{"id":8441,"date":"2022-07-08T16:57:55","date_gmt":"2022-07-08T11:27:55","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=8441"},"modified":"2022-08-30T18:54:16","modified_gmt":"2022-08-30T13:24:16","slug":"what-demand-partners-want-from-publishers-ad-inventory","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/","title":{"rendered":"What SSPs and Ad Networks Want from Publishers&#8217; Ad Inventory","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p>In a previous post, we talked to publishers about keeping both eyes peeled while shortlisting <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-choose-the-right-demand-partner-to-sell-ad-space\/\" rel=\"noopener\">technology partners to sell inventory<\/a> with. That being said, there are two sides to every coin.<\/p>\n<p><strong>No demand source relies entirely on a metric-based benchmark to evaluate publisher\u2019s ad inventory for sale on its platform.<\/strong>&nbsp;Why? Because numbers can be fraudulent. Also, relying entirely on automation could eliminate the possibility of cashing in on changing advertiser demands. It could mean missed business opportunities.<\/p>\n<p>While you are weighing pros and cons of demand platforms, they too are scrutinizing you.&nbsp;Here\u2019s what demand sources usually want from publishers\u2019 <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-determine-the-value-of-your-ad-inventory\/\">ad inventory<\/a>:<\/p>\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\/what-demand-partners-want-from-publishers-ad-inventory\/#Brand-Safe_Content\" >Brand-Safe Content<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/#Human_Traffic\" >Human Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/#Valuable_Audience_Segments\" >Valuable Audience Segments<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Brand-Safe_Content\"><\/span>Brand-Safe Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><em>Marketers object to having their ads placed against objectionable content.<\/em><\/p>\n<p>Ever since Times Inc. shined a light on ad tech platforms \u2018enabling\u2019 the spread of hate content, every ad tech platform worth its salt is making a concentrated effort to follow brand-safety guidelines.<\/p>\n<p>For reasons of brand-safety, <a target=\"_blank\" href=\"https:\/\/digiday.com\/media\/breitbart-ads-plummet-nearly-90-percent-three-months-trumps-troubles-mount\/\" rel=\"noopener\">Breitbart lost 90% of its brand advertisers.<\/a>&nbsp;Ad tech platforms collectively got a sharp rap on the knuckles for turning a blind eye to a pervasive issue. Amazon is still dealing with the fallout with petitions to stop providing services to Breitbart. The dreadful \u2018duopoly\u2019 of Google and Facebook had to fast-track a bunch of changes to their ad platforms just to win back advertiser trust.<\/p>\n<p>This meant <em>finally<\/em>&nbsp;allowing third-party verification within their &#8216;<a href=\"https:\/\/www.adpushup.com\/blog\/walled-garden-in-adtech\/\">walled gardens<\/a>&#8216;. But what classifies as brand-safe for one advertiser may not be so for another.<\/p>\n<blockquote><p>Consider a major airline. For obvious reasons, an advertiser in this space might not want the brand\u2019s ad to appear next to an article about significant plane delays. Meanwhile, for countless other advertisers, delivering an ad to a consumer in this content would be completely benign.<\/p>\n<p style=\"text-align: right;\">&#8211; via vCE Charter Study<\/p>\n<\/blockquote>\n<p>Here&#8217;s a list of content categories considered &#8220;not brand safe&#8221; across the board, in&nbsp;<a target=\"_blank\" href=\"http:\/\/www.iab.net\/media\/file\/vCECharterStudy.pdf\" rel=\"noopener\">vCE Charter Study<\/a>:<\/p>\n<ul>\n<li>Piracy and Copyright Theft<\/li>\n<li>Criminal Skills \/ Hacking<\/li>\n<li>Illegal Drugs \/ Marijuana<\/li>\n<li>Spam URLs<\/li>\n<li>Botnet<\/li>\n<li>Command Control Centers<\/li>\n<li>Comprised and Links to Malware \/ Malware Distribution Point<\/li>\n<li>Phishing \/ Fraud \/ Spyware and Questionable Software<\/li>\n<li>Torrent Repositories<\/li>\n<li>Hate Speech<\/li>\n<li>Pay to Surf<\/li>\n<li>Adult Content<\/li>\n<li>Content Server<\/li>\n<li>Private IP Address<\/li>\n<li>Redirects<\/li>\n<\/ul>\n<p>Most brand-name advertisers stay well away from sites under these categories. For this reason, if your site is rejected by an ad network \/ exchange, make sure to ask the reason why. If your website raised any brand-risk flags, allow the verification vendor that flagged you to monitor ad calls and resolve this issue.