How GAM empowered publishers to control their ad revenue

Pubstack's mission is to empower AdOps and monetization teams to get the full control of their ad stack and make optimized decisions.

Thus, to help our users analyze and optimize their programmatic revenues, we wanted to provide in the App the exhaustivity of their revenue: we aimed to collect and gather this data in one single platform to reduce risks, act faster and optimize publishers’ monetization strategies.

At the same time, our goal was to keep the easy-to-use and deep-dive possibilities we offer thanks to the Pubstack interface.

After a few months of intense work and several optimizations, our Tech and Product team is glad to share how Pubstack’s GAM Overview seamlessly retrieves all your GAM revenue data and displays it in a granular and interactive Pubstack fashion.

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As a yield manager at Prisma Media, I connect daily to the Pubstack platform, in particular for its various Prebid analysis dashboards, which are very useful for better understanding the purchasing behavior of our different monetization partners. For several months, we have also had access to GAM Overview, a dashboard which includes, in addition to Prebid, all the sources of advertising demand present in GAM (Adx, TAM, programmatic campaigns, direct campaigns, backfillers).
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Thanks to this new tool, and by combining it with others, we have increased visibility on the filling of our inventories, an essential criterion for my job. To go further in the analyses, Pubstack also synchronizes with our ad units, allowing us to have a very granular vision of the category and the type of page.

Maxime Mesmin - Yield Manager for Prisma Media

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What are the benefits of Pubstack's GAM integration?

The brand new GAM overview offers our users seamless integration and advanced benefits 

• All Publishers’ web revenue into one single place, no need to switch from one tool to another;
• The opportunity to apply the Pubstack Analytics and Interactive capabilities on the GAM data. Publishers will then discover a new way to analyze and explore their stack.
• Powerful data enrichments that give more sense and context to the GAM data (such as the Demand Channels or the Ad Unit Path Levels dimensions)

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More explorable data across all demand channels

Pubstack adds a new dimension “Demand Channels” to explore the data that have been retrieved from GAM Dashboard. This dimension is based on several algorithms to compute the right value. We, therefore, introduced new chart tooltips that bring clearer information to the users. 

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We list here below the current demand sources: 

• Google demand gathers revenue from Ad Exchange, Ad Sense, Ad Mob and Preferred deals. 
• Open Bidding gathers the revenue from Open Bidding source. 
• Prebid
• Amazon TAM
• Guaranteed campaigns contains all revenue from the line item type Sponsorship and Standard. 
• Non-guaranteed campaigns contains all revenue from the line item type Price Priority, Bulk and Network minus the line items categorized as Prebid or Amazon TAM.
• Filler is an alias of House line item type. 
• Others gathers all other revenue that has not been categorized.

Other than that, the “Group By” feature enables users to quickly switch from one analysis to another.

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Use case: Identifying a revenue drop with Pubstack's GAM Overview

We have now fully understood that GAM Dashboard enables users to have a comprehensive overview of their ad stack, so that they can quickly analyze and track their web performances. Moreover, one of the main advantages of activating Pubstack’s GAM Dashboard is that publishers can quickly identify a drop of revenue, understand the causes and sources and promptly react. Check the gif below to learn more and have a glance to our user-friendly dashboard.

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4 reasons to combine GAM and Prebid metrics on a single monitoring tool

To conclude, we want to highlight the 4 reasons why regrouping your GAM and prebid metrics into one single platform can help publishers optimize monetization strategies and have a complete view of your advertising performance. With GAM Dashboard you can:

• Get all your web revenue sources in one place, so you don’t have to switch from one platform to another: save time and rely on accurate data;
• Use all Pubstack advanced analytics capabilities to better understand your GAM performance (granularity, interactivity, multi-dimension): monitor performance metrics to determine the effectiveness of the ads and reduce risks;
• Discover a new and effective way to analyze and explore your ad stack: get the full control your ad inventory without relying on developers’ dependance;
• Enrich your GAM data with more context such as Demand Channels or Ad Unit Path Levels, for a better understanding of your performance: analyze the data to identify areas of improvement.

More on this topic

If you’re using several ad revenue sources, aggregating your analytics is only a small part of an increasingly complex task for monetization teams all around the world. As we are fully aware of this recent evolution within the programmatic industry, we’ve prepared a guide to help you navigate through the growing complexity of monetization, written in collaboration with programatic experts from 3 major european publishers.

Also, to continue on the topic of regrouping revenue sources into a single monitoring tool, we’ve issued a white paper illustrating the importance of analytics when it comes to optimizing your programmatic revenue. including topics such as floor prices, auction & bid process optimization as well as the importance of a "test & learn" approach for monetization teams.