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The Essential Publisher Dashboards for Media Intelligence

Loretta Shen | 01.29.2018

Publishers have been through many ups and downs over the past few years – enduring rapidly evolving challenges and opportunities in digital. While digital media has become a bedrock of revenue for many premium publishers – and a new source of income for entrepreneurial independent and long tail publishers – they’ve had to adapt quickly to the market in order to turn challenges into revenue and opportunity.

From ad blocking and programmatic transparency to page optimizations, header bidding, and PMPs, publishers are dealing with more and more data streams and considerations in order to stay competitive. In order to properly optimize yield across channels and minimize discrepancies, publishers need to unify all their data and technology partners.

The answer lies in media intelligence: a holistic platform to plan, execute, and report on all their inventory and advertisers. Here are a few key dashboard views that illustrate how publishers are using to understand revenue, inventory, and yield optimization.

Executive Level Overview

What is your revenue forecast and are you on track to hit your targets? Are you meeting your eCPM goals and maximizing fill rate? Every publisher should have an executive level overview to understand where they stand against their goals.

Revenue Breakdowns

In the previous example dashboard, almost $4M is identified at being at risk. In order to dig into this number, a revenue breakdown view is crucial. Here you can customize your various levers such as sales channel, business unit, and device to identify low performing areas. Are premium direct buys driving more sales? Or is there more earning opportunity in programmatic channels? This view gives a high level sense of total revenue vs. planned revenue, and can help inform more detailed investigations down the line.

Direct & Programmatic Channel Views

It helps to have specific views for direct and programmatic channels. In the direct view, you can consolidate all direct sales data across your owned and operated properties and audience extension, including IO management, pacing, and revenue at risk. In the programmatic view, consolidate all your programmatic partner data into one dashboard to quickly evaluate how each partner contributes to your bottom line, as seen in the below example.

Partner Reporting

This report functions as an even more granular view of a specific partners performance. Use this to dig deeper into high/low performers identified in the overall partner view (as seen above), or share it with your partners so that they can manage their own performance.

External Advertiser Report

Publishers need to provide performance reporting to their advertiser clients as well. The below example is similar to an agency dashboard, and gives advertiser partners perspective on spend pacing and key metrics such as CTR and viewability rate. Advertisers can also use this report to cross-check for any discrepancies against their own internal reporting.

These dashboards should give you a sense of how publishers are operationalizing and organizing their data today to maximize revenue and make sure they are delivering for their advertiser clients. Schedule a demo today to learn more!


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