Seven Tips For Publishers Joining Ad Networks


Guest contributor Frank Sims is Senior Vice President of Publisher Services for Viralytics Media and has compiled a list of items of which publishers seeking acceptance from ad networks should be aware. If you think because he runs an ad network this piece is self-serving, you may be right. Then again, heeding his suggestions would certainly seem to increase your chances of acceptance.

With the big Ad Networks touting ever expanding reach and a firm grasp of the "Long-Tail", it almost seems like a slap in the face when you receive that denial letter stating that "your site is not a proper fit for our network at this time". Well don't worry, it may not be due to the fact that your site has an unpleasant design or inferior content - you may have just broken one of the ad network's 7 deadly publisher sins.

To help guide you through the treacherous submission process, here is a list of the seven things to be aware of when applying to the big CPM networks.

1. Use an email associated with the domain you are submitting.

This is often the first strike against a publisher. The network's must first confirm ownership of the web property and if you use a free email (i.e. you could get sent straight to the trash bin.

2. Make sure your site is free and clear of any profane language.

With advertisers ever increasing demand for transparency and quality control, finding a four letter word on your site can spell disaster for your site's application. For all you forum owners, make sure you do a thorough clean up of any postings that may have recently gotten a little out of control.

3. Don't be a forum.

You saw that one coming, didn't ya? Yes it is true the big bad Ad Networks are terribly scared of your little forum. For reasons stated in Sin #2, forums with unmoderated content can send shivers down account reps spines when a call comes in from an irate client who is demanding an explanation as to why her Disney ad is smashed up next to bit of less than flattering content on your forum. However, there is an exception to this rule. If your forum is related to a very specific (and profitable) niche category or topic such as Toyota Trucks, you could possibly slip right in.

4. Provide a Default Ad Tag

Certain networks request a sample default ad tag. This seems like a needless bother, but if you fail to provide one you will be getting the dreaded denial letter very soon in your in-box. Just give them something, even if it's not your own default code. You can change it once you have been accepted into the network. It's just to prove that you are working with another legitimate network and that you aren't going to be serving up blank ads once they eventually run out of their super sweet CPM network ads.

5. Unlock Your Domain Privacy

Privacy is a big concern for all of us. While you are in the application process with big networks you need to unlock your domain's privacy setting. This will allow you to prove ownership. Once you have been let into the network, then you can lock it back up.

6. Don't Call the Network

This may be one of the most important rules of all. Theses networks are bombarded with a deluge of emails and phone calls from eager publishers all day long. They have plenty of choices to choose from and the publishers who they assume will be a pain in their back sides are likely to get an immediate deletion of their site application.

7. Don't Lie About Your Traffic Levels

Yes, we all do it. We say our blogs get 1.2 million page views a day when in fact it's closer to 1.2. Why this is even still on the application form of the major ad networks, I have no idea. Be realistic about where you are. They have systems in place that tell them exactly how much traffic you are getting, so the closer you are to the reality, the closer you are to getting in!

by Steve Hall    Sep-17-08   Click to Comment   
Topic: Online, Opinion, Tools   

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Great Article!

Posted by: Melvin Wong on September 17, 2008 4:18 PM

Love the post, but I think #7 could go even further by advocating networks run public analytics, rather than the current Tour de France drug testing-style method currently in place.

Posted by: Mike on September 19, 2008 9:05 AM