For publishers, there are very few limited sources of revenue available (direct sales being the one with most RoI, but comes with its own challenges.)
Startup AdPushup enables you to do A/B testing of ads. What AdPushUp does is very simple – they help you create variations of ads and automate the entire process.
Here is a QnA with Ankit, cofounder of AdPushup
1) Others like Pubmatic/Rubicon too tried as optimization, but moved to diff models. What’s your take on the model and scale, given the thin margin.
I feel there’s a significant difference between what Pubmatic (or for that matter early-stage Rubicon) was doing in Ad Optimization, and what we’ve built. They primarily tested against various user-supplied ad-networks, and settled on one best ad-network (or a chaining of networks) for a particular spot. In addition to this, they also tested on the ad format (image vs. text) and ad-colors (for text ads only).
AdPushup, in addition to testing the above, also let’s the user create & test different ad sizes and ad placements, very easily, using our visual editor. Now this is not just an additional feature. We feel this is a killer feature or the game changer. 80% of optimization based uplift, which we are generating for our current publishers (when we’re fighting banner blindness) happens through these two metrics, which these other companies did not explore much.
“In all the other ad revenue optimization products, this has to be done manually – i.e. creating unique ad codes for each placement and size combination, and copy-pasting that in the website’s code. We automate all of that, you can create 100s of ad variations, across multiple network and get them up and running in less than 5 minutes, without editing any code or HTML. Feel free to use a stop-watch 🙂
Plus, since we’re deeply integrated on the publisher’s web page, we also process user engagement metrics like bounce rates, time on site, pageviews per session, direct user feedback etc. to ensure that the ad optimization is not at the cost of user experience.“, adds Atul Agarwal, co-founder.
I feel because of these unique benefits, we’re able to create significant uplift (real value: money) impacting the topline directly, for the web publishers. The average uplift across all participating website is currently more than 65 percent. If we were to charge even a small fee of 10%, only from the uplift or additional revenue, we help them generate, it would be a large stream of revenues and our EBITA here would be much stronger, as we’re not entering the already crowded publisher-advertiser money chain.
There are some other monetization options on the table too, without becoming an RTB exchange like the players you mentioned, however, to be honest, we haven’t explore monetization much. We realize that our product is creating real value for our users and we’re working hard on improving the product. We’re confident we’ll be able to monetize based on the value we’re creating.
2) Current traction?
Our first release was in March 2014. We’re in Private beta right now. Growing 300% month on month. We’ll finish July with 100 million ad impressions optimized.
3) Future plans
We made a conscious decision to start supporting WordPress (powering about 19% of the internet) and AdSense (the big daddy of ad networks, paying more than $10 billion to publishers annually) first. Now that this stack is stable, we plan to start integration of more CMSs, custom websites & ad networks. That’s our immediate goal right now.
“We will also start work on the visual ad optimization platform for native mobile apps (we already support the mobile web).”, adds Atul.
4) Target segment? Geography?
We’re focusing on the long-tail and medium-tail publishers at the moment and once the product is more robust in terms of ad network support and CMS support, we’ll start working with larger publishers too. Geographic distribution is not relevant for small and medium publishers as it does not require high touch sales. Currently, More than 85% of our users are outside India.
So we are not actively chasing fat-tail clients right now. Traditional AdTech approach also requires that we have a offline sales team to enrol larger publishers, which we can’t afford. However, our current product can still serve them with the current feature too.