Therefore, “Footer Bidding,” as I called it, was born out of the desire to prioritize what matters (content). Google has precisely the very same goal and has actually started to explicitly optimize for material with their current search algorithm changes. Plenty has been composed about Core Web Vitals and how it will play into PageRank, so I will not go into all the information, however the TLDR is: Prioritize your material and your user experience. Undoubtedly, Footer Bidding isnt for everybody. The reason is that results may vary dramatically from site to site, depending on a host of other site-specific aspects.
“The Sell Sider” is a column written by the sell side of the digital media neighborhood.
Todays column is written by Premesh Purayil, CTO, Freestar.
As we all understand, Googles Core Web Vitals ratings and related modifications to search outcome prioritization have actually thrust website speed and user experience to the leading edge for all publishers. Ask any developer at a digital media company why their page loads are sluggish and they will often indicate the advertisements.
Because totally removing advertisements from the internet undoubtedly isnt the response, finding the ideal balance in between site speed and monetization is essential. Surprisingly, a service I came up with almost five years ago can be a great tool to navigate Googles latest updates..
During my time spent as CTO at Ranker and now at Freestar, where I get to help over 500 publishers of different shapes and sizes, I have focused heavily on minimizing page load times and improving user experience to assist drive more natural traffic and on-site interactions.
At Ranker, on-site interactions were exceptionally crucial, as it was the method we gathered user ballot information, which eventually powered our enormous information chart. Like all publishers, we needed to be particular that even with our ads, we were producing a quality item for our users and performing well in regards to SEO..
When header bidding began to gain traction, I took an appearance at the setup and, as I finished with any third-party script, instantly shifted the code to load after the content vs. prior to, as is the case with typical header bidding. Truthfully, I didnt reconsider it at the time, because its how I approached any third-party script– prioritize your material and users initially..
As we began to find out about header bidding and added a growing number of demand, I recognized the favorable impact of my choice and leaned into it. Understanding that post loading had the capacity to miss out on some extra impressions with slower page loads or high bounce rates, we focused on accelerating the page load times, a move which had a direct influence on earnings..
Spending engineering resources that directly influence on ROI assisted and was a no-brainer drive continued improvements..
Hence, “Footer Bidding,” as I called it, was substantiated of the desire to prioritize what matters (material). Google has precisely the very same goal and has started to explicitly enhance for material with their current search algorithm modifications. Plenty has been written about Core Web Vitals and how it will play into PageRank, so I will not enter into all the information, but the TLDR is: Prioritize your material and your user experience. Noise familiar?
Now, remember, this method doesnt necessarily work for all sites. Footer Bidding can reduce the variety of impressions per pageview, however for specific sites where other kinds of interactions are extremely important, this can be a terrific option..
What is Footer Bidding?.
Think header bidding, flipped on its head. Traditionally, the structure and the auctioning for the ads on the page happen as quickly as the page begins to load, which can adversely impact page speed, as youre completing to load other assets on the page (material, images, etc.)..
The idea behind Footer Bidding is focusing on the material and the UX. You wait to pack your framework and auction your stock until after a page totally loads..
For publishers, the upside of Footer Bidding is naturally getting more traffic as a result of faster page load times, which increases profits, and aligning with the brand-new industry requirements set in place.
An auxiliary benefit is that youre no longer limited to a particular number of bidders, because the page is already packed. As an outcome, regardless of possibly losing some impressions, you can drive greater CPMs by including more demand partners as the auction takes place later on in the page load.
So then why is Footer Bidding not the industry requirement?.
Undoubtedly, Footer Bidding isnt for everyone. The reason is that results might differ considerably from website to site, depending on a host of other site-specific aspects. If your page load times are already really sluggish, switching to Footer Bidding would certainly have a big unfavorable effect on profits..
If your site is not well-optimized and page load time without advertisements ranges from five to 10 seconds, youre not going to start asking for and packing advertisements until that time has actually passed with Footer Bidding– which gives up a lot of stock. If a visitor concerns your website and rapidly leaves (or bounces), advertisements would never ever pack in that circumstances..
In addition, if the page takes five to 10 (or more) seconds for ads to finally load, the visitor could have already scrolled past your initial advertisement slots, decreasing the general viewability of that inventory, which in turn possibly reduces the worth of all advertisements on the page. Changing to Footer Bidding can have a negative effect on income, even as it prioritizes your websites material..
For publishers with websites that are already really well-optimized, moving your stack to run in the footer should have minimal effect on revenue but a positive impact on page load time and UX. Because Core Web Vitals prioritizes those items, Footer Bidding is a tool that can help publishers remain in line with Googles push for a better user experience throughout the web while still paying the expenses.
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