{"id":14203,"date":"2025-01-20T10:15:00","date_gmt":"2025-01-20T04:45:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=14203"},"modified":"2025-07-16T17:21:00","modified_gmt":"2025-07-16T11:51:00","slug":"january-ad-revenue-drop","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/","title":{"rendered":"January Ad Revenue Drop: What to Do About it in Q1?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fffaee;font-size:20px\"><span id=\"speechify-first-word-listening-nudge-root-0\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-0\">Navigating the ad<\/span> revenue dip in January can be a puzzle for publishers, but fear not! Our blog unveils 11 strategic moves that turn challenges into opportunities. Dive in for a captivating exploration.<\/p>\n\n\n\n<p>After experiencing a fruitful festive season around November and December, publishers have to deal with the January revenue drop. In this month, publishers across the globe experience fluctuations in revenue, often on the downside. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Not only media publishers but video publishers (YouTubers) and eCommerce also experience the same. This makes January revenue drop (or January Slump), a common <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/blog.google\/products\/adsense\/your-google-adsense-seasonal-guide\/\" target=\"_blank\">seasonality effect in ad tech<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-wp-embed is-provider-wistia-inc wp-block-embed-wistia-inc wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"Maximize your ad revenue - Wrappers, AdSense, Partners &amp; more Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/pgvykbnvfj?dnt=1#?secret=1GrQXgM3qe\" data-secret=\"1GrQXgM3qe\" frameborder=\"0\" scrolling=\"no\" width=\"770\" height=\"433\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/#Why_Do_Publishers_Experience_the_January_Slump\" >Why Do Publishers Experience the January Slump?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/#Top_11_Strategies_for_Publishers_to_Overcome_January_Slump\" >Top 11 Strategies for Publishers to Overcome January Slump<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-why-do-publishers-experience-the-january-slump\"><span class=\"ez-toc-section\" id=\"Why_Do_Publishers_Experience_the_January_Slump\"><\/span>Why Do Publishers Experience the January Slump? <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If compared to Q4 earnings, publishers see a significant decrease in their ad revenue.<\/p>\n\n\n\n<p>Here is a graph showing ad revenue fluctuations:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"800\" height=\"450\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/01\/January-slump-ad-revenue-by-month.png\" alt=\"January slump - ad revenue by month\" class=\"wp-image-17669\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/01\/January-slump-ad-revenue-by-month.png 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/01\/January-slump-ad-revenue-by-month-300x169.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/01\/January-slump-ad-revenue-by-month-768x432.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/01\/January-slump-ad-revenue-by-month-150x84.png 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p><strong>Notice the decrease in revenue in January? <\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>We calculated this by evaluating the monthly <a href=\"https:\/\/www.adpushup.com\/blog\/ecpm-vs-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCPM<\/a> of the publishers in our network based on the data collected from almost 4 billion <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-an-ad-impression\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad impressions<\/a>. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Here, the relative index shows the ratio of the <em>average eCPM of each month<\/em> from January onwards to December divided by the <em>maximum eCPM for all 12 months<\/em> times 100.<\/p>\n\n\n\n<p><em>Relative Index = (Avg. eCPM \/ Max. eCPM) * 100<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Using the relative index metric, you can see the change in monthly earnings of publishers, with respect to their maximum earnings, to get a better idea about a decrease in January revenue.<\/p>\n\n\n\n<h3 id=\"h-4-most-common-reasons-behind-the-january-slump\">4 Most Common Reasons Behind the January Slump<\/h3>\n\n\n\n<p>While it could be difficult to pinpoint the exact reasons behind the January slump, here are the three major factors affecting ad revenue around this month:<\/p>\n\n\n\n<h4 id=\"h-1-traffic-decline-and-low-impressions\">1. Traffic Decline and Low Impressions<\/h4>\n\n\n\n<p>Towards the end of the holiday season\u2014with Thanksgiving, Christmas, and New Year in a row\u2014users\u2019 browsing, online shopping, and gift-purchasing behaviors get back to normal. