Digital publishers depend on revenue to operate, just like any other business. Some sites leverage paid subscriptions to generate income and others rely on display advertising.

Advancements in technology and the evolution of the digital media landscape allow publishers to make their inventory available in the marketplace with a few simple lines of code—and there are companies that specialize in just that. However, once a part of the system, sites could be subject to fluctuating performance, enhanced scrutiny over content, and compliance of strict user privacy and protection regulations.

“When a business is reliant on a steady flow of ad dollars, it matters when CPMs suddenly drop or brands begin targeting away from your site due to anything from things like attention quality to viewability scores. Publishers should look for partners that provide a comprehensive management solution that goes beyond monetization to fit their individual needs.”
Michael Snow, Intermarkets, Inc.

The digital media publication, eContent, recently covered expanded managed solutions for publishers. The article goes into some detail about the problems that websites are up against and how content and quality can be impacted.

Intermarkets’ partners with publishers to go beyond monetization. We provide managed services based on the needs of each of our individual publisher brands. Our unique setup allows us to provide higher-level monetization and management solutions, or fully-integrated services that include ad ops, accounting services, development support, legal review of contracts, vendor connections, and more. Our primary goal is to work for publishers so they can focus on creating quality, engaging content for their readers.

If you’re looking for managed services to support the content on your site, fill out our contact form and we’ll create a customized solution to meet your unique needs as a business.

Intermarkets’ technology partner STAQ has recognized our own Justin Hansen in their “Top of the STAQ” award for Q2.

Top of the STAQ recognitions are awarded quarterly “to those who have shown extraordinary skills and effort in driving insights for their companies by leveraging automated reporting.”

Justin is recognized for doubling the CPMs for one of our portfolio publishers in just one month. This level of success comes from our unique approach that balances automation + innovative tools like STAQ and experienced humans to truly optimize performance.

STAQ helps automate reporting and provides insights across multiple data sources—an important tool for publishers leveraging multiple partners and systems as a part of their monetization tactic.

“STAQ is a benefit for all publishers in our portfolio because it allows Intermarkets to see data on a daily basis, and optimize publisher revenue quickly.  It helps me analyze any change that is made and verify that all publisher’s yield/revenue is optimized, daily.”
Justin Hansen, Yield Manager, Intermarkets, Inc.

STAQ is a critical partner and we extend the benefits of their platform to all of our portfolio publishers. With it, we’re able to actively monitor, understand, and optimize against data to drive better results. 

Congratulations Justin and well done STAQ!

If you’re a publisher looking for a fully-managed solution for your business, fill out our form and we will get started on a custom-tailored plan so you can focus on what you do best—create amazing content.

Another step toward promoting a safer browsing experience for web users—Google Chrome is now identifying sites that are using unsecured HTTP by adding “not-secure” label in the address bar.

Historically, sites associated with banking and those that handle critical personal data have leveraged HTTPS to protect information entered from being intercepted by third parties. However, with user behavior being valuable in itself, publishers of all shapes and sizes are going to want to lock down.

So, what is HTTPS?

HTTPS (Hypertext Transfer Protocol Secure) is an internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site.

Data sent using HTTPS provides three key layers of protection:

ENCRYPTION
Encrypting the exchanged data to keep it secure from eavesdroppers. That means that while the user is browsing a website, nobody can “listen” to their conversations, track their activities across multiple pages, or steal their information.

DATA INTEGRITY
Data cannot be modified or corrupted during transfer, intentionally or otherwise, without being detected.

AUTHENTICATION
Proves that your users communicate with the intended website. It protects against man-in-the-middle attacks and builds user trust, which translates into other business benefits.

Without HTTPS there are ways for third parties or malicious web crawlers to swipe user information—subscribing to an email newsletter, entering a birthdate, or even content consumed online. There are several ways to identify users based on browsing behaviors.

Every unprotected HTTP request can potentially reveal information about the behaviors and identities of your users. Although a single visit to one of your unprotected websites may seem benign, some intruders look at the aggregate browsing activities of your users to make inferences about their behaviors and intentions, and to de-anonymize their identities.
Why HTTPS Matters

There are several resources available online for publishers to read up on how-tos and also best practices when registering a secured certificate. Whether readers come to your site for the latest headlines or to check out the latest trending challenge, using a secure HTTPS is an easy way to ensure they can continue browsing safely.

Intermarkets is excited to announce that Luke Rosche-Ritchie has joined the team as Junior Account Executive.

Luke will be responsible for duties previously held by Kary Jones, who was recently appointed to Manager of Publisher Development as part of the Strategic Media division to expand publisher relationships and growth. As Junior Account Executive, Luke will focus on serving the needs of Intermarkets’ advertisers and helping them reach their marketing goals. His role will be supported by Intermarkets’ existing sales infrastructure, including dedicated account managers, sales marketers and ad ops specialists.

“Intermarkets’ goal is to provide products and services that people want to buy, in ways they want to buy them,” said Michael Loy, Chief Operating Officer at Intermarkets. “Even with programmatic and automation driving a significant amount of today’s media buying and selling, it’s still essential to have experienced and qualified individuals like Luke work with advertisers looking to buy through traditional direct deals.”

Having previously worked at premier tech company Undertone, Luke brings a strong background in planning, strategy and account management for sellers.

Welcome to the Intermarkets team, Luke!

At this year’s Programmatic I/O, organized by AdExchanger, innovators and thought leaders from across our industry shared their perspectives and insights on trends, challenges, and ideas that will continue to change the marketplace.

Two days, 6 agendas, and more than 100 speakers shared ideas, challenges, and outlooks with over 1,200 attendees in 50+ carefully crafted sessions. AdExchanger’s Programmatic I/O delivered a full payload of all things digital — transparency, programmatic waste, data usage, and more. On Twitter, #progio lit up with all the best bits from the numerous sessions. Our own Erik Requidan had an opportunity to speak about Demand Path Optimization (DPO), a topic he’s influenced since inception.

