Ad optimisation is a general term used to describe a wide range of processes that aim to increase the revenue yield from ads. Most people consider optimisation to centre on the placement of ads on the page. This is a big factor, but effective optimisation involves methods as diverse as optimising for viewability, partner selection, site speed, trafficking set-up, format selection, and of course lots and lots of testing.
Most of the work that we do with publishers can be described in some way as ad optimisation and we don’t generally consider it to be an activity in its own right. Most optimisations either come through sharing best practice or working on publisher specific opportunities within each website or app. We share best practice through the articles below, but of course the best results come from testing publisher specific strategies.