New offering expands the value of the Signal product, empowering publishers to be more competitive by aligning ad experiences with advertiser requirements
Sovrn, a publisher technology platform that helps publishers and creators earn and keep more revenue, announced the launch of its latest offering – Signal Vitals. This tool is a one-of-a-kind programmatic and inventory health dashboard that is designed to help publishers optimize their ad inventory, understand how buyers value their impressions and improve media quality KPIs that drive long-term revenue. Signal Vitals is the latest tool in the arsenal for Sovrn’s Signal product, and helps publishers and advertisers offset signal loss across the open web.
The advertising landscape is shifting toward greater transparency and quality-driven performance metrics, and the industry is pushing for supply-side accountability across the board. With advertisers becoming more selective about where their ads run, and buyers using engagement-based KPIs to assess inventory value, a new tool was needed to give publishers visibility into how their inventory is perceived.
That’s where Signal Vitals comes in. With attention proven to be 2.6x more predictive of CTR than viewability, Signal Vitals helps publishers reclaim value by pricing inventory around real user engagement. This tool empowers publishers to compete in a more data-driven programmatic environment by aligning their ad experiences with advertiser requirements. It provides publishers with real-time, benchmarked insights into inventory quality including viewability, attention metrics, ads-to-content ratios and other critical data that impacts overall programmatic performance.
Marketing Technology News: MarTech Interview with Rob Rakowitz, Head of Marketing @ Vidmob
“We have seen immense change in our industry over the last several years and publishers are looking for ways to gain more transparency and improve their inventory,” said Peter Cunha, Managing Director for Sovrn’s Signal business. “Signal Vitals goes beyond standard metrics that other dashboards might offer and gives publishers a holistic view of ad performance metrics alongside ad environment quality metrics they are providing buyers, while offering actionable recommendations. With our tool, publishers can understand how demand views their inventory. Publishers can uncover the relationship between ad clutter and page performance and how their inventory quality benchmarks against the rest of the market, enabling them to make immediate adjustments in their monetization stack that align with demand preferences. This will ultimately lead to better campaign performance and higher yield for publishers over the long term.”
Signal Vitals, which is available to all of Sovrn’s Signal customers as well as Sovrn Exchange publishers with direct connections (i.e. Prebid), gives publishers enhanced transparency into how their inventory is valued by demand partners. With the ecosystem increasingly focusing on quality, publishers will be able to competitively differentiate their inventory by aligning with advertisers’ expectations. For advertisers, this means higher quality inventory with clearer engagement signals and more effective ad placements based on real user engagement metrics.
In addition, Sovrn is partnering with Jounce Media to make Jounce’s data available in Signal Vitals. The data from Jounce Media will be available to all publishers this Summer.
Marketing Technology News: Validity Acquires Litmus, Advances Leadership as Best-in-Class Global Provider of Marketing Success and Customer Data Intelligence Solutions
“Publishers deserve better visibility into how their inventory is presented to buyers,” said Chris Kane, CEO, Jounce Media. ” Signal Vitals is an important step toward arming publishers with the data they need to make informed yield management decisions and demonstrates Sovrn’s commitment to building a durable programmatic supply chain.”
Signal Vitals is currently tracking more than three billion auctions per month across thousands of domains and hundreds of demand sources. The data shows that the top 25% of publishers generated a eCPM of $1.49 or greater to start Q2. These high yielding publishers have 32% lower ad density compared to those with CPMs lower than $1.49. Additionally, publishers with higher eCPMs garner 5% more attention on average than publishers generating lower eCPMs. With this data, a publisher will be able to optimize ads-to-content ratio for higher yield outcomes.
Signal Vitals is the latest product launch from Sovrn. The company recently announced Commerce Audiences earlier this month. Sovrn continues to focus on tools that help advertisers and publishers alike, increasing revenues without sacrificing user experience.
Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.