Content Ignite launches Version 2 of their Publisher Health Checks

When we launched v1 of our publisher health checks, our goal was to empower publishers with information, to centralise as much as we could about what buyers see about them, and therefore what might effect monetisation.

With v2 we have taken that even further! More 3rd party data sources from industry leaders and more areas of publisher tech covered. In addition, see benchmarks to gauge where you sit compared to your peers. Our focus is now squarely on actionable insights that can make a real impact, still free of charge, just to help you help yourself, so lets dive in.

Overview: Health score insights

Our health checks have been around long enough now that most publishers will have seen a report (if not, make sure you reach out!). So we now have the power to look at how you are improving and where you sit amongst your peers. It’s important if your score shows room for improvement, that you are taking action, and improving over time to prevent any lasting impact. Our docs site gives tons of pointers on how to fix any section flagged for improvement, so work with your internal teams and the account manager at CI and we’ll have that health score polished up through our crawl-walk-run timeline.

Header bidding

There are pros and cons to header bidding, but the results of increasing auction pressure are as clear as day; header bidding adds revenue. Through Prebid and Amazons TAM, additional auctions open up unique demand and ensures your inventory commands the price it deserves.

Our new header bidding section provides invaluable insight into the inclusion of both solutions, but also into Prebid versions (Prebid gets updated roughly every 2 weeks, are you running the latest?) as well as insights into your time out values and number of bidders.

With the biggest downside to client side header bidding being demand on client resource, ensuring you balance the number of bidders and their time out is incredibly important. Our insights, combined with years of experience have allowed us to identify the sweet spot and ensure you have full transparency on where you sit, and what you have running on your site.

And if things are not looking ideal? We’ll we can always lend a hand with our Fusion wrapper, free of charge (unlike some others) and kept up-to-date and defaults to best practice, all with the ability to mix your own demand and ours; something that can truly empower you to trial new SSPs quickly and easily without the upfront legal legwork.

Ethical media

There is a slow shift happening, over to sustainable and ethical goals from both sides of the playing field. Advertisers have targets to meet, and with the right tools in place and the right focus, publishers can unlock this dedicated advertiser spend.

Our connections with companies such as GoodLoop, allow us to report on the same scores that advertisers buy against, showing you what you may need to do in order to improve your rating, and get yourself on the “green” list.

This is an area that will continue to grow, so now is the opportunity to grow with it and not find yourself playing catch up in the future.

Maximising Your Website’s Health Score: An In-Depth Publisher Guide

1. Ads.txt: Increasing Transparency and Fighting Fraud

Overview:

Ads.txt (Authorised Digital Sellers) is an industry-standard file designed to increase transparency and combat fraud in programmatic advertising. By publicly listing the authorised sellers of your ad inventory, you ensure that only trusted partners can sell your ad space, reducing the risk of domain spoofing and unauthorised reselling. This initiative by the Interactive Advertising Bureau (IAB) helps maintain a transparent supply chain, making it easier for advertisers to identify legitimate publishers.

An up-to-date and accurate ads.txt file is crucial for building trust with advertisers and demand-side platforms (DSPs). When your ads.txt file is well-maintained, it signals to advertisers that you prioritise transparency and quality, making your inventory more attractive. Conversely, an outdated or incorrect ads.txt file can lead to discrepancies, lower ad fill rates, and potential revenue loss, as DSPs may choose to bypass non-compliant or untrusted publishers.

Additionally, managing your ads.txt file effectively requires regular audits and updates to reflect changes in your authorised sellers. Publishers should strive to keep the file concise and free of unnecessary entries, focusing on direct relationships wherever possible. By optimising your ads.txt file, you streamline the verification process and enhance your site’s reputation, ultimately improving your fill rates and CPMs.

Step-by-Step Action Plan:

1. Conduct Routine Audits:
   • Review your ads.txt file monthly. Remove any outdated or incorrect entries to prevent discrepancies and minimise errors.
2. Streamline Seller Listings:
   • Keep only direct, authorised sellers in your file. Minimise the number of resellers to ensure a clear and efficient supply path.
3. Use a Validator Tool:
   • Verify your ads.txt file with tools like Google’s Ads.txt Validator (or Content Ignite's) to check for syntax errors and invalid entries.

