Vishveshwar Jatain, Marketing Manager, AdPushup lays the case how partnering with an ad revenue optimization platform can help publishers accelerate their revenue growth What does it take to become a successful publisher? High-quality content, consistent traffic growth and a well thought out revenue strategy. While most publishers easily take care of content and traffic on their own, managing an ad stack remains a challenge for most. This is especially true for web publishers, who are practically working two jobs to engage their desktop and mobile users. This also means managing inventory for multiple devices, which requires time and resources. In such a case, a helping hand makes a significant difference. The usefulness of ad networks, ad exchanges, and ad servers is well known. However, sometimes publishers need something more specific—an ad revenue optimization platform. What is an Ad Revenue Optimization Platform? Ad revenue optimization platforms are designed to help publishers accelerate their revenue growth. Technology and expertise come together to help publishers achieve long-term growth. Since every publisher property is unique, a good revenue optimization platform will understand their distinctive needs and suggest the best plan-of-action. A typical ad revenue optimization platform takes care of ad inventory management, demand partnerships, floor price optimization, and performance reporting, among other things. How Is This Different from Ad Networks and SSPs? The biggest difference is the business model used by these platforms. For instance, publisher profitability and revenue lift is a priority for revenue optimization platforms, while ad networks and SSPs focus more on matching inventory to the right demand. Simply put, ad networks and SSPs aggregate impressions and sell them in bulk to advertisers based on specific targeting criteria. Whereas ad revenue optimization platforms work based on the needs of individual publishers—which could include updating their ad stacks, running performance tests, reaching the right demand, and ultimately contributing to revenue growth. Why Should Publishers Choose Ad Revenue Optimization Platforms? Most publishers start looking for an ad revenue optimization platform when they feel like they are missing out on the right monetization opportunity presented by their impressions. Here are some specific reasons to choose an ad revenue optimization company: Ad Ops Expertise Whether it’s setting up a new technology, troubleshooting or making sure you have the right reporting data to make informed decisions, all publishers need ad ops expertise at times. These platforms complement publishers’ in-house ad ops teams, reduce cost, and improve efficiency.