It works very well for us. ECPMs are up

Link: http://www.trafficspaces.com

From my research, I’ve concluded that sites that utilize a single ad space, like yours, are unlikely to receive much benefit from them. However, sites that utilize two or more ad spaces, especially if they’re for different formats (text, display, video…) will probably see improvement in their CPM (profit per 1000 impressions).

This is especially true for those of us using default chains to monetize all traffic. Without an exchange, we’re just guessing at which of our networks can pay the most for each impression.

That’s because the network at the top of the default chain for each ad space tends to have the best CPM, since they get first shot at the best-paying traffic. It requires a lot of time (and potentially, loss of income) for a publisher (owner of the ad space) to test each ad size with each network at the top of the chain to see who’s best. And that can change day to day, and even hour to hour.

It’s worth noting that most of the ad exchanges don’t provide ad display optimization, only CPM optimization. Since display optimization requires a lot of impressions to get right (as you found out), sites with lower traffic should look to ad exchanges that can turn this feature off.

Lastly, if you’re a publisher that also does direct campaigns (ad deals) with individual advertisers, you can use a free ad server like OpenAds, then indicate the ad exchange for default ads. This should give you the best of both worlds.

I should point out that I’m still researching ad exchanges, and haven’t yet tried any of them. Things could change, depending on what I find, but right now, RightMedia’s Direct Media Exchange, and The Rubicon Project look like the best bets.

Thank you for the mention of our service, YieldBuild, in your previous post on the subject.

We’re sorry PubMatic didn’t end up working out for you in the end. I’d like to mention that we provide a similar service, that optimizes the format, layout and position of ads across networks to maximize revenue from your site. The overall optimization goal is to maximize eCPM, and YieldBuild works with your existing AdSense, YPN and eBay AdContext accounts (so payment still occurs via them).

We encourage any site that doesn’t seem to be getting there in terms of revenue off their high-traffic sites to give us a shot. We have a growing pool of satisfied clients who like what they are seeing to their revenue figures.

(Thanks for the opportunity for the self-promotion!)

Jason Menayan
YieldBuild