What is an Ad Management Platform?

Isabel Montalvao

19/06/2023

The digital advertising landscape has undergone a fast-paced transformation in recent years. Programmatic buying, privacy regulations, the rise of header bidding, the explosion of monetization partners, video ads, and the relentless rise of ad blockers have reshaped the industry. What once relied solely on sales skills now demands engineering talent and data analysis expertise.

Publishers find themselves struggling with complexities as they strive to unlock additional yield. As operational costs skyrocket and profitability shrinks, digital media companies must reassess their monetization strategies to regain control over their ad revenue.

In this ever-evolving landscape, four crucial areas demand significant changes to empower publishers in maximizing their monetization potential:

The impact of advertising setups on revenue generation: Effective management of the advertising stack is crucial for maximizing advertising revenues and succeeding in the dynamic ad tech industry.
The resource-intensive nature of in-house ad setup management: Managing ad setups internally requires dedicated teams with diverse skills, increasing resource requirements.‍
The scarcity of expertise in managing complex advertising stacks: Limited availability of professionals with specialized skills in areas like Prebid and Video Advertising poses challenges for monetization teams.‍
The increase in operational costs and complexity: As publisher stacks become more complex, managing them becomes costlier, draining resources and hindering innovation.

So, that's where an Ad Management platform comes in. But what exactly is an Ad Management platform? Allow us to break it down for you.

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What should an Ad Management Platform allow you to do?

Effective management of your ad setup significantly impacts your ad revenue. An ideal Ad Management Platform should enable you to efficiently manage your setup, requiring minimal resources and bridging the technical expertise gap. It should provide seamless configuration and continuous optimization of critical elements within your ad setup, reducing the reliance on scarce expert profiles.

Let's dive deeper into the critical elements an Ad Management platform offers:

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Streamlined ad inventory setup, no sweat

An Ad Management platform empowers Publishers to effortlessly create and configure ad units for all their sites and devices using a hassle-free, no-code approach. Publishers can group sets of ad units under an Ad Layout, serving as a template that can be applied to different website pages.

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Seamless integration with third-party monetization technologies

An Ad Management platform seamlessly integrates all your monetization partners, from ad servers such as Google Ad Manager (GAM) and prebid wrappers to bidders, Amazon TAM, ID modules, and RTD modules. Say goodbye to coding headaches and enjoy a unified monetization ecosystem.

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Continuous optimization, maximum yield

Yield optimization techniques play a pivotal role in maximising inventory value and boosting ad revenue. An Ad Management platform empowers Publishers with a range of optimization techniques, from ad refresh and lazy loading to dynamic floor pricing. Advanced A/B testing on different ad stacks helps minimize revenue loss due to human errors. Gradual deployment of modifications ensures control over the technical and legal integrity of the ad stack, reducing risks and amplifying results.

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The right ad stack for the right context and user segment

With Ad Management, Publishers can implement and manage different ad stacks on their websites for personalized ad experiences. Here are some use cases:

Craft unique ad experiences for distinct user segments on the websites. Customise ad pressure or showcase direct campaigns featuring high-end brands for subscribers versus non-subscribers, leveraging their differing monetization potential.
Personalize the ad experience based on user location. Certain bidders may outperform in specific geographies. With ad stacks tailored to different audience segments, Publishers can unlock location-specific revenue potential.
Publishers can further personalize the ad experience based on additional criteria such as the vertical, website language, consentless vs consented traffic, paid versus free content, page layout, and desktop versus a mobile device.

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In conclusion

An Ad Management platform becomes the transformative AdTech tool for Publishers seeking to elevate their ad monetisation. Pubstack’s Ad Management, in particular, focuses on making monetisation easy, transparent, and performant, offering a game-changing solution.

By leveraging Pubstack's components, Publishers can expect the following:

Increase ad revenue by testing, measuring, and iterating faster on the ad stack and ad inventory by providing the monetization teams with an easy-to-use platform to help build high-performing ad stacks thanks to a data-based and expertise-backed approach.
Decrease time spent on building, operating, and modernizing the ad stack by improving agility, decreasing people costs to iterate more frequently, and running a high-performing ad stack.
Reduce human resources risk & knowledge losses by ensuring that valuable knowledge is protected and allowing for better cross-team collaboration.
Decrease the technical risk of losing revenue due to human mistakes by being in control of the technical and legal integrity of the ad stack, deploying changes confidently, and ensuring the ad stack is as reliable as possible.

In conclusion, an Ad Management platform becomes your beacon of light in the complex AdTech landscape. Align with Pubstack's mission and leverage its value drivers to drive higher revenue, achieve your monetisation goals, and surge ahead of the competition.

Ready to unlock your monetisation potential? Book a meeting with one of our programmatic experts and tap into the benefits of Ad Management today.

In case you're still unconvinced about the value of Ad Management platforms, maybe a few words from our founders will convince you! After several years witnessing the complexification of the adtech industry, they're the ideal people to explain why Ad Management platforms are set to become the next revolution for publisher monetisation, particularly in the era of democratised no-code. To learn more about this future revolution, read "Why Ad Management Platforms are the next revolution for publishers' monetisation?".

However if you're reading out content, you're very probably looking to have complete control over your entire monetisation process. Rest assured, we've also got the perfect content just for you, with our whitepaper "How to build the optimal monetisation machine" - introducing how to retain as much value as possible from your current stack as well as how to improve it through continuous optimisation processes.

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