تمثل عائدات Advertisements vital for website owners Websitesas it funds the budget needed to provide the content readers want. Unfortunately,

some website owners fail to grow their ad revenue because strict strategies block many ads,

putting the future of the industry at risk.

Many content companies have made strenuous efforts to build relationships with readers, but website owners are also under pressure to demonstrate measurable returns

on ad placements.

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Ad Viewability

Advertisers are raising concerns about ad viewability—the likelihood that someone will actually see an ad. Traditional metrics are inaccurate, which

negatively affects ad effectiveness. This makes it necessary to develop a revenue model that works for all stakeholders in the industry, including publishers and advertisers,

أو الجمهور.

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حوار ضروري

I recently spoke with Imonomy CEO Oren Dror about the content monetization ecosystem and the need for better solutions,

Here’s our conversation:

What does Imonomy do, and how does it help publishers monetize their content?

Imonomy, a leading image advertising platform, helps publishers tackle this challenge by analyzing how to optimize its offerings across publisher websites.

It dynamically places ads based on the ad inventory that attracts the most bids. This feature has delivered promising results, with

Imonomy’s beta—which rolled out viewability optimization to all publishers in September—increasing revenue for participating publishers

by 15% to 20%.

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Ad Impressions

Why is the online publishing industry still focused on ad impressions rather than capturing audience attention with ad content that delivers real value

to readers? And what is Imonomy’s long-term role?

Clearly, the industry should measure results by viewability and relevance rather than ad impressions. Publishers understand the importance of the ecosystem

and are embracing ad technology innovations that make ads more engaging, improve the ad experience, and increase engagement and revenue.

Display advertising offers a sustainable long-term model for ads that deliver real value to readers. Our solutions provide engaging, relevant offers,

Consumers feel the results.

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Content Isn’t Free

Consumers are wary of sponsored content that lacks credibility. Do you think publishers need to make a strong case for advertising when it comes to

keeping the internet free?

Yes, as you said yourself: content isn’t really free—it has a cost. So if publishers need to make a strong case for ad-supported content, they have to do their part

To deliver better advertising experiences by providing users with relevant ads.

And I believe that if the industry adopted an approach focused more on its audience, readers would be more willing to accept ads in exchange for content. Audiences are an essential part

of the industry ecosystem.

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Ad-Blocking Tools

To what extent do you think advertisers and publishers are responsible for the ads that appear?

Publishers want better revenue streams in a competitive online environment, so they often place as many ad units on a page as possible, including

intrusive ad formats that are supposed to increase their revenue. Although this monetization strategy worked for years, it won’t work anymore,

Users are no longer willing to put up with poor ad experiences, so they’re fighting back with ad blockers. Improving ad quality is

equally important.

Publishers need to improve tracking, ensure brand safety with trusted partners, and adopt industry best practices

to improve the user experience.

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أفكار مدهشة

What are some of the more surprising insights you’ve learned about better ad placement?

We’ve repeatedly found that when ads are dynamically placed to maximize viewability, users are more likely to engage and interact,

This means advertisers won’t pay for ads that can’t be seen.

Publishers and advertisers often assume that ads at the top of a page get the most views, but ads placed midway down

the page are often more engaging, because readers who scroll down tend to be more engaged. Interestingly, ads displayed at the bottom of

mobile web pages often have the highest viewability and engagement rates.

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Improving the ecosystem

By shifting their focus from ad impressions to ads that customers actually see, publishers and advertisers have realized they can generate

higher revenue while delivering compelling experiences to their audiences.

Clearly, what works for one website and audience won’t necessarily work for others. However, all publishers and advertisers can run optimal experiments

for their audiences using viewability optimization, resulting in more sustainable revenue.