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This sudden change in browsing behavior results in a noticeable <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-causes-sudden-traffic-decline-and-how-to-fix-it\/\" target=\"_blank\">decrease in traffic<\/a>. Consequently, the decrease in website traffic also takes a toll on the impression count.<\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-17\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-17\" style=\"opacity: 1;\">Simply put, the<\/span> advent of January puts an end to the festive season, thereby reducing the purchasing interest of users. If you have experienced the same, your Google Analytics account should show you the details of traffic changes.&nbsp;<\/p>\n\n\n\n<h4 id=\"h-2-fall-in-ad-fill-rate\">2. Fall in Ad Fill Rate<\/h4>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-19\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-19\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-18\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-18\" style=\"opacity: 1;\">Generally, publishers are<\/span><\/span> recommended to increase their <a href=\"https:\/\/www.adpushup.com\/blog\/what-should-i-consider-while-setting-floor-prices\/\" target=\"_blank\" rel=\"noreferrer noopener\">floor prices<\/a> to improve earnings during the holiday season. However, towards the end of the holidays, publishers should also keep in mind to readjust the floor price of their <a href=\"https:\/\/www.adpushup.com\/blog\/ad-inventory-management-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad inventory<\/a>. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>If floor prices are mishandled, it leads to a decrease in <a href=\"https:\/\/www.adpushup.com\/blog\/ad-fill-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad fill rate<\/a> as inventory price might not seem justified to buyers.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This happens mainly because of the decrease in demand for ad inventory, as users are less engaged and, accordingly, buyers prefer to go easy on their advertising budgets (we\u2019ll discuss this later in this post).&nbsp;<\/p>\n\n\n<style>@media (max-width:480px){#cp_calculatedfieldsf_pform_1{min-height:1308px;}}@media (max-width:768px){#cp_calculatedfieldsf_pform_1{min-height:462px;}}@media (max-width:1024px){#cp_calculatedfieldsf_pform_1{min-height:409px;}}@media (min-width:1024px){#cp_calculatedfieldsf_pform_1{min-height:1177px;}}<\/style><form name=\"cp_calculatedfieldsf_pform_1\" id=\"cp_calculatedfieldsf_pform_1\" action=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop\/\" method=\"post\" enctype=\"multipart\/form-data\" onsubmit=\"return fbuilderjQuery.fbuilder.doValidate(this);\" class=\"cff-form no-prefetch  cff-form-8 cp_cff_11\"  data-nonce=\"4a6d0b060f\">\n<input type=\"hidden\" name=\"cp_calculatedfieldsf_pform_psequence\" value=\"_1\" \/>\n<input type=\"hidden\" name=\"cp_calculatedfieldsf_id\" value=\"8\" \/>\n<input type=\"hidden\" name=\"cp_ref_page\" value=\"https:\/\/www.adpushup.com\/blog\" \/>\n<pre style=\"display:none !important;\"><script data-category=\"functional\" type=\"text\/javascript\">form_structure_1=[[{\"form_identifier\":\"\",\"name\":\"fieldname1\",\"shortlabel\":\"\",\"index\":0,\"ftype\":\"fnumber\",\"userhelp\":\"You can ask your ad network or vendor to share total impressions\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"Total ad impressions:\",\"predefined\":\"\",\"predefinedClick\":false,\"required\":true,\"exclude\":false,\"readonly\":false,\"size\":\"medium\",\"thousandSeparator\":\"\",\"decimalSymbol\":\".\",\"min\":\"\",\"max\":\"\",\"formatDynamically\":false,\"dformat\":\"digits\",\"formats\":[\"digits\",\"number\",\"percent\"],\"fBuild\":{},\"parent\":\"\"},{\"form_identifier\":\"\",\"name\":\"fieldname2\",\"shortlabel\":\"\",\"index\":1,\"ftype\":\"fnumber\",\"userhelp\":\"You can ask your ad network or vendor to share total ad requests\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"Total ad requests:\",\"predefined\":\"\",\"predefinedClick\":false,\"required\":true,\"exclude\":false,\"readonly\":false,\"size\":\"medium\",\"thousandSeparator\":\"\",\"decimalSymbol\":\".\",\"min\":\"\",\"max\":\"\",\"formatDynamically\":false,\"dformat\":\"digits\",\"formats\":[\"digits\",\"number\",\"percent\"],\"fBuild\":{},\"parent\":\"\"},{\"dependencies\":[{\"rule\":\"\",\"complex\":false,\"fields\":[\"\"]}],\"form_identifier\":\"\",\"name\":\"fieldname4\",\"shortlabel\":\"\",\"index\":2,\"ftype\":\"fCalculated\",\"userhelp\":\"\",\"userhelpTooltip\":false,\"tooltipIcon\":false,\"csslayout\":\"\",\"title\":\"Ad fill rate (%):\",\"predefined\":\"\",\"required\":false,\"exclude\":false,\"size\":\"medium\",\"eq\":\"fieldname1*100\\\/fieldname2\",\"suffix\":\"\",\"prefix\":\"\",\"decimalsymbol\":\".