Aprile, 2022

Improved header bidding support in Google Ad Manager
notizie dai blog
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Improved header bidding support in Google Ad Manager

Publishers have a wide range of options to monetize their content online. That’s why we’ve built flexibility and a variety of features into Google Ad Manager, giving publishers choice in how they sell ads on their properties. One way many of them choose to sell their inventory is through header bidding, which runs an auction among multiple ad exchanges on a user’s device before calling the publisher’s ad server. Today, about 90% of large publishers use header bidding,[539f3f]with many using a mix of header bidding and server-side solutions like Open Bidding to maximize revenue.

While Ad Manager has always enabled publishers to use header bidding, today we’re introducing new features to improve header bidding support. These updates make it easier for publishers to manage the process and provide new insights on ad performance.

An easier setup process

The current process to set up header bidding can be resource-heavy and time consuming, requiring publishers to set up and manage hundreds to thousands of line items and ad creatives. To simplify this, we’ve developed a new way for publishers to set up header bidding through yield groups.[083ff2]In just a few steps, publishers can make their ad space available to header bidders — similar to how they can specify what ad space they want to sell with Ad Exchange or Open Bidding. The header bidding demand is then included in the unified auction.

Over the past few months, we’ve been working with publishers to test this optional feature and incorporate their feedback into the development process. Over the next couple of weeks, we will open this beta to more publishers and move to open beta this summer.

“The new workflow has made our process of setting up header bidders significantly simpler, allowing our team to focus on more strategic work.”

Evan Pfeffer, VP Programmatic Solutions, Bustle Digital Group

“Using Ad Manager’s yield groups for header bidding solves for the complex setup and maintenance issues when using an independent auction like Prebid. It’s a strong feature and should be considered by any publisher who is intimidated by the technical aspects of header bidding.”

Steve Mummey, SVP Digital Ad Revenue & Technology, AccuWeather

“It’s been great to partner with Google to test its improved support for header bidding in Ad Manager. Google Ad Manager and Prebid are both important to our business. This enhanced communication between them is an exciting development, and we anticipate this feature will simplify set up work for our ad operations team.”

Patrick McCann, SVP Research, CafeMedia

“We are excited to see Google making strides towards simplifying the header bidding workflow; it’s an important step for our industry and one that gives publishers the power of choice. We look forward to working with the team to ensure our publisher partners are able to take advantage of this solution, save time and resources and ultimately drive higher yield.”

Mike McNeeley, SVP Product, Index Exchange

Improved reporting for all demand sources

We’ve been working on additional reporting features to give publishers greater insights on header bidding performance. A few months ago, we introduced a new type of Data Transfer file, which shows publishers the amount buyers would have needed to bid in order to win the auction.[083ff2]This allows publishers to share data related to outcomes from Ad Manager auctions with all buyers they work with, including their header bidding partners.

We’re also developing a new reporting feature to provide greater performance insights to publishers who continue to use line items to set up header bidding. Over the next few weeks, we’ll release demand subchannel reporting. With this new feature, Ad Manager will automatically detect which line items are being used for header bidding — allowing publishers to more easily compare header bidding performance alongside their other demand sources.

Greater choice and control for publishers

We strive to give our partners flexibility and choice to best support their business goals. That’s why Ad Manager has always given publishers the option to integrate with the advertising technologies they choose, and we continue to focus on evolving our platform to meet our partners’ needs.

As part of an overall resolution of the French Competition Authority’s (FCA) investigation, we’ve been working with regulators and publishers to develop these features, making it easier to make use of data and use our tools with other ad technologies. While we still believe header bidding presents drawbacks such as latency and a poor user experience, among others, we remain committed to providing publishers with choice through product interoperability.

We look forward to continuing to test and build on these features with publishers over the coming months, and sharing progress along the way.

27 Aprile 2022
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<div>Enduring Engagement: 5 Easy Ways To Build New B2B Marketing Connections & Make Them Last</div>

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With distrust of brands and advertising at all time highs, human to human connections and networks of people are more important than ever for B2B marketers. Finding the time to network is also a challenge as expectations of marketers to do more with less persists amongst the ongoing pandemic and rising inflation. So how can marketers create new professional connections that endure, and strengthen their existing business relationships?

With ostensibly more ways than ever to find new connections both online and off, the task can seem overwhelming.

Luckily, by making clear goals and putting a strategy in place to achieve them, marketers can start truly tapping into the power of building new connections and making them — along with existing ones — stand the test of time.

Let’s start right in on our journey of professional network expansion, and look at how we can take both current and newfound business relationships to new heights.

1 — Embrace New Connections in Old Familiar Places

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To begin your journey of network reassessment and expansion, it can be helpful to ask yourself whether you’re taking full advantage of the opportunities to find new connections in the digital and real-world places you already frequent the most — your old familiar places.

Some B2B marketers make the mistake of only seeking out new business connections in new spots, while not fully taking advantage of connections that are right under their noses on old familiar ground, just waiting to be uncovered.

You may use one social media platform almost exclusively for personal activity, however by shifting your connection-making goals to include revisiting familiar spots, you’ll likely find a surprising number of new people to connect with on a professional level as well.

In the age of B2B influencer marketing, the lines between personal and professional relationships can sometimes become blurry, which when handled well is certainly a good thing, and such connections only tend to grow closer as time passes.

