5 Top Strategies to Increase Page RPM

Page RPM (Revenue Per Mille) is a crucial metric for publishers who rely on programmatic advertising to maximize revenue. It represents the revenue generated per 1,000 pageviews, making it a key performance indicator for ad monetization success. If your Page RPM isn’t where you want it to be, implementing the right strategies can make a significant difference. Here are five top strategies to increase Page RPM and boost your ad revenue.

1. Optimize Ad Viewability

Ad viewability is one of the most important factors influencing Page RPM. If an ad isn’t seen by users, it doesn’t generate revenue. Here’s how to optimize viewability:

• Above-the-fold Placement: Ensure high-value ads are placed above the fold where users are more likely to see them without scrolling.
• Lazy Loading: Implement lazy loading to prioritize ads that are likely to be seen by users as they scroll.
• Sticky Ads: Use sticky ad formats, such as sticky sidebars or bottom ads, to maintain visibility while users navigate your content.
• Reduce CLS (Cumulative Layout Shift): Ensure ads do not cause unexpected shifts in content layout, as this can harm user experience and viewability scores.

2. Implement Header Bidding

Header bidding allows multiple demand partners to compete for your ad inventory simultaneously, increasing competition and driving up CPMs. To implement header bidding effectively:

• Use Prebid.js, an open-source header bidding wrapper, to integrate multiple demand sources.
• Optimize your bidder timeout settings to balance higher bids with fast load times.
• Monitor performance through analytics tools to identify underperforming bidders and remove latency issues.

3. Utilize Dynamic Flooring

Dynamic flooring automatically adjusts your minimum ad price (floor price) based on real-time demand, ensuring you maximize revenue from every impression. Benefits of dynamic flooring include:

• Maximizing bid competition by preventing low-paying advertisers from undercutting premium buyers.
• Preventing bid shading, where advertisers try to bid just above the floor price instead of their true value.
• Optimizing seasonality trends, ensuring you capitalize on peak demand periods, like Q4.

4. Improve User Engagement and Session Duration

Higher user engagement leads to more ad impressions per session, increasing Page RPM. Ways to improve engagement include:

• Enhancing content quality to keep users on the page longer and encourage multiple pageviews.
• Internal linking strategies to guide users to related content, increasing session depth.
• Improving site speed to ensure a seamless user experience, reducing bounce rates.
• Using interactive content (polls, quizzes, videos) to keep users engaged and increase time spent on the site.

5. Experiment with Ad Formats and Demand Partners

Not all ad formats and networks perform equally. Testing different formats and partners can lead to significant Page RPM improvements.

• Try different ad formats, such as video ads, native ads, and rewarded ads, to see what performs best.
• Leverage multiple SSPs (Supply-Side Platforms) to increase competition for your inventory.
• A/B test ad placements and densities to find the optimal balance between user experience and revenue generation.
• Explore programmatic direct and PMP (Private Marketplace) deals to secure premium advertisers willing to pay more for your audience.

Final Thoughts

Increasing Page RPM requires a combination of technical optimizations, better ad placement strategies, and improved user engagement. By focusing on viewability, implementing header bidding, using dynamic flooring, engaging users effectively, and experimenting with different ad formats and demand partners, publishers can unlock higher revenue potential. Keep testing and refining your strategies to stay ahead in the competitive ad tech landscape.

Need Help Optimizing Your Page RPM? If you’re looking for expert guidance on improving Page RPM and ad revenue, Aditude’s team of programmatic advertising specialists can help. Contact us today to learn more!