Expected Outcome:

Maintaining a clean, accurate ads.txt file enhances advertiser confidence, improves ad fill rates, and leads to better overall revenue performance.

Read more about ideas to improve your ads.txt via Content Ignite's Ads.txt Insights tool here

Do you require a managed ads.txt solution? Content Ignite provide this, read more here

2. Core Web Vitals (CWV): Enhancing User Experience and SEO Performance

Overview:

Core Web Vitals (CWV) are a set of performance metrics developed by Google to assess the quality of user experience on a website. These metrics focus on three key aspects: Largest Contentful Paint (LCP), which measures loading speed; First Input Delay (FID), which evaluates interactivity; and Cumulative Layout Shift (CLS), which assesses visual stability. Improving these metrics is essential for publishers, as better scores can lead to enhanced user engagement and higher search engine rankings.

LCP measures how quickly the largest visible content on a page loads. A slow LCP can frustrate users, leading to increased bounce rates and reduced ad viewability. By optimising image sizes, reducing server response times, and minimising render-blocking resources, publishers can significantly improve their LCP score.

FID focuses on the responsiveness of your site, which can be affected by heavy JavaScript execution. Delays in interactivity can detract from the user experience, particularly on mobile devices.

CLS measures the visual stability of your page, which is crucial for maintaining a positive user experience. Unexpected shifts in layout can occur when images or ads load without reserved space, leading to poor user engagement. Publishers should aim to stabilise their layouts by setting explicit dimensions for media elements and avoiding late-loading content. Overall, improving your CWV scores not only enhances user satisfaction but also positively impacts SEO, making your content more discoverable and increasing ad revenue potential.

Step-by-Step Action Plan:

1. Optimise LCP (Load Speed):
   • Compress images and implement lazy loading for faster page load times.
   • Minimise render-blocking resources, such as JavaScript and CSS files.
2. Enhance FID (Interactivity):
   • Use asynchronous loading for non-essential scripts to reduce delays.
   • Optimise JavaScript execution to make your site more responsive.
3. Improve CLS (Visual Stability):
   • Reserve space for media elements like images and ads to prevent unexpected layout shifts.
   • Avoid injecting content above the fold dynamically.
4. Improve INP (Interaction to Next Paint)
   1. Read more about the importance of INP (here)
5. Monitor in the Fusion platform:
   • You can monitor your Core Web Vitals in the Insights hub in the Fusion platform or;
   • Regularly analyse your CWV performance using Google Lighthouse or PageSpeed Insights.

Expected Outcome:

Better CWV scores result in smoother user experiences, increased time on site, improved SEO performance, and higher ad viewability.

3. Implementation: Ensuring Efficient Ad Delivery

Overview:

Proper implementation of ad technology is a foundational aspect of maximising revenue and maintaining a seamless user experience. Inefficient or incorrect tag placements can lead to slow load times, lower viewability, and missed monetisation opportunities. Ensuring that ad tags are implemented correctly from the start reduces troubleshooting and enhances the overall performance of your ad stack.

When integrating ad tags, it’s important to use a streamlined solution that reduces latency. A unified tag implementation consolidates multiple placements into a single, efficient load process. This approach not only speeds up ad delivery but also minimises the risk of errors. Publishers should focus on using asynchronous loading for ad scripts, allowing the rest of the content to load independently and preventing delays that could impact the user experience.

Regular updates and maintenance of ad scripts are crucial to staying ahead of potential issues and benefiting from the latest features. Outdated tags may lack performance optimisations, resulting in higher latency and reduced viewability. By keeping your implementation up to date and using developer tools to monitor performance, you can ensure that your ad technology functions optimally, leading to higher engagement and increased revenue.

This is where Content Ignite's One Tag solution addresses many of the challenges associated with ad tag implementation, making it an ideal choice for publishers aiming to enhance their ad stack efficiency and revenue. By consolidating multiple ad tags on-page into a single tag, Content Ignite's approach significantly reduces the complexity and latency often seen with traditional ad serving methods. This streamlined process not only accelerates ad loading times but also minimises the potential for errors and the resultant troubleshooting. Furthermore, One Tag supports asynchronous loading, which allows the rest of the website's content to load uninterrupted, thus preserving a positive user experience without sacrificing ad viewability. Regular updates to the One Tag ensure that it remains equipped with the latest performance optimisations, helping publishers maintain a competitive edge in ad performance and revenue optimisation.