\",\"groupingsymbol\":\"\",\"readonly\":true,\"currency\":false,\"noEvalIfManual\":true,\"formatDynamically\":false,\"hidefield\":false,\"fBuild\":{},\"parent\":\"\"}],{\"0\":{\"title\":\"Ad Fill Rate\",\"description\":\"Calculate what's your fill rate for the inventory\",\"formlayout\":\"left_aligned\",\"formtemplate\":\"cp_cff_11\",\"evalequations\":1,\"evalequationsevent\":2,\"loading_animation\":0,\"autocomplete\":1,\"persistence\":0,\"customstyles\":\"\"},\"formid\":\"cp_calculatedfieldsf_pform_1\"}];<\/script><\/pre>\n<div id=\"fbuilder\">\n\t\t<div id=\"fbuilder_1\">\n\t\t<div id=\"formheader_1\"><\/div>\n\t\t<div id=\"fieldlist_1\"><\/div>\n\t\t<div class=\"clearer\"><\/div>\n\t<\/div>\n<\/div>\n\t<div id=\"cp_subbtn_1\" class=\"cp_subbtn\" style=\"display:none;\"><\/div><div class=\"clearer\"><\/div>\n\t<input type=\"hidden\" id=\"_cpcff_public_nonce\" name=\"_cpcff_public_nonce\" value=\"93cc451881\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/blog\/wp-json\/wp\/v2\/posts\/14203\" \/><\/form>\n\t\n\n\n\n<h4 id=\"h-3-decrease-in-cpm\">3. Decrease in CPM<\/h4>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-22\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-22\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-24\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-24\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-23\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-23\" style=\"opacity: 1;\">Even if publishers<\/span><\/span><\/span> slash down their floor prices after the holiday season, the ad revenue doesn\u2019t necessarily show an upward trend. This is because of the <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-should-know-about-the-january-cpm-slump\/\" target=\"_blank\">CPM drop in January<\/a> that happens during this seasonal effect.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-25\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-25\" style=\"opacity: 1;\">A drop in<\/span> the <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPM<\/a> rate cancels out most of the efforts made by publishers. No matter the improvements that are made to the inventory, chances are, the profits might not be the same as in Q4, with the market not offering the same CPM.<\/p>\n\n\n\n<h4 id=\"h-4-impact-of-advertiser-s-budget-allocation\">4. Impact of Advertiser\u2019s Budget Allocation<\/h4>\n\n\n\n<p>With the start of a new year, advertisers and marketers also start by allocating new budgets for upcoming projects and tasks. <\/p>\n\n\n\n<p>To make their budgets last longer, advertisers play cost-effective when it comes to advertising spending. It is important to note that a slight decline in an ad publisher\u2019s revenue not just happens in January but in the starting month of any quarter. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In a nutshell, advertisers allocate a minimum budget in January, making it a low-earning month for publishers. They decrease the CPM rates on their campaigns, making publishers either sell their inventory at a lower price or show <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/reduce-unfilled-impressions\/\" target=\"_blank\">unfilled impressions<\/a>.<\/p>\n\n\n\n<h2 id=\"h-top-11-strategies-for-publishers-to-overcome-january-slump\"><span class=\"ez-toc-section\" id=\"Top_11_Strategies_for_Publishers_to_Overcome_January_Slump\"><\/span>Top 11 Strategies for Publishers to Overcome January Slump<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"768\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/06\/AD-REVENUE.png\" alt=\"January Slump\" class=\"wp-image-20087\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/06\/AD-REVENUE.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/06\/AD-REVENUE-300x225.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/06\/AD-REVENUE-768x576.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2021\/06\/AD-REVENUE-150x113.png 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Ad revenue slump starts in January and shows a major impact in the starting weeks. The first suggestion for publishers should be to stop panicking. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-33\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-33\" style=\"opacity: 1;\">A drop in<\/span> ad revenue may seem scary at first. However, publishers should treat it as a <a href=\"https:\/\/www.adpushup.com\/blog\/seasonality-trends-in-ad-tech-industry-a-guide-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">seasonal trend<\/a> that should resolve with time once the slump clears.