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Human_Traffic\"><\/span>Human Traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><i>&#8220;Print never had this problem!&#8221;<\/i><\/p>\n<p>Fraudsters steal from advertisers <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/publishers-guide-to-ad-fraud-prevention-in-2017\/\" rel=\"noopener\">as well as publishers<\/a>, while ad tech companies continue to get their cut like everything&#8217;s cool.<\/p>\n<blockquote><p>The ad fraud problem is so rampant that 37% of advertisers say they are willing to pay an 11% premium or more for MRC-certified, human traffic, according to IAB\u2019s Internet Advertising Report. By tackling ad fraud, [ad tech] players have the opportunity to protect their brand clients and reduce the investment wasted on fraudulent traffic.<\/p>\n<p style=\"text-align: right;\">&#8211; Eric Monian, Amobee (via <a target=\"_blank\" href=\"https:\/\/adexchanger.com\/data-driven-thinking\/the-catch-22-of-ad-fraud-and-verification\/\" rel=\"noopener\">AdExchanger<\/a>)<\/p>\n<\/blockquote>\n<p>Once Methbot revealed the scale of the problem and Marc Pritchard&#8217;s blunt ultimatum slapped the industry awake, everyone came together to fight fraud. Today, &#8216;premium&#8217; inventory is described as &#8216;brand-safe and viewable (by humans, that is<em>)&#8217;.<\/em><\/p>\n<p>Sounds terrific! For publishers, however, this means putting up with third-party verification vendors. And therein lies a whole host of complications.<\/p>\n<p>The first of these is a lack of standardized methods for detecting and flagging <a href=\"https:\/\/www.adpushup.com\/blog\/identify-bot-traffic\/\">bot traffic<\/a>. What one vendor categorizes as \u2018fraudulent\u2019 may not raise any flags for another.<\/p>\n<blockquote><p>Due to the competitive nature of the brand-safety players, there is a \u201cblack box\u201d factor as to why one vendor categorizes a site as fraudulent, but another does not. <a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-need-to-know-about-ad-verification-companies\/\">Ad verification<\/a> partners keep a closed lid on their methodologies used to identify traffic as nonhuman, as they would naturally lose competitive advantage by sharing information.<\/p>\n<p style=\"text-align: right;\">&#8211; via AdExchanger<\/p>\n<\/blockquote>\n<p>Now, MRC (<a href=\"https:\/\/www.adpushup.com\/blog\/what-is-media-rating-council\/\">Media Ratings Council<\/a>) guidelines require verification vendors to separate traffic into General (data center traffic, bots and spiders, aka GIVT) and Sophisticated (intentionally misrepresented traffic, aka SIVT) to standardize blacklisting.<\/p>\n<p>Eventually, getting on one vendor\u2019s blacklist may put you on others\u2019 too, essentially marking you as \u201cbad for business\u201d for multiple demand sources.<\/p>\n<p>Publishers need to remember that at the behest of their advertisers, most demand sources will use an <a target=\"_blank\" href=\"http:\/\/mediaratingcouncil.org\/101515_IVT%20Addendum%20FINAL%20(Version%201.0).pdf\" rel=\"noopener\">MRC-accredited<\/a> third-party verification vendor like Neilsen, Moat, comScore, etc. to screen websites before on-boarding them. If you&#8217;ve been rejected before by an ad network or exchange due to reasons of IVT, ask about the verification vendor that marked your site and reach out to them to resolve the issue.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Valuable_Audience_Segments\"><\/span>Valuable Audience Segments<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A metric for scale, like x MM Pageviews \/month, usually bars the entry to all demand platforms.<\/p>\n<p>But here\u2019s the catch: many demand partners <em>will <\/em>overlook those numbers if your <a href=\"https:\/\/www.adpushup.com\/blog\/audience-segmentation\/\">audience segments<\/a> are worth it to them.<\/p>\n<blockquote><p>Thresholds like unique visitors per month are too simplistic, because not all uniques have the same value to advertisers. If you are below the threshold but can demonstrate that you have more valuable kinds of UVs, then they may be more likely to want you on board.