Step-by-Step Action Plan:

1. Utilise a Unified Tag Solution:
   • Implement a single, consolidated ad tag to reduce complexity and improve load times like Content Ignite's One Tag solution
2. Ensure Asynchronous Script Loading:
   • Load all ad scripts asynchronously to avoid blocking critical content, improving overall page speed.
3. Keep Ad Scripts Updated:
   • Regularly update ad tags and SDKs to benefit from the latest features and bug fixes.
4. Test Using Developer Tools:
   • Use Chrome DevTools to assess ad script performance and identify any bottlenecks.

Expected Outcome:

Proper implementation enhances ad viewability, reduces latency, and boosts revenue, while also delivering a better user experience.

Read more about how Content Ignite's One Tag solution can help you with this

4. Risk Management: Minimising Ad Fraud and Enhancing Brand Safety

Overview:

Effective risk management is essential in the digital advertising ecosystem, where issues like ad fraud, low viewability, and brand safety concerns can significantly impact revenue and advertiser trust. Ad fraud, in particular, involves malicious activities like domain spoofing, bot traffic, and click fraud, which can drain budgets and harm a publisher’s reputation. By implementing robust fraud detection tools, publishers can protect their inventory and build trust with advertisers.

Viewability is another critical aspect of risk management. Advertisers are increasingly prioritising viewable impressions, which are more likely to lead to conversions. Low viewability scores can result in lower CPMs and reduced demand for your inventory. Optimising ad placements and using sticky ads (like Content Ignite's Adhesion ad format) can help improve viewability, making your site more attractive to advertisers seeking high-quality, viewable impressions.

Brand safety is a growing concern, especially as advertisers look to protect their reputations. Ensuring that your site content aligns with brand-safe guidelines is crucial for attracting premium advertisers. Regularly auditing your site for inappropriate or harmful content and updating your blocklists can help maintain a brand-safe environment, boosting demand and CPMs.

Step-by-Step Action Plan:

1. Integrate Fraud Detection Tools:
   • Use solutions such as DoubleVerify to detect and block fraudulent ad traffic, safeguarding your inventory.
2. Optimise Ad Placements for Viewability:
   • Monitor viewability metrics and adjust ad placements as necessary. Consider implementing sticky ads for improved visibility.
3. Ensure Brand Safety:
   • Review your site content regularly to ensure it aligns with brand safety standards, making it more appealing to premium advertisers.
4. Update Blocklists and Allowlists:
   • Work with your partners to regularly update blocklists and allowlists, ensuring only high-quality ads appear on your site - which your Content Ignite account manage can help you with.

Expected Outcome:

Addressing these risks improves traffic quality, increases advertiser trust, and results in higher revenue.

5. Ethical Media: Fostering Transparency and User Trust

Overview:

Ethical media focuses on creating and promoting content that aligns with high standards of integrity and transparency. In the digital publishing world, ethical practices are increasingly important as users and advertisers demand accountability. Ethical media practices not only enhance your reputation but also build long-term trust with your audience, leading to better engagement and more reliable monetisation opportunities.

Transparency in advertising is a key component of ethical media. Users today are wary of misleading ads and aggressive placements that disrupt their browsing experience. By clearly labelling ads and avoiding deceptive tactics, publishers can foster a more honest relationship with their audience. This approach aligns your site with reputable advertisers who value transparency, potentially increasing the quality and effectiveness of ad campaigns.

Moreover, ethical media extends to the selection of partners and networks. Working with ad partners who prioritise user privacy and uphold ethical standards ensures that your site maintains a positive user experience. This commitment to integrity resonates with users and advertisers alike, leading to higher engagement and stronger demand for your ad inventory.

