Boost Ad Revenue: Optimize Your Tech Stack Now

News publishers are increasingly focused on maximizing digital advertising revenue in a challenging landscape marked by declining traffic and evolving algorithms. Discussions at the recent World News Media Congress in Krakow highlighted the critical need to optimize technology stacks to achieve better returns.

A key pressure point is audience acquisition. Publishers are facing headwinds due to changes in how social media and search engines operate, according to Amrit Mann, publisher services manager at Ozone. This is compounded by the impact of Google’s AI-powered summaries, which ahrefs found have decreased click-through rates by over 34% across 300,000 keywords.

The issue of cookie consent is also significantly impacting revenue. Remco Steen, manager of advertising technology, yield and data for Mediahuis in the Netherlands, reported that 40% of users are rejecting all cookies, creating a “devastating” effect. Mediahuis, like a growing number of publishers, has implemented a cookie wall, offering users who decline cookies the option to pay for an ad-free experience. Strategies vary, with some publishers also utilizing registration as a means to collect valuable first-party data.

Building a strong relationship with the audience is proving vital. Mann emphasized the importance of communicating the value proposition of advertising – explaining how ad revenue supports journalism – and fostering reader loyalty.

Optimizing the tech stack itself is also crucial. While adding more supply-side platforms (SSPs) might seem logical, Marcin Hadjuk, chief product officer of Yieldbird, cautions that publishers must evaluate performance and eliminate those that add latency without increasing revenue. In one instance, a publisher saw a 30% increase in ad yield simply by removing its lowest-performing SSPs.

Addressing brand safety concerns is another priority. Mediahuis successfully tackled advertiser anxieties by proactively providing data demonstrating the safety and performance of ads even on challenging news topics.

Finally, publishers are exploring high-yield ad formats, particularly video and audio, which also resonate with younger audiences.

It’s clear that a multi-faceted approach is necessary. Simply throwing more technology at the problem isn’t the answer. Publishers need to be strategic, data-driven, and focused on building direct relationships with their audiences. The emphasis on first-party data and transparent communication about the value of advertising revenue is a particularly encouraging trend, suggesting a move towards a more sustainable and user-respecting digital advertising ecosystem. The industry is clearly recognizing that long-term success hinges on providing value to both readers and advertisers, and optimizing the tech stack is a key enabler of that goal.