Managing website launches can be a tedious and stressful process for large web publishers. The lack of proper analytics often leads to revenue drops without clear insights into the underlying causes. While migrating to a new CMS or ad stack should be feasible for large media groups, the absence of uniformity in code and technical implementation hinders their progress. In this article, we will explore how Ad Management platforms can alleviate the challenges faced by publishers during website launches and provide them with the necessary tools for success.
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Accurate analytics that track the entire monetisation stack are crucial for publishers during website launches. When launching a new version of a website, your pages’ ad and content layout, your website's latency, your ad pressure, and many other factors will most probably change. This means both your visitors' behavior as well as your ads innate performance might vary.
Therefore, in order to properly assess the success or lackthereof of your change, looking purely at revenue is not enough; it's ultimately necessary to track metrics that account for both types of variations and are not impacted by traffic seasonnality; such as revenue per session, page view per session, page RPM, etc.
By diving deeper into these detailed metrics, publishers are able to identify the precise causes behind revenue drops during website migrations and make well-informed fixes instead of relying on a gut feeling!
During the migration or launch process, publishers require trusted and tested processes to ensure stability and reduce stress. Ad Management platforms allow publishers to release new website versions and A/B test the evolution of their key metrics incrementally: first pushing the new version on 10% of their traffic, then 20% and so on, then finally taking a decision with the possibility to roll back on their latest changes. This method can even be applied by releasing a new website section, testing it, then releasing the next one, and so on until the new ad layout has proved to be just as efficient as the previous version (which can only be verified through unbiased testing, which requires proper A/B testing).
Ad Management platforms also remove the need for manual code, offering reliable implementations and eliminating the potential release errors. By leveraging such platforms, publishers can migrate their websites in a matter of days, as opposed to weeks in the current situation. This streamlined process empowers publishers to focus on other critical aspects of the launch, while minimising downtime and revenue loss.
Once the migration or launch of a new website is complete, publishers must engage in follow-up activities to drive iteration and optimisation. Ad Management platforms play a vital role in this phase by providing a range of tools such as A/B testing, no-code options, and optimised auction paths. With the no-code aspect of platforms like Pubstack, publishers can react swiftly, making adjustments in a matter of days or even hours instead of waiting for several weeks. This agility allows them to optimise their ad stack, experiment with new strategies, and maximise revenue.
Besides ad stack management & optimisation, Ad Management platforms can also help large web publishers scale their operations. By simplifying the creation and mapping of ad stacks across multiple websites, Ad Management platforms offer significant benefits to these large web publishers. These platforms allow them to build context-specific ad stacks to make sure each part of your inventory is monetised the way it should, without starting from scratch every time thanks to the reusability of inventory, integrations and ad behaviours from one website to another. The efficiency and scalability provided by Ad Management platforms empower publishers to efficiently manage and monetise their diverse portfolio of websites.
Website migrations, ad stack updates, and CMS changes are frequent operations for large media groups, that should be scalable processes that do not require months to complete.
By implementing proper ad stack analytics to track essential metrics, Ad Management platforms ensure that no stack-breaking changes are published and make issue identification and troubleshooting much easier, while also providing high-value insights into assessing an ad stack’s successful launch.
Additionally, Ad Management also enables publishers to deploy their ad stack more safely and quicker than ever, improving time-to-live & stability, and providing scalability to their website teams. With the combination of proper analytics and the toolset provided by Ad Management platforms, large web publishers can streamline their website launches, reduce downtime, and maximise revenue.
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