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Google have once again moved back their plans to join Apple and Firefox to eliminate third-party cookies. Whatever the eventual outcome, it’s key that publishers understand how to optimise ad yield without third-party cookie data to regain control and ensure their business remains profitable.

The right yield optimisation ensures that each piece of ad inventory isn’t just filled, but filled wisely, to both elevate revenue and enhance user experience. Understanding and implementing advanced yield optimisation techniques is more than a tactical choice; it’s key to sustainable growth in the ever-evolving digital landscape.

Understanding yield optimisation

Yield optimisation is simply the process of trying to get the most value possible out of your digital ad space – it makes sure you’re always selling your inventory for the highest price.

By implementing the right strategies for your inventory, you can maximise STR (sell-through rate) and revenue. A firm grasp of yield optimisation strategies helps publishers navigate the intricate and competitive digital advertising landscape.

Yield optimisation is not just about maximising revenue; it’s about creating a harmonious balance between profitability and user satisfaction.

Debbie Oates, Director of Customer Engagement, Experian Marketing Services

The cornerstone of effective yield optimisation is to sell your ad inventory at the highest possible price without compromising the experience of your website users. This balance is vital for sustainable business operations and long-term growth.

Already familiar with yield optimisation? Find out how we can help you with your strategy.

What are the key considerations for publishers when implementing yield optimisation strategies?

To effectively optimise ad yield, publishers need to consider several factors:

Technical optimisation

  • Ad inventory considerations: Everything from the number of ads you have on a page, to the types of ads, to their positioning, can impact your yield as a publisher. For example, placing higher CPM (cost per thousand) ads in prime locations like the top of the page can optimise visibility and profitability.
  • Trialling native ads: Native advertising integrates seamlessly with the editorial content, providing a less intrusive ad experience that can command higher prices due to better user engagement.
  • Page load speed: The probability of a user bouncing increases by 32%[1] when page load time increases from one second to three seconds. That means losing 320 users in every 1,000 if your website is slow. Be sure your website loads fast enough to keep users happy.
  • Mobile optimisation: Almost half of web users[2] are on the mobile version of a website now. Making sure ads are effectively displayed and clickable on mobile devices is crucial as the market share continues to grow.

Targeting optimisation