How To Make It Last:

Schedule time at regular interviews throughout the coming year to make contact with your new business connections. By scheduling at least a few outreach sessions with new connections, you give the relationship a real chance to grow over time, and create more changes for business opportunities to arise organically.

[bctt tweet=”“Schedule time at regular interviews throughout the coming year to make contact with your new connections. This gives the relationship a real chance to grow over time.” — Lane R. Ellis @lanerellis” username=”toprank”]

2 — Seek Out New Opportunities in Fresh Spots

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Where are the places you haven’t yet turned to when it comes to finding new connection opportunities? In 2022 you certainly don’t have to travel to Shangri-La or the moon to find new places to connect, as they’re more apt to be right in your own digital backyard.

Such new spots can include a mixture of digital and real-world locations:

  • TikTok
  • A conference you’ve never attended
  • Reddit
  • Local business events
  • Discord
  • Local college event opportunities
  • Snapchat
  • Volunteering and mentoring opportunities
  • Twitch
  • Speaking at events
  • Pinterest
  • Conducting interviews, podcasts, and webinars
  • YouTube

Each of these offer ample opportunities for making new connections. We recently examined how to get the most from B2B marketing events, in “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022.”

Each has its own nuances in precisely how to reach out and make new connections, however some elements are more universal, and can be applied wherever you may find yourself looking to meet a new business connection, such as:

  • Make your connection request personal and earnest
  • Use background research on your connection to inform your request
  • Seek out any mutual connections and if appropriate mention your shared contact
  • Be mindful that not everyone will even look at connection requests on every platform
  • Follow up new in-person connections with a message of thanks

There are of course nearly infinite ways to refine the process of making new connections, however by keeping some of the basics in mind, and asking yourself, “Is this a connection request I’d feel good about getting?”, your networking strategy can only become stronger.

How To Make It Last:

Use the knowledge your new connections have about the platform or event where you met. While the venues may be new to you, your newfound connections may be seasoned pros there. Ask your new connections in these new-to–you areas for their advice about the best ways to make use of those new spots.

[bctt tweet=”“In 2022 you certainly don’t have to travel to Shangri-La or the moon to find new places to connect, as they’re more apt to be right in your own digital backyard.” — Lane R. Ellis @lanerellis” username=”toprank”]

3 — Ask Your Network “Who Do I Need To Know?”

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There are likely professionals known to your associates who you might never get the chance to connect with, unless you specifically ask.

Master networkers are quite often the ones who regularly take advantage of this technique, and it may be one of the primary reasons they became top-notch networkers over time.

It can be as simple as posting a message on your favorite social media platform asking, “Who do I need to know?”

At in-person events, it’s wise to ask new connections you meet who they are most looking forward to hearing speak during the event, who they hope to meet, and why.

How To Make It Last:

Schedule time to ask this deceptively simple question regularly, whether it’s once a year or once a month. By making it an ongoing inquiry, you almost guarantee a continual array of fascinating new people to meet and forge new business relationships with.

[bctt tweet=”“Post a message on your favorite social media platform asking, ‘Who do I need to know?’.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Grow Existing Connections in Newfound Ways

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In some ways, expanding on your existing connections can provide the greatest opportunity to build long-lasting business relationships, as people you already know share a history with you, and are more likely to be open to new levels of engagement.

Some of the many ways to grow existing connections in new ways include:

  • Asking about top pain points and challenges
  • Seeking a quote for content
  • Connecting with existing connections on new platforms
  • Asking for business words of wisdom
  • Take a digital connection to the in-person level by making event plans

How To Make It Last:

You likely already have a goldmine of existing connections, and can take these business relationships to new levels by expanding your interactions in creative ways, whether it’s through mutual interviews, podcasts, webinars, or making future in-person conference meeting plans.

bctt tweet=”“You likely already have a goldmine of existing connections, and can take these business relationships to new levels by expanding your interactions in creative ways.” — Lane R. Ellis @lanerellis” username=”toprank”]

5 — Put the Matchmaking Power of Your Network to Full Use

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Be a business connection matchmaker, and make the effort to connect key professionals in your network with others you know who seem like a good fit.

This ties in nicely with our third tip of asking “Who should I know?” — and takes it to the next level by actively putting fellow professionals in touch with one another when you believe they may spark a powerful business conversation together.

Part of the power of B2B influencer marketing comes under this heading, as the sharing, co-collaboration, and support that industry subject matter experts provide for one another are proven ways to elevate business efforts for everyone involved.

How To Make It Last:

One of the greatest gifts a B2B marketer can give their fellow professional is an earnest introduction to someone they believe will be a perfect business match. Don’t be afraid to be a business connection matchmaker, as those you connect may end up building digital empires together — collaborations that may come back to benefit you and your business somewhere down the road.

[bctt tweet=”“One of the greatest gifts a B2B marketer can give their fellow professional is an earnest introduction to someone they believe will be a perfect business match.” — Lane R. Ellis @lanerellis” username=”toprank”]

Enduring Business Relationships Elevate B2B Marketing Success

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By embracing new connections in familiar places, seeking opportunity from new-to-you spots, asking “Who do I need to know?”, growing business relationships in new ways, and becoming a business connection matchmaker, you’ll be ahead of the game when it comes to putting the power of your network to full use.

Creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Enduring Engagement: 5 Easy Ways To Build New B2B Marketing Connections & Make Them Last appeared first on B2B Marketing Blog – TopRank®.

27 Aprile 2022