Empowering and pushing the ad revenue of our publisher partners is the heart and soul of Readwhere Ad Exchange. With the aim to fulfill this vision, we are currently working on GNI APAC Digital Growth Program, designed to help small-to-mid-sized news publishers achieve digital success. As a part of this program, we are holding a series of webinars to enlighten our publishers on the latest technology. A webinar was held on 21st January 2022, and the key speaker of this webinar was Jitin Choudhary, GM- Online Partnerships & Online Acquisition.
He began the webinar by emphasising on two keywords—audience and ad revenue. The webinar had four major sections: audience and performance, audience segment, website optimisation, and pricing and packaging. With our love for real-time data, the speaker integrated a quick poll in webinar. It had questions related to sponsorship, CPM based model, ad formats, and intrusive ads. But there were no questions on progressive web app development or mobile app development stack. The poll gave an overview of the attendees’ awareness level on these topics.
Jitin then began covering the first topic, audience segment, and categorised the audience into six categories. It includes non-consented anonymous users, consented anonymous users, non-consented known users, consented known users, non-consented subscribers, and consented subscribers. Although these are self-explanatory terms, he threw light on all of them. For example, consented users are those who have given you the consent to use their data.
He even briefed about some metrics that every publisher must consider. Look at the image below for a better understanding.
He discussed about how these metrics work, ways to build stronger engagement, different types of traffic, and the value of each traffic source. For creating more engagement, you should focus on more visits. You can use newsletters, subscribe readers for push notifications, optimise news content, and amplify your social strategy for more visits. Speaking about audience segment, he emphasised on first-party data and third-party data and how important it is to collect privacy compliant data.
On optimised website performance, he talked about viewability and how viewability can increase viewability and help generate more revenue. For better understanding, take a look at the illustration below:
He then spoke about the pricing and packaging part, in which he elaborated the below pointers.
He discussed direct sale price and programmatic sale design. To determine your direct sale price, you need to conduct market research, compare market rates, set a standard premium for higher-value inventory and a specific audience. Jitin spoke about building an attractive media kit at the end of the webinar.
The webinar concluded with Q/A session in which all the attendees asked their queries with full enthusiasm and zeal. As a web and mobile app development company, we will continue to enlighten our publisher partners on the latest technology so that they can make the most out of it.
At the end, Manish Dhingra, Founder, Mediology Software announced the launch of a dedicated portal on which publishers can find the information of GNI sessions that have taken place so far. You will also get details of upcoming sessions. To access the portal, click https://adlabs.rwadx.com/.
