Before you begin: First, make sure you have an existing Google Ad Exchange account. Check with your Google Account Manager to ensure that there is nothing on that end to prevent proper EB set up.
Any recent or ongoing traffic- or site quality-related flags, or notification-related issues from Google may cause issues. Make sure that you know which inventory parameters are most likely to get the highest performance from your different Yield Partners.
Understand these parameters. Contact them regarding their Pretargeting?
Experiment with different integrations and identify what works best with your strategy and your revenue goals. For example, if you have 8 available Yield Partners, try exchange additional earnings on the Internet a few of them in a specific Yield Group targeted to only US or Mobile traffic.
Ad Manager will pass a dynamic price floor calculation for inventory included in your EB Yield Group. Finally, Exchange Bidding should be looked at as a part of an overall site inventory monetization strategy.
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Simply sending ad requests for the same inventory via multiple channels may not equate to long-term success if done in a vacuum.
Rather, recognizing and managing what channels and what partner combinations within channels perform best is the ideal way to ensure ongoing success—and more revenue to put back into your business. We offer consulting, training, and full ad stack management.