Publisher monetization platform is not just a tool for placing ads on websites or applications anymore. Nowadays, publisher monetization platforms work as an infrastructure connecting inventory with various demand sources, enabling auctions, scaling revenues, and having data required for making better revenue decisions.
The issue with increasing demand is that it does not bring more revenue automatically. Having too many bidders without managing latency, auction quality, inventory visibility, and competition create a complex and low-value system.
The better way is to consider monetization as optimization: which bidders should compete for every impression, under which conditions, and at which price?
What Does a Publisher Monetization Platform Actually Do?
A publisher monetization platform functions as a mediator that links a publisher’s unsold inventory with advertisers and programmatic demand sources. Its functionality is contingent upon the technology it uses, and it can include display, video, native, audio, mobile, web and connected TV inventory.
Generally, the workflow is as follows:
| Stage | Platform Function | Publisher Objective |
| Inventory integration | Connects website, app, or CTV inventory | Make impressions available |
| Bid request | Sends auction information to demand partners | Generate competition |
| Auction | Evaluates incoming bids | Select economically valuable demand |
| Ad serving | Delivers the winning creative | Complete the transaction |
| Measurement | Tracks impressions, clicks, revenue, and other signals | Identify performance |
| Optimization | Adjusts demand and auction strategy | Improve yield over time |
Differentiating between access to demand and actual monetization is crucial. A publisher may have many demand sources but if they are not integrated properly or compete poorly, the publisher will not perform well.
For instance, Gamoshi offers publishers access to demand sources as well as other tools for effectively managing bids and ensuring the quality of ads. Such tools include the OpenRTB mechanism, Prebid Client, Prebid server, Prebid SDK, VAST, as other options.
Server-Side Header Bidding: Where It Fits
Server side header bidding alters the nature of auction processing as it moves it to a server rather than relying on a user’s web browser.
Client side header bidding allows multiple bidders to run their scripts in the browser, thus having access to a number of valuable insights from the process. However, excessive requests may slow down the loading time of a web page.
With server side header bidding, the role of a server is crucial as it accepts a request from a publisher and connects with all bidding partners of the seller.
There are upsides and downsides of server side header bidding that should be taken into consideration. Its main advantage is that fewer requests are made from the users’ browser. However, some bidders might not get the data on the users’ activity.
As a result, the question becomes whether one should consider using client- or server-side bidding. A wiser approach seems to be combining the aspects of both systems, which will help implement client-side bidders along with server side bidding.
Gamoshi offers both server- and client-side integrations.
Where a DSP Fits Into Publisher Monetization
The purpose of a demand side platform guide is generally to explain the features of demand-side tiers of the ecosystem. The DSP is involved in purchasing the impressions, whereas the publisher monetization platform’s task is to attract the audience to the impressions and achieve the maximum economic return from them.
These two entities are linked via programmatic trading methods.
Thus, the publishers should be familiar with the DSPs that compete for their ad space. The example of the Xandr DSP is useful in the context of discussing the usefulness of technology evaluation for brands.
The key point that publishers should learn from this example is that even a major company can undergo changes after the acquisition by a new owner.
When a White Label DSP Makes Sense
A publisher may not necessarily wish to depend on a third-party publisher monetization platform. Media enterprises, networks, agencies, and ad companies managing inventory across many properties can find a white label DSP useful in case they decide to build their technology stack.
The business does not need to create its own technology but may use a branded platform, the supporting design being provided by the technology vendor.
The solution from Gamoshi includes domains and branding that the client can use, sub-accounts of the client, API for reporting and dashboard management, access to GamoshiX marketplace, and many more.
However, what is important here is the control it allows a business to have.
Frequently Asked Questions
1. How does server-side header bidding help publishers?
Server-side header bidding takes place in a server environment instead of the user’s browser. This brings efficiency to the process and allows easier connection with various demand partners. But it’s also necessary for the publishers to take into consideration the possible discrepancies in identity and signal availability.
2. Is server-side header bidding better than client-side header bidding?
One method is not necessarily superior to the other. Server-side header bidding helps increase scalability as well as lower browser-side processing load, while client-side bidding enables certain demand partners to benefit from enhanced access to browser signals. The hybrid strategy utilizes both methods.
3. What should publishers measure when evaluating monetization performance?
Some of the critical metrics which drive the operational model of a publisher monetization platform include fill rate, bid rate, win rate, CPM, revenue per thousand impressions, timeout rate, latency, viewability, and net revenue. By analyzing the above metrics, one can get a more holistic view than just optimizing for CPM.
4. What is a white label DSP?
The white label dsp refers to programmatic purchasing technology that can be used by other businesses as their own platform. Companies in the media space, as well as agencies and advertising technology firms can use this technology to create their own programmatic platform without having to build a complete technology stack by themselves.
5. How can publishers increase programmatic revenue?
There is no other way to check it but to start from the bottom, with the inventory’s quality, variety of demand, efficiency of auctions, and the measurement accuracy. Each additional demand source can be beneficial unless the extra demand does not improve the competitiveness of the overall demand enough to justify the associated cost needed for deployment.
