How to effectively manage Publisher Accounts: Best practices

One of the main natural objectives of every publisher is high-quality monetization. In other words, they want high CPMs and the best advertising strategies not only for revenue reasons but also for improving user experience and safeguarding their credibility and reputation.

To guarantee that, they need an expert partner with high quality standards and, of course, a good Supply Account Manager to manage the day-to-day, monitor metrics, and carry out constant optimization. It is not the first time we have talked about this important topic for publishers, but in this post, we delve further into the effective strategies for managing publisher accounts. Read on to find out more.

Best practices for managing Publisher Accounts

As a publisher, it is important to know what to expect from your SSPs, how they work, and what they can provide in order to guarantee the highest revenues. To help you with the selection, take a look at these 9 basic recommended approaches when it comes to Supply Account Management:

1. Establishing clear objectives: Understanding publishers’ needs and goals and working towards them, whether it involves increasing revenue, optimizing ad performance, or improving fill rates, will save a lot of time and yield great results.
2. Building strong relationships: Cultivating strong relationships with clients based on regular communication, understanding their objectives and challenges, and providing support, leading to stronger collaboration and mutual benefits. Transparency and honesty are also vital in this regard.
3. Analytical approach: Managing publisher accounts in the programmatic advertising industry requires attention to detail, organization, and strategic decision-making. When the Account Managers you work with put all this into practice, it is just a matter of time before you see results
4. Monitoring performance metrics: Keeping a close eye on performance metrics such as eCPM, fill rate, and win rate is also crucial. The Account Manager should monitor these metrics regularly to identify trends, opportunities, and areas for improvement. Some lessons you can take from a particular publisher or team mate can be useful for a new account too, so be inquisitive and supervise data on a regular basis.
5. Optimizations: Working with publishers to optimize ad placements on their apps and websites helps improve audience engagement. Testing different ad formats, sizes, and GEOs can also provide a wealth of data about the audience’s behavior and interests, extremely valuable information for delivering more targeted ads and maximizing the publisher’s revenues.
6. Testing: Continuously testing new strategies, integration types, and ad formats is the only way to find the best fit for publishers. At Tappx, we insist on adopting a culture of experimentation, especially in Account Management, in order to learn from both successes and failures. We share internal strategies and insights between teams that might work for other clients and this method helps us advance further.
7. Pursuing Ad quality and brand safety: At Tappx we believe in creating a safer, more accessible and transparent media industry by protecting the interests of all parts of the ecosystem equally: publishers, advertisers, and, of course, audiences. That’s why we carefully select our inventory and work only with direct traffic to ensure the highest ad quality and transparency in the fight against ad fraud. You can find more information about our rigorous “Quality First Framework” here.
8. Keeping up to date with industry trends: The programmatic advertising industry is extremely dynamic. Staying informed about new trends and technologies is crucial, as well as attending conferences and events of the AdTech industry in order to meet publishers in person to strengthen relations.
9. Staying compliant with regulations: Finally, ensuring compliance with relevant regulations and guidelines, such as GDPR, CCPA, DSA and the European AI Regulation regarding the privacy of user data and consent is also mandatory when it comes to managing publishers’ accounts to achieving the best results possible.

As you can see, the effective management of programmatic publisher accounts requires a combination of technical expertise, analytical skills, relationship building, and an in-depth understanding of the programmatic advertising ecosystem. At Tappx we are passionate about these aspects and work hard each day as a team to help our publishers achieve their objectives. Please contact the team if you require expert help.