ONE by AOL: Mobile Guide to Best Practices 

AOL is committed to ensuring that your mobile advertising business reaches its full potential.

The ONE by AOL: Mobile Best Practices Guide covers how to create high value ad units, drive the most value from your impressions, and leverage the tools AOL offers to maximize your revenue. We accomplish this by:

Platform Supported Mediation

AOL supports maximizing your demand by providing access to Ad Networks, including those with which you already have a business relationship, using both SDK and server-side integrations. Mediate to the Ad Networks, import revenue into the AOL UI, and manage all of your demand from one platform. Then let our best in class ads algorithm dynamically optimize your yield.

Recommended Inventory Breakouts

Geography Breakouts

We recommend that you target your ONE by AOL: Mobile Marketplace ad sources by Country/Region in order to price that inventory accordingly. Doing so will allow you to maximize yield by accurately pricing your inventory according to what the market will support by region.

  • For a global audience, we strongly urge you to set up two Marketplace ad sources: one for major markets (allowing USA, Canada, Western Europe, and Oceania), and one for rest of World (blocking USA, Canada, Western Europe, and Oceania). This type of breakout allows you to set higher floor prices for the more developed markets, and lower floor prices for the less developed markets.
  • For example, if you have all US and Canadian users, there is no need to manage this breakout. Similarly, if your inventory set is primarily International, you may want to break it out differently.

Ad Type Breakouts

AOL’s interstitial placements can run any of the following:; video ad units only, static ad units only, or video AND static ad units.

  • For Ad Placements running Video AND Static ad units we recommend creating two separate tags, as detailed below, to maximize fill and revenue.
  • Tag 1 - inherit the creative attributes of the placement, running Video and Static ad units - price this tag at your Video price point.
  • Tag 2 - override the creative attributes of the placement, running ONLY Static ad units - price this tag at a lower, Static price point.

Price Floor Breakouts

Marketplace fill is set at a guaranteed price floor. Ad Networks can sell the impression at whatever daily rate they have. We recommend that every Ad Network added is tied to a Marketplace Ad Source to try and directly compete in the same tier with the Ad Network.

  • Setting multiple levels of calls to the Mobile Marketplace allows bidders to pay a premium for first look opportunities, and pay less for opportunities farther down the monetization flow.

Ad Source Management

Ad Source Pricing

Maximum revenue generation comes from a balancing of fill and eCPM, which is best achieved by driving towards an RPM goal.

  • We recommend defining reasonable floors to maximize RPM rather than focusing on eCPM alone. When floor rates are too high, many bids will come in below the floor. This causes buyers to lose to that floor and the inventory to go unmonetized. Therefore, if you see little to no fill for a specific ad source we recommend lowering your price floor to allow more ads to return and monetize.
  • We recommend evaluating geographic area and ad unit type when defining pricing. Assign higher floor prices to Video and Rich Media units in major markets and lower prices for standard banners and/or static interstitials in developing markets.

The ONE by AOL: Mobile algorithm has been developed and honed over years to dynamically maximize your Revenue.

Ad Source Tiering

In order to allow our algorithm to work most efficiently, we recommend that you deploy all of your ad sources into a single tier, unless your business rules dictate otherwise.
Some examples of business rules dictating multiple tiers :
  • You have a House Campaign running and want to serve House ads when there is no paid impression to run. In this scenario, you would deploy the Ad Server Tag into your very last tier.
  • You have a private deal set up with a buyer and have agreed directly with that buyer to send them first look inventory. In this scenario, you would deploy this private ad source to tier 1, and all other monetizing ad sources to tier 2.

Protecting Brand Safety

AOL understands that brand safety is an important element of a successful mobile business. Our platform enables you to easily and efficiently block ads at both the category and domain level.

  • We recommend that you setup the most lenient list of Ad Category (defined by the IAB) and Domain blocks in the Marketplace Tab.
    • Keep in mind that extending your category and domain blocks limits the number of campaigns that are eligible to run on your inventory. This has an adverse impact on fill rate and may therefore decrease your potential revenue performance.
  • While you are able to block groups of buyers within the ONE by AOL: Mobile platform, it is strongly recommended that you do not. Individual blocks can be managed through domain blocks or the ad screening tool.

Engaging the Right Audience

AOL understands that engagement improves when ads served are relevant to consumers. The ONE by AOL: Mobile SDK delivers superior eCPMs and end user experiences by:

  • Connecting you to a full suite of products that maximizes your revenue stream and puts you in the driver’s seat.
  • Enhancing your ability to block malicious pop-ups, auto-redirects, and JavaScript alerts.
  • Providing access to high value ad units and unique proprietary creative formats.
  • Enriching the value of ads served by leveraging any information that your users share.

Our latest SDK provides the newest features AOL has to offer, including support for VPAID 2.0, MOAT Viewability, landscape and portrait video support, and many other capabilities. Keeping the SDK up to date will allow you to take advantage of the newest features and releases, as well as the latest bug fixes.

Further Recommendations

To learn how to better optimize your ad placements, check out our Recommended Settings for Ad Placement document.

 

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