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Meanwhile, here are measures publishers can take to avoid further damage to the revenue and generate more profit:<\/p>\n\n\n\n<h3>1. <strong>Try Setting a Lower Floor Price <\/strong><\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-36\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-36\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-35\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-35\" style=\"opacity: 1;\">As mentioned above,<\/span><\/span> readjusting the floor prices can help you increase fill rates on your website. A high floor price must have given you ideal returns in December, but that may harm your inventory in January. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Most advertisers reduce the amount spent on ad campaigns. Therefore, by reducing floor prices, you can get an increased number of deals, avoid <a href=\"https:\/\/www.adpushup.com\/blog\/reduce-unfilled-impressions\/\">unfilled impressions<\/a>, and stabilize your revenue drop.&nbsp;<\/p>\n\n\n\n<h3>2. <strong>Experiment with Private Marketplace (PMP) Deals<\/strong> <\/h3>\n\n\n\n<p>Automatic auctions are a boon for publishers without a doubt, but <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-make-most-out-of-pmp-deals\/\" target=\"_blank\" rel=\"noreferrer noopener\">PMP deals<\/a> can add significant value to your inventory. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-40\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-40\" style=\"opacity: 1;\">With PMP deals,<\/span> the whole process will become more transparent, and you will be able to invite advertisers who are actually interested in buying your inventory. This, in turn, will result in higher <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ecpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCPM<\/a>.<\/p>\n\n\n\n<h3><strong>3. Continue With Relevant Content<\/strong><\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-42\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-42\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-41\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-41\" style=\"opacity: 1;\">Yes, there is<\/span><\/span> a decrease in the traffic and fill rate. However, soon the traffic and revenue will start to stabilize. Hence, to keep your users engaged, you\u2019d need to continue feeding them with relevant and quality content. This is needed to gradually increase and improve engagement and hence the ad revenue.<\/p>\n\n\n\n<h3>4. Rethink Your Ad Strategy<span id=\"speechify-first-word-listening-nudge-root-44\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-44\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-43\" style=\"position: absolute; z-index: 10000;\"><span role=\"button\" tabindex=\"0\" class=\"speechify-1yd8ftj\" style=\"width: 250px; left: -39px;\"><\/span><\/span><\/span><\/h3>\n\n\n\n<p>Your ad strategy shouldn\u2019t stay static\u2014it deserves a fresh perspective every year to keep your revenue growing. <\/p>\n\n\n\n<p>Ad unit placement doesn\u2019t have to be one-size-fits-all or fixed year-round. If you typically favor a conservative setup, January could be the perfect time to test a more robust layout. Be intentional with your changes\u2014rather than increasing units sitewide, focus on high-performing content segments for a temporary boost that delivers measurable results.<\/p>\n\n\n\n<h3><strong>5. Improve Website SEO<\/strong><\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-48\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-48\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-47\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-47\" style=\"opacity: 1;\">This includes content<\/span><\/span> quality, website health, and <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/10-seo-experts-reveal-their-keyword-research-techniques\/\" target=\"_blank\">keyword optimization<\/a>. During the slump, you can\u2019t afford to lose ranking keywords. As a practice, monitor your current rankings and introduce more keywords to your database to keep up with the search engines.<\/p>\n\n\n\n<h3><strong>6. Optimize your Header Bidding Setup<\/strong> <\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-50\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-50\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-49\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-49\" style=\"opacity: 1;\"><a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Header bidding <\/a>enables<\/span><\/span> higher competition on publishers\u2019 inventory. It helps them reach out to buyers across the globe and sell their inventory at a greater value. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Furthermore, publishers can also compete among different auctions, like running <\/p>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/blog\/how-does-open-bidding-work-in-google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">open bidding <\/a>and header bidding, to avoid unfilled impressions.