While header bidding managed wrappers have been around for a while, Monetisation Management solutions can significantly benefit publishers. These solutions not only enhance internal organisation and save time, but also empower monetisation teams with advanced tools and analytics.
Moreover, they provide publishers with transparency and full control over their monetisation efforts, making them the ideal choice for those seeking to optimise revenue generation.
So if you’d like to learn everything that Monetisation Management solutions can do that managed wrappers simply cannot, keep reading !
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Monetisation Management platforms offer a comprehensive solution with the ability to manage all of your monetisation partners in one central platform thanks to an extensive integration catalog. These can include vital components such as ID solutions, managing several demand sources (Prebid, Amazon TAM), managing multiple wrappers or adservers, Prebid partners, and more. Thanks to ad management platforms, the need for publishers to have development resources dedicated to monetisation is almost history.
Unlike managed wrappers, which are limited to Prebid Header Bidding, Monetisation Management platforms provide publishers with a modern and efficient solution that addresses the diverse needs of the industry.
While managed wrappers focus solely on Prebid, programmatic advertising encompasses a host of complexities. Ad refresh, Lazy Loading, custom ad units, floor prices, and other critical aspects must be managed by publishers, even when utilising a managed wrapper.
Monetisation Management platforms, on the other hand, streamline these complexities, offering a holistic approach to programmatic advertising that saves time and enhances efficiency through a single-stop platform dedicated to publishers.
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Managed wrappers often fall short when it comes to providing comprehensive analytics. In the case of managed Header Bidding wrappers, the provided analytics are often Header Bidding-centric, which fails to show the whole picture. To take the right decision and optimise their monetisation process as a whole, publishers need a 360° view which requires the use of tools that go much beyond Header Bidding, such as Monetisation Management platforms.
In contrast, Monetisation Management platforms emphasise the importance of measuring and tracking performance across all components of your ad stack (ad servers, Prebid, Amazon, etc…), empowering publishers to optimise their ad inventory and maximise their revenue potential.
Certain managed wrappers have faced transparency and/or conflict of interest concerns due to their existing connection with some SSPs. These issues have been raising doubts about the reliability as these wrappers are accused of favoring their own demand.
Publishers require a neutral & trustworthy partner to navigate the ever-changing ad landscape successfully. Monetisation Management platforms, with their commitment to transparency, offer a reliable solution to ensure that publishers can operate with confidence, knowing that their interests are prioritised.
In summary, Monetisation Management platforms emerge as a new generation of monetisation platforms, and as the superior choice for publishers in the context of managed wrappers. Thanks to their ability to cover the entirety of the ad stack, handle programmatic complexities, provide comprehensive analytics across both ad stack and ad inventory, but also maintain trustworthiness, these platforms have positioned themselves as the modern and efficient solution for large publishers seeking to monetise their inventory.
By embracing Monetisation Management platforms such as Pubstack’s, publishers can optimise their advertising operations and unlock their full revenue potential in today's competitive landscape.
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