Monetization in Adfox

About monetization

Monetization is a service that allows website owners to sell traffic on their platforms through the Yandex Advertising Network using Real Time Bidding (RTB) technology.

Owners of websites that sell traffic using Adfox Monetization enjoy a wide range of external monetization opportunities: DSP banners, Yandex Direct ads, and Yandex display ads take part in a single RTB auction.

The monetization service is connected to the Yandex Advertising Network and is fully integrated with Adfox, which allows website owners to use all available media inventory and increase ad revenue with a single technology.

Monetization supports multiple business models:

• Managing own sales
• Monetization by Yandex
• External monetization
• Own promotion

How banners are served

The general structure of the banner serving process looks as follows:

Let's say there's a Dynamic Monetization ad campaign in a placement.

A user visits the site page where an asynchronous Adfox ad tag is embedded. At this point, a banner request is sent to the ADFOX server.

1. First, a banner to be displayed is selected among Guarantee campaigns (levels 1–10).

2. If no appropriate banner is found, the right to display banners is transferred to a Dynamic Monetization campaign (level 11). At this level, the Yandex Advertising Network and other monetizers enabled using Header Bidding technology can participate in an auction.

3. If a YAN campaign wins the auction, bidding for this impression takes place inside the YAN. Depending on the results, there are two possible options:

   • If a banner is selected for display in the YAN, it is sent to the page opened by the user.
   • If no banner is found in the YAN, the banner to display is selected among other Dynamic Monetization campaigns or the campaign level is changed to Promo.

As a result, placement traffic is not lost and is monetized in any case.

Advantages of using Monetization

1. Expanding opportunities to increase revenue:

   • When you enable Yandex ads, it provides ad budgets not only from DSPs present on the market but also from advertisers who place display ads in Yandex and contextual ads in Yandex Direct.

   • Reducing traffic losses by consistently using multiple monetization channels. Before the integration, there were two types of strategies:

     • Focus on own sales, with remaining traffic handled by the Yandex Advertising Network (which is prohibited by the rules).

     • Focus on the Yandex Advertising Network, with remaining traffic handled by the code of own placements.

     In both cases, the impression would be lost after running through the second code and the absence of matching ads.

     In the new system, when the Yandex Advertising Network is unable to show the banner to the user, the request is passed back to Adfox, and a banner is selected from campaigns with the next priority level, ensuring no traffic loss.

   • Optimization of the revenue from various monetization channels by setting the priority depending on the CPM sold or the Bid Floor set in the channel, considering the fulfillment of obligations for the volume and frequency of own sales.

   • Consultations from both Yandex Advertising Network and Adfox specialists on optimizing the website structure and using ad placement codes.

2. Reducing the risk of dumping for major commercial advertisers:

   • Setting up the advertisers' catalog helps manage platform availability to ban ads from unwanted market segments down to a specific brand.

   • Option to filter out unwanted ads:

     • Block by brand.
     • Block by ad category.
     • Block by domain.

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