<\/p>\n<p style=\"text-align: right;\">&#8211; Scott Kevill, GameRanger<\/p>\n<\/blockquote>\n<p>Sites that can boast of traffic with high buyer intent, for instance, are prized commodities \u2014 the closer your visitors are to the bottom of a marketing \/ sales funnel, the more valuable they are to advertisers. Product or price-comparison websites (aka, shopbots) are almost always in demand for precisely this reason.<\/p>\n<p>Audiences with active buyer-intent for automobiles or health or financial services are top shelf segments and could well prompt the demand sources to be more flexible.<\/p>\n<p>Location data works wonders too. An online publisher with an audience of New York residents would be prime audiences for many demand sources. Being a small part of a larger media network almost always helps, for strategic reasons.<\/p>\n<p>Niche matters. There\u2019s always an over-supply of impressions from news&nbsp;and entertainment content.&nbsp; For this reason, <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/7-niche-ad-health-fitness-ad-networks-publishers\/\" rel=\"noopener\">niche ad networks<\/a> will be flexible for quality inventory, but it\u2019s not unheard of for larger ad networks \/ exchanges to overlook a publication\u2019s scale in favor of relevant audiences in specific verticals, depending on their requirements at a given time.<\/p>\n<p>No respectable demand platform wants to be responsible for flushing ad spend down the toilet. James Hume of Neverstill Media says, \u201cIt\u2019s not out of ordinary. I\u2019ve heard tales of publishers getting denied due to reasons of crappy viral content and\/or paid traffic.\u201d Such content lacks context and its audience lacks value for advertisers who want conversions.<\/p>\n<p>A demand partner wants publishers that can uphold its reputation and provide value to its advertisers. And that&#8217;s subjective. Until every demand partner feels like being more open about their supply-side policies (much like Google with its <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/adsense-now-flags-individual-pages-for-policy-violations-no-site-wide-bans\/\" rel=\"noopener\">policy center update<\/a>), it\u2019d be wise to remember that the approval criteria of an <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a> or exchange are not writ in stone and is subject to change.<\/p>\n<p>But now that you know what they want, perhaps you can try and cut yourself a better deal.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>In a previous post, we talked to publishers about keeping both eyes peeled while shortlisting technology partners to sell inventory with. That being said, there are two sides to every coin. No demand source relies entirely on a metric-based benchmark to evaluate publisher\u2019s ad inventory for sale on its platform.&nbsp;Why? Because numbers can be fraudulent.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":8444,"comment_status":"closed","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":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","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":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6440],"tags":[],"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>What SSPs and Ad Networks Want from Publishers&#039; Ad Inventory<\/title>\n<meta name=\"description\" content=\"As you weigh the pros and cons of demand platforms, they are also scrutinizing you. Read to know demand sources usually wanted from publishers&#039; ad inventory.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What SSPs and Ad Networks Want from Publishers&#039; Ad Inventory\" \/>\n<meta name=\"twitter:description\" content=\"As you weigh the pros and cons of demand platforms, they are also scrutinizing you. Read to know demand sources usually wanted from publishers&#039; ad inventory.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/06\/article-0-0C68E04100000578-153_468x348.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/06\/article-0-0C68E04100000578-153_468x348.jpg\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/06\/article-0-0C68E04100000578-153_468x348.jpg\",\"width\":467,\"height\":327},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/\",\"name\":\"What SSPs and Ad Networks Want from Publishers' Ad Inventory\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/#primaryimage\"},\"datePublished\":\"2022-07-08T11:27:55+00:00\",\"dateModified\":\"2022-08-30T13:24:16+00:00\",\"description\":\"As you weigh the pros and cons of demand platforms, they are also scrutinizing you. 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