&nbsp;It\u2019s clear that header bidding has numerous advantages, but in order to take advantage of it, publishers should also focus on enhancing its performance. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-52\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-52\" style=\"opacity: 1;\">Opting for managed<\/span> services and using <a href=\"https:\/\/www.adpushup.com\/blog\/all-about-prebid-server\/\" target=\"_blank\" rel=\"noreferrer noopener\">Prebid<\/a> as a wrapper is a couple of solutions for doing the same. In addition to this, you can also choose to go for server-side header bidding to reduce latency on your website.<\/p>\n\n\n\n<h3>7. <strong>Try Ad Refresh<\/strong> <\/h3>\n\n\n\n<p>Ad refresh is a tricky solution. While it has been found that static inventory works better than reloading inventory, <a href=\"https:\/\/lp.adpushup.com\/ad-refresh-guide\">ad refresh<\/a> can still be of help if users are spending a lot of time on your website. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>However, before implementing it, you should consider user engagement. If you end up using ad refresh for websites where engagement is low, it can harm your revenue generation in the long run.&nbsp;<\/p>\n\n\n\n<h3>8. <strong>Incorporate Web Interstitial Ads <\/strong><\/h3>\n\n\n\n<p>We have already stated that optimizing inventory is a good way to mitigate the damage caused due to the January slump. Adding web interstitials to your offerings can help you achieve the same. <\/p>\n\n\n\n<p>These ad units were launched by Google recently and can increase your revenue significantly. You should consider best practices before implementing these ad formats to get better results.&nbsp;<\/p>\n\n\n\n<h3>9. <strong>Consult Ad Ops Professional<\/strong><\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-60\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-60\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-59\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-59\" style=\"opacity: 1;\">There can be<\/span><\/span> a lot of moving factors in revenue optimization, like ad layout optimization, to understand while keeping up quality content and SEO. In such a case, publishers should consider <a href=\"https:\/\/www.adpushup.com\/blog\/outsourced-ad-ops\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad ops experts<\/a> for assistance. An ad ops expert will constantly monitor the website and improvise as per the coming demand, all for better monetization.<\/p>\n\n\n\n<h3>10. Explore Video Ads<\/h3>\n\n\n\n<p>The next preventive measure for the publishers to break through the January slump is employing video ads. In fact, according to a survey done by <a href=\"https:\/\/wyzowl.s3.eu-west-2.amazonaws.com\/pdfs\/Wyzowl-Video-Survey-2023.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Wyzzowl<\/a>, it has been found out that 91% of consumers want to see more video ads from brands. Moreover, In the US, spending on video ads will rise steadily over the next five years, adding a whopping $35.8 billion (or 46.5%) to the market.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img src=\"https:\/\/lh7-us.googleusercontent.com\/sKxl6uodmc4U-DIlBqhc9ABZtYLDIU2dxpEG9yh4-qRiIdec4kHQJowf_oQul8K4Yn-WykXJj6r_37eL2zKNHouBHid8RzAOAI3vd40boVtxusxsj39A4epjqCC9Xlr3ZP2u-cgCjsAPQ0WAMTozDm0\" alt=\"January Slump\n\"\/><figcaption>Image Source &#8211; <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwiS8-WE5fCDAxU7pGYCHfjXCq8YABAAGgJzbQ&amp;ase=2&amp;gclid=Cj0KCQiAwbitBhDIARIsABfFYIKtOFYL86t3MDa5T8NGwuTuSWwZR9S8rZ766cTYaMYno3gkbW0AMYwaAtYeEALw_wcB&amp;sig=AOD64_1zGJbGW5Y4n24qIZwGk0brfitEXA&amp;q&amp;nis=4&amp;adurl&amp;ved=2ahUKEwj9_9qE5fCDAxXDy6ACHVnwB8MQ0Qx6BAgGEAE\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-63\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-63\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-64\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-64\" style=\"opacity: 1;\">Thus, we suggest<\/span><\/span> adding more <a href=\"https:\/\/www.adpushup.com\/video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">video units<\/a> to the ad requests. Doing so can help you increase the number of ad bids. Plenty of video types are available for publishers in terms of programmatic video advertising. Here are a few of them:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><a href=\"https:\/\/www.adpushup.com\/blog\/instream-vs-oustream-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instream video ads<\/a><\/li><li><a href=\"https:\/\/www.adpushup.com\/blog\/outstream-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Outstream video ads<\/a><\/li><li><a href=\"https:\/\/www.adpushup.com\/blog\/in-banner-video-ads\" target=\"_blank\" rel=\"noreferrer noopener\">In-banner video ads<\/a><\/li><\/ul>\n\n\n\n<h3>11. Optimize Page Load