Venatus prides itself on our inventory quality, viewability and policy standards. This means we will:
- Place special emphasis on viewability metrics.
- Have higher standards for quality of traffic for our direct ad campaigns.
- Ensure compliance to ad policies including ad refresh guidelines.
When you switch over to Venatus, it is time for us to reset your existing relations with your demand partners, allowing them to review the new connections, identify your inventory, understand the changes Venatus has made and then optimize the bids based on competition and various performance metrics they track.
We typically expect this period to be 2 weeks but can take up to 4 weeks depending on traffic volume on your site. During this time, you will notice lower CPMs and higher unfilled impressions on your website. Don't panic! This is normal.
Be assured that the team is busy working in the background, reviewing and analyzing the initial data. As part of your onboarding, there are reviews which we perform at set intervals to assess:
- Ad unit level performance.
- Bidder performance.
- Viewability data at site level and ad unit level.
- Benchmarking CPMs, Page RPMs and Refresh performance against our network data.
- Making changes and raising concerns with internal and external teams to ensure your monetization is set-up for success.
Apart from these, we will also believe each site is unique and as such there are factors that can impact your results including:
- Seasonality: For example, Q4 tends to perform better than all other quarters while Q2 tends to show lower CPMs.
- Reach: It is better to have more people view less number of ads than less people view a high number of ads.
- Geos: Your traffic split is very important. Certain Geos will outperform others and will determine how fast we can achieve optimized ad performance.
- Device Split: Your traffic split between Desktop and Mobile, between Android and iOS.
- Browser Split: With the cookie situation becoming ever more complicated, identity recognition has become a performance issue to consider. Traffic from Safari and Firefox will tend to perform worse than traffic from Chrome for example.