Step-by-Step Action Plan:

1. Create a Content Policy:
   • Develop guidelines that prioritise accuracy and transparency in content creation, avoiding clickbait or misleading headlines.
2. Use Transparent Ad Formats:
   • Ensure all ads are clearly labelled and avoid aggressive ad formats that disrupt the user experience.
3. Partner with Reputable Networks:
   • Choose ad networks that uphold strict ethical standards, focusing on user trust and transparency.
4. Conduct Regular Ethical Audits:
   • Periodically review your site and ad content to ensure it aligns with your ethical guidelines - you can do this using Content Ignite Health Checks

Expected Outcome:

Ethical practices attract high-quality advertisers and build user loyalty, contributing to sustained growth and better monetisation.

Read more about how we work with TheGoodNet on ESG and Ethical Media here

6. Header Bidding: Increasing Revenue Through Real-Time Competition

Overview:

Header bidding is an advanced programmatic advertising technique that allows multiple demand sources to bid on your inventory in real time before the ad server is called. This method increases competition among advertisers, leading to higher CPMs and improved fill rates. By implementing header bidding, publishers can unlock the full value of their ad inventory and maximise revenue.

Unlike traditional waterfall auctions, where inventory is offered to one demand source at a time, header bidding enables simultaneous bidding from multiple partners. This approach reduces latency and increases bid competition, ensuring that the highest bid wins. Publishers who adopt header bidding often see a significant uplift in revenue due to the increased efficiency and transparency of the auction process.

Effective header bidding requires careful management of demand partners to prevent issues like latency and bid fatigue. Using a wrapper solution can help streamline the process and provide valuable insights into bid performance. Regularly reviewing partner performance and adjusting floor prices can further optimise your setup, ensuring you get the best possible return from your ad inventory.

Step-by-Step Action Plan:

1. Implement a Wrapper Solution:
   • Use a header bidding wrapper to manage your demand partners efficiently, reducing latency - such as Content Ignite's Fusion Wrapper
2. Optimise the Number of Partners:
   • Start with a small number of high-quality partners and gradually increase, balancing performance and page load times.
3. Adjust Floor Prices:
   • Regularly review floor prices to maximise bid values without deterring potential bidders - or rely on Content Ignite's AI dynamic flooring to take care of it for you!
4. Analyse Metrics:
   • Use analytics tools to monitor bid response rates and make adjustments based on performance.

Expected Outcome:

Effective header bidding increases competition, boosts CPMs, and enhances fill rates, leading to higher ad revenue.

7. Sustainability: Embracing Eco-Friendly Digital Practices

Overview:

Sustainability in digital publishing is about adopting practices that reduce environmental impact, reflecting the growing consumer and advertiser demand for eco-conscious solutions. As the digital ecosystem expands, so does its carbon footprint, making it essential for publishers to implement strategies that minimise energy usage and resource consumption.

One key area for sustainable improvement is the choice of hosting services. Opting for green hosting providers that use renewable energy can significantly reduce your website’s carbon emissions. Additionally, optimising your site’s code, reducing data transfer, and using efficient content delivery networks (CDNs) are all strategies that help lower the overall energy consumption of your digital assets.

Sustainability also extends to the types of content you promote. By featuring eco-friendly topics and collaborating with environmentally conscious advertisers, publishers can align their brand with positive values that resonate with today’s users. This approach not only enhances your brand image but can also attract premium advertisers looking to support sustainable initiatives.

Step-by-Step Action Plan:

1. Choose Renewable Hosting Solutions:
   • Opt for hosting providers that use renewable energy sources, such as Google Cloud or AWS Green Hosting.
2. Implement Efficient Coding Practices:
   • Compress files, minimise data transfers, and use efficient content delivery networks (CDNs) to reduce your website’s carbon footprint.
3. Promote Green Content:
   • Highlight and create content related to sustainability, aligning your brand with eco-friendly values.

Expected Outcome:

Adopting sustainable practices appeals to environmentally conscious users and advertisers, boosting brand reputation and attracting premium ad deals.

Conclusion: Your Path to a Healthier Website and Better Revenue

Improving your Health Score is a continuous process that requires consistent optimisation across all areas of your site. By focusing on ads.txt accuracy, enhancing Core Web Vitals, refining ad implementation, managing risks, adopting ethical media practices, leveraging header bidding, and prioritising sustainability, you can create a high-performing, user-friendly website that maximises ad revenue.

Utilise our Health Check tool regularly to track your progress, implement these actionable steps, and adapt your strategies as needed for ongoing growth and success.

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