DPO explores efficiencies that bring supply closer to brands that control buying inhouse. The idea is to reduce the layers in the buying process, increasing transparency and emphasizing the importance of safety and quality media.

Top 3 programmatic buyers priorities. 1. Improved targeting, 2. Effectiveness of media, 3. Transparency #progio

Other sessions called out important points like the top priorities among programmatic buyers. Better targeting, effectiveness of media, and transparency ranked highest, and we’ve seen proof of that in transactions and deal structuring in the space. By the year 2020, spending through programmatic is estimated to exceed $65 billion. Events such as Programmatic I/O and others like it are critical for our industry to stay in sync with trends to move toward a better, more efficient process to deliver value and success from marketers all the way back to publishers.

$65 billion in programmatic ad spend by 2020 #progio

StandUnited.org, a petition platform service of Intermarkets, Inc., is excited to announce that Stephanie Davari will be joining the team as a Senior Sales Executive. 

Stephanie brings more than ten years of concentrated sales experience, from companies such as Morris Media Network and Resonate, to the rapidly expanding StandUnited.org petition platform.

In this role, Stephanie will leverage her skills to build upon existing relationships with campaigns and advocacy groups, as well as identify and engage new partnerships to continue to drive growth in a positive direction.

“With her experience and the platform’s momentum coming off of 2017, Stephanie will undoubtedly help continue the current growth trend through 2018 and beyond. She is the perfect addition to support the StandUnited audience and push the platform to the next level.”
–Michael Snow, Chief Business Development Officer at Intermarkets.

StandUnited.org is the first open petition platform for audiences who share conservative values. The site’s mission is to empower people everywhere to take a stand on the issues they care about.

Welcome to the team, Stephanie!

Learn more about the StandUnited.org petition platform.

You’ve created a website full of great content and built a loyal and engaged audience, now you want to monetize it. You’re a great publisher, but perhaps not a digital advertising expert. At Intermarkets, we are monetization experts which has helped us identify the top issues that are hurting publishers’ revenues.

Many content creators do not even realize that these challenges are hurting their revenues. We’ve broken down what these obstacles are and how we’ve worked closely with our portfolio brands to combat them and drive higher revenues.

Ad Block

Viewability

Provider Blacklisting

Ad Partner Blacklisting

 

 

In the current state of digital media, service providers and content channels are vigilant, strictly policing the movement of news and content. Publishers are getting caught in filters that flag their content, and they end up losing out on traffic because search or social media providers determine something on their page is out of bounds.

The rise in clickbait seemed to be an easy cash flow for some publishers, until the providers (quickly) caught on and created systems to stop them in their tracks. Algorithms and filters checked everything, sometimes punishing sites that weren’t necessarily doing anything wrong, but the content was taken out of context and landed them on the naughty list.

One publisher in The Intermarkets Portfolio lost more than 60% of its social traffic in a month due to one poorly sourced article. The recovery of this traffic has been a slow process. From experience, we know the best way out of this hole is not to fall in it, and we can help avoid it.

Intermarkets works closely with all of our exclusive portfolio publishers to educate them on changing industry standards around the use of content. When consulting with publishers we emphasize strategies that incorporate multiple traffic sources — social promotion, content recommendation and search optimization/organic — as well as making sure the quality of their content is strong and consistent.

 

Read about other challenges publishers are facing in 2018:

Ad Block

Viewability

Ad Partner Blacklisting

Out-of-context filter flags can cause highly reputable and innocent publishers to end up blacklisted by advertising partners such as ad exchanges and demand-side platforms (DSPs). If a publisher is blacklisted by an ad partner, revenue is lost not just from one advertiser, but from the vast number of marketers and agencies who work with those partners on programmatic media buys.

Many publishers do not even know when they have ended up on an ad partner’s blacklist. Knowing what to do to solve the issue once discovered is even more of a challenge.

Intermarkets prides ourselves on our integrations and long-standing partnerships with the best-in-class advertising technology companies like OpenX, The Trade Desk, AppNexus and many more.

Intermarkets’ Ad Ops team monitors partner performance on a placement basis to detect any day-to-day variances. When the team noticed a partner disappear from our reporting on DrudgeReport.com, we quickly connected with our partner to understand what caused the website to mistakenly be blacklisted and resolve the issue. Our high-touch service and strong relationships ensure our publishers are able to consistently connect with high-quality advertisers who use our programmatic partners’ tools.

 

Read about other challenges publishers are facing in 2018:

Ad Block

Viewability

Provider Blacklisting

Since the IAB released definitive standards on viewability in 2015, buyers are keen to looking closely at sites’ scores before considering their inventory. Publishers that were once used to healthy revenues from long pages dripping in banner ads began to see CPMs drop.

When the page loads and ads are called, anything below the fold line was being counted, even though human eyeballs never saw them. The advertisers paying for those phantom impressions grew frustrated, and eventually tools were deployed to measure viewability on websites. Those scores could be integrated into the buying process and impact the value of publishers’ inventory.

Intermarkets’ portfolio publishers were no different and have adjusted course to maintain user experience, while still providing quality access to their premium audiences. We worked with our political opinion and commentary site, thepoliticalinsider.com, to enhance their ad experience. We determined that reducing the number of units from 7 to 5 and deploying in-content native ads would increase revenues. The publisher saw a 70% lift in viewability, resulting in a 50% increase in desktop RPMs and 100% increase on mobile platforms.

 

Read about other challenges publishers are facing in 2018:

Ad Block

Provider Blacklisting

Ad Partner Blacklisting