how do I measure my timeout rate, how does it work and what should my Prebid timeout be? We’ve gathered the answers to all of these questions, which you can find in the following article: Timeouts simplified: get immediate results through easy steps
If you want a deeper understanding of how managed wrappers fail to reach the performance of an Ad Management solution, the toolbox metaphor is quite fitting. One of those tools is superior, granular analytics and there’s a good chance that lack of proper analytics on your ad stack is hindering your revenue performance. Learn how to fully leverage analytics over your entire ad stack (not just bidders) by reading our dedicated whitepaper: The complete guide to boost Ad Revenue with Analytics.
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