Publisher Analysis is an Ad Intelligence module providing a view into publishers display activity performance. It lets you benchmark publishers against competitors and see which advertisers and ad networks drive their performance, which helps uncover monetization and placement opportunities.
Publisher Analysis brings the other half of the display advertising ecosystem into view: Publishers. It helps publishers monetize smarter, agencies and advertisers select the right ad placements, and adtech companies strengthen their network
The key use cases include:
- Benchmarking and optimization: Publishers can benchmark themselves against competitors , identify which advertisers and networks drive revenue, and optimize their monetization strategies.
- Expanding demand: Publishers can identify high-quality advertisers working with other publishers
- Expanding supply: Ad networks and adtech companies can identify high-quality publishers to expand their supply.
Together with Advertising Channels views, Publisher Analysis provides a more complete picture of the ad ecosystem.
Who is this for?
Publisher Analysis is a valuable tool for several core personas:
Publishers/Classifieds: Media companies can use it to benchmark against competitors, identify which advertisers and networks drive revenue, and justify higher ad rates.
Agencies: Firms that run ad campaigns for clients can use it to identify the best publisher placements and demonstrate ROI.
Direct Advertisers: Large brands can validate which publishers deliver reach, impressions, and traffic to optimize their ad spend.
Ad Networks/Adtech Companies: These businesses can identify high-quality publishers to expand their supply and benchmark publishers in their network against competitors.
How to use Publisher Analysis
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Choose the site: Under the Ad Intelligence module, navigate to Publisher Analysis and select the site you want to analyze. Note that to maximize the value of this module, you should choose a publisher site (e.g. CNN, The Guardian, Dailymail).
- Explore Key Metrics: The Overview tab lets you instantly evaluate a publisher’s overall performance with high-level stats. This includes metrics like Spend, Impressions, and Page views.
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Identify opportunities: You can uncover which top advertisers and ad networks are driving performance on the publisher site.
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Analyze Advertisers and Networks: The Advertisers and Ad Networks pages provide detailed tables showing metrics like Spend, Impressions, and Outgoing Visits for each.
Key metrics and insights
Overview
- Spend
- Impressions
- Page views
- Number of campaigns
- Number of ads
- Number of advertisers
Advertisers
- Advertiser domain
- Spend (absolute + share)
- Impressions (absolute + share)
- Outgoing visits (share only)
Ad Networks
- Ad Network name
- Spend (absolute + share)
- Impressions (absolute + share)
- Outgoing visits (share only)
FAQ
Q. Are all countries supported in Publisher Analysis?
A. Publisher Analysis module supports all Pro countries. Having said that, the Worldwide view is still not aggregating all data from all countries. You can perform analysis on any specific country, but a combined global view is not yet complete.
Q. Is data available for both desktop and mobile?
A. At this time, the Publisher Analysis module only supports Desktop data. This applies to all of the performance metrics and tables on the Overview, Advertisers, and Ad networks pages.
Q. Can I see ad creatives on a publisher's site?
A. Not yet, but it’s coming soon. At launch, Publisher Analysis includes metrics like spend, impressions, top advertisers, and ad networks. The ability to view recent ad creatives on a publisher’s site will be added in an upcoming release.
Q. Can I export data from Publisher Analysis?
A. Not yet, but it’s coming soon. On the Advertisers and Ad networks pages, you will be able to export the table data to an Excel file for further analysis in the future.
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