How Ad Monetization Can Help Retailers Engage With Consumers

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Media.Monks

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In today’s vast digital ecosystem, a brand’s dotcom serves as the home base of its identity. For consumers, it’s one of the most influential channels when it comes to making purchasing decisions; for brands, a key touchpoint to gather knowledge on people’s interests and needs. Especially when packed with ecommerce features, websites are invaluable business tools capable of driving revenue in more ways than one.

Typically, brands whose websites aim to provide content rather than serve as an ecommerce platform are well versed in the benefits of ad monetization. After all, it can be the main—if not the only—source of income. But for retail companies whose main business relies on selling their products and services, ad monetization can be relegated to the background.

The truth is that with the right strategy in place, this monetization strategy can bring millions of dollars a year for big retailers. And yet, perceiving it as only a source of additional income is missing out on the other opportunities it presents to brands. Ad monetization can lead to new insights into your customers’ behavior and interests, elevate your first-party data strategy and even engage audiences by giving relevant recommendations that suit their needs. Here are some aspects to factor in as you delineate the optimal strategy. 

First-Party Data Reigns Supreme

The concept of ad monetization is closely tied to automation. When it comes to filling placements—whether in-app or on websites—most brands depend on third-party solutions like demand-side platforms (DSPs) or advertising SDKs. It’s easy to understand why: with little effort from the publisher, they manage everything from real-time bids to supply quality and viewability. The inventory is diverse, and it saves the brand from having to reach individual agreements with different vendors.  

For those reasons, DSPs can be quite profitable. But with increased awareness of the importance of data privacy and the imminent death of the cookie, the benefits of a strategy that relies on one’s first-party data come into sharper focus.

Monk Thoughts I understand that third-party DSPs can be very practical, but with the phase-out of the cookie, their level of effectiveness will inevitably go down. That is unless brands are working with their own DSP, of course.
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Fernando Teixeira headshot
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In opting for first-party ad monetizing solutions, brands may find that not only do they provide better results for advertisers but that in return, monetization also helps them learn more about their audience. “Visitors have the option to share with us what they do inside our website—including the ads they clicked on and the ones they chose to ignore,” explains Daniel Diniz, VP of Business Development. “Packed with the right data management platform, brands can draw valuable insights into what they can do to improve each customer’s experience.”

It’s a Win-Win Solution for Publishers and Advertisers

Retailers know—and care for—their consumers better than any external DSP ever will. They are more likely to know what products genuinely interest them, and how to present them without disrupting the experience. For advertisers, this means that establishing direct relationships with them equals higher click and conversion rates. “Applying our insights into what our consumers would be interested in seeing can yield better results for the brands we offer advertising space to,” says Diniz. “While we won’t be sharing the data our consumers trusted us with, they will witness an improvement in performance.”

In that process, it’s only natural for certain advertisers to get better results than others—something that publishers should identify as a source of knowledge. “If the brand you’re promoting is not seeing great results, it may be time to direct your audience to others,” says Diniz. Far from indicating that one’s placement is not valuable, or that ad monetization is not the way to go, a lack of performance simply means your consumers are not that interested in that particular advertiser.

Monk Thoughts That’s what acting upon your data looks like, pivoting according to what the audience has to say. It’s the only way to keep your consumers’ loyalty.
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Daniel Dinitz
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Winning the Fight Against Ad Fatigue

On occasion, retailers worry that monetizing their website will only add to the existing ad fatigue. While this is a real issue, it’s oftentimes caused by the unregulated use of automated tools, as opposed to a personalized, data-driven strategy. As Teixeira explains, “Consumers are in constant pursuit of new recommendations and solutions to their existing needs. When done right, ads don’t have to be a nuisance—quite the opposite. They complement the experience.”

If a consumer is browsing through an ecommerce website, chances are they are already in shopping mode, meaning they are more open to ads—as long as they don’t seem forced. It all boils down to how we’re presenting them. “Showing visitors an ad they’ve seen a million times or a product they bought two days ago will surely leave a negative impression,” adds Teixeira. “Which only reinforces the importance of an ad monetization strategy that’s built on data-driven decision-making. That way, both the publisher and the advertiser can rest assured that the consumer is seeing a reasonable number of ads that match their interests.”

While there are no magic solutions when it comes to ad monetization, one thing is certain: having a dedicated team capable of creating data processing models and acting upon their findings will benefit all parties. There’s a lot to be gained from monetizing one’s website, as long as we’re factoring in the consumers’ preferences as well as the brand’s. “There’s no one-size-fits-all approach,” concludes Diniz. “Many opt for a dual model in which they save the premium placements for the advertisers they’ve established direct relationships with and manage the rest through a DSP, and that’s perfectly fine. It all depends on their ultimate goal.”

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