Speed<\/h3>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-65\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-65\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-66\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-66\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-69\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-69\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-68\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-68\" style=\"opacity: 1;\"><span id=\"speechify-first-word-listening-nudge-root-67\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-67\" style=\"opacity: 1;\">Another way to<\/span><\/span><\/span><\/span><\/span> seamlessly navigate through the January slump is improving your site performance. For that, you need to <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-fix-slow-loading-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimize your page load speed<\/a>, which enriches user experience and promotes content engagement.&nbsp;<\/p>\n\n\n\n<p>Quicker loading times not only enhance user satisfaction but also boost the chances of visitors interacting with your content. A faster, more responsive site can contribute to improved SEO rankings and increased visitor retention rates.&nbsp;<\/p>\n\n\n\n<p><span id=\"speechify-first-word-listening-nudge-root-71\" style=\"position: absolute; z-index: 10000;\"><\/span><span id=\"speechify-first-word-listening-nudge-71\" style=\"opacity: 1;\">Furthermore, prioritizing speed<\/span> optimization is crucial in a mobile-first environment, where sluggish loading can greatly affect the experience of mobile users and the overall effectiveness of your site in reaching a diverse audience. <\/p>\n\n\n\n<h2 id=\"h-final-thoughts\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Final Thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>January slump is a completely normal pattern, and it would be best for publishers not to worry about it too much. We advise publishers to use this time of the year to experiment with innovative solutions and come up with new strategies. This will help them to get improved results in the long run.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For the time being, however, you should focus on the tips provided above to make sure that you get as many returns as possible.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left has-background\" style=\"background-color:#fff1f5;font-size:18px\"> Looking to manage ad revenue drops? <a href=\"https:\/\/www.adpushup.com\/publisher\/get-started\/?utm_campaign=Inbound&amp;utm_source=Website&amp;utm_medium=Navbar\">Let&#8217;s get in touch with our experts<\/a>!<\/p>\n\n\n\n<h2 class=\"has-text-align-center\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1705921988391\"><strong class=\"schema-faq-question\">1. Why is ad revenue low in January?<\/strong> <p class=\"schema-faq-answer\">Ad revenue is low in January due to various reasons such as a fall in the ad rates, declined traffic, lower CPMs, and a lot more. It&#8217;s essential to recognize and navigate these dynamics strategically to mitigate the impact of the January ad revenue decline.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1705922426865\"><strong class=\"schema-faq-question\">2. Why is CPM so low in January?<\/strong> <p class=\"schema-faq-answer\">CPM tends to dip in January as advertisers heavily spend their ad budget during the Christmas season. They often pause or reduce their campaigns to manage budgets more efficiently. This move is aimed at curbing spending during a month when consumer engagement typically decreases, impacting publishers who experience a decline in CPM during this period.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Navigating the ad revenue dip in January can be a puzzle for publishers, but fear not! Our blog unveils 11 strategic moves that turn challenges into opportunities. Dive in for a captivating exploration. After experiencing a fruitful festive season around November and December, publishers have to deal with the January revenue drop. In this month,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":60,"featured_media":30706,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2021-06-10T14:16:12Z","apple_news_api_id":"c49dbd8c-84b7-4e3a-90e6-23dbbc4bad63","apple_news_api_modified_at":"2021-06-11T10:50:25Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAACw==","apple_news_api_share_url":"https:\/\/apple.news\/AxJ29jIS3TjqQ5iPbvEutYw","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6447],"tags":[10717,10994,10993,10992],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top 11 Strategies for Publishers to Beat January Ad Revenue Drop in 2024<\/title>\n<meta name=\"description\" content=\"January ad revenue drop is a seasonal trend experienced by all publishers. 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