With the arrival of programmatic advertising, technical complexities within the ad tech industry have also increased. this is often to not say that the scenario was simpler before. But, it are often said that programmatic advertising has added to the complexity of processes within the industry.
Publishers may sometimes find themselves wondering if they will affect all the technicalities involved within the buying and selling process of ads. the very fact is that the choice of choosing either in-house or managed ad tech services depends on variety of things .
In order to know these factors properly and see what services are suitable that publishers, we sought the assistance of Prashanth Kumar, Sr. Ad Ops Associate at AdPushup. Prashanth talked to us about why proper ad tech services are important and what it’s exactly that publishers get with either of the 2 options.
Prashanth started the conversation by talking about in-house services.
In-House Ad Tech Services
In Prashanth’s opinion, alittle publisher, who is earning around say between $2000-$3000 on a monthly basis might not actually need managed services. one among the key factors to think about during this case is that the amount of cash that’s involved.
“Google AdSense already accounts for 32% of publishers’ payment. Therefore if the publisher is running alittle business, managed services will only increase the value and won’t be fruitful for the publisher in terms of earnings. In such a case actually, it’s definitely good if the publisher is in a position to run things on their own. Of course, one also must confine mind the technical aspects of managing the inventory. But, if the publisher has some technical knowledge, it’s better for them to manage things on their own.”
Prashanth further shared his views about leveraging an in-house ad ops person or team.
“Apart from revenue-related factors, publishers also got to believe the very fact that they might need to leave and look for talent to be ready to build up an honest ad ops team. this will also end up to be a time-taking activity, not just from the recruitment point of view but also because the hired person or team will need to be trained consistent with the publisher’s needs.”
“However, if a medium or large publisher is in a position to create up an honest in-house ad ops team, then it are often a highly beneficial venture for them. this is often because they’re going to have talent ready at hand. Moreover, the team are going to be ready to work consistent with the precise needs of the publisher and therefore the inventory.”
“One other positive aspect of choosing in-house ad tech services is that the elimination of a third-party from the availability chain. this is often particularly of significance if we take transparency-related factors under consideration . for instance , with an in-house ad ops team, issues like data leakage to a third-party or fraud in terms of cash are often avoided easily. an equivalent thing can’t be said about managed services, especially once we consider money-related fraud.”
Managed Ad Tech Services
While there are many pros of choosing in-house ad tech services, there are definitely some areas where managed services could be a far better option surely publishers. The very first one is reduced cost.
According to Prashanth, if as a publisher, you’re earning over $5000 monthly, then it’s better to travel for managed services. Publishers choosing a GCPP partner (like AdPushup) get an opportunity to extend their earning potential, as companies that specialize in revenue optimization offer 20-30% hike in revenue.
“The publisher is further getting professional ad ops support additionally to higher revenue (potentially). Moreover, managed ad tech services are definitely more beneficial once we consider direct deals. If a publisher is handling direct deals on a daily basis, it’s highly recommended that they are going for managed ad tech services, since ad ops professionals are going to be ready to handle those deals properly.”
“Ad ops professionals also can help publishers get direct deals far more easily. during a managed service, the publisher wouldn’t need to worry about conducting the deals or maybe browsing the technical complications related to Google Ad Manager or Adx.”
Prashanth further believes that if a publisher is selecting to figure with a third-party that’s working with multiple partners, they’re going to get the additional advantage of getting access to expertise of trained professionals.
“Partners like AdPushup that are working with various publishers get a far better idea and sense of various methodologies within the industry. Basically, the ad ops professional will have granular knowledge about what methods work best that site. they need an honest understanding of various niches, the approach pattern , and therefore the traffic source. They pay high attention to data analysis, which is certainly a crucial aspect of programmatic advertising.”
“With a managed service, publishers further get the advantage of getting access to different technologies or features. for instance , tons of the features in GAM are locked, and publishers might not have knowledge about such features. If you don’t know that something exists, there’s no possible way for you to leverage it. So, managed ad tech services can definitely be helpful therein regard.”
At the top of the day, everything depends on the publishers’ needs. they have to ask themselves if their business demands managed services or if an indoor team will suffice.
In-house services may convince be costly and time consuming within the end of the day , but if transparency may be a high priority for a publisher, then they ought to choose this feature . within the case of in-house ad tech services, publishers got to be equipped with the proper understanding of how they need to conduct their affairs.
Similarly, choosing managed ad tech services will have benefits in terms of revenue generation. Furthermore, this feature could also be ideal for publishers who don’t possess much technical knowledge about the industry. therein case, a managed service provider could also be ready to handle things far more efficiently.