Phew….We have been busy lately. And, good news – intelligent PASSBACK tags will be available in mid November!
What are PASSBACK tags?
Ad networks don’t always have an ad to serve for every impression a publisher sends them. So what do they do when they don’t have ads to serve? Correct: serve defaults or PSAs. In short, they serve ads that make no money for the publisher.
However, most of the ad networks allow a publisher to setup a backfill Ad Tag which the ad network will call when they don’t have any ads to serve. This is good, but not GREAT. Why? This means one would have to change the backfill tags every time ad network eCPMs change. That’s too much work and waste of precious time.
This is where ZEDO’s PASSBACK Tag steps in to make some MORE money for publishers. Now our AdNet RevMax product allows you to sequence ads in order of the highest eCPM for each country/ ad dimension combination. When setup as backfill with ad networks, the PASSBACK tag will automatically serve the next ad on “Ranks Ads” (sequencing dashboard). So all you have to do is use AdNet RevMax and rank your ads by highest eCPM for each country/ ad dimension combination.
It’s simple but very intelligent. Intelligent because it keeps track of all the ad networks that don’t have any ads to serve for the day and serves an ad from the next high paying ad network.
So what do you think? Want to increase fill rates and make MORE money? Then get in touch with your account manager. (If you don’t have an account manager, email email@example.com.)