Advertisers bid to appear in the feeds next to links to Newsmax’s content. Better-performing ads appear more frequently so publishers yield the highest eCPM.
Newsmax content only goes through manual adjustments or removal. The site wants breaking news to flow through the feed, not just evergreen content with historically higher click-through rates. But in the next year or so, Newsmax plans to address automation for those pieces as well.
Within one widget, there are nine ad-served links. But the look and feel of the widgets rests completely in Newsmax’s hands, an area of importance for the publishers using the network. “We can dynamically style them so they look completely native,” Chaturvedi said.
Though Chaturvedi has served some native implementations through DoubleClick, which Newsmax uses for display ads, he cited Adzerk’s flexible APIs as one reason he chose the partner. The company deploys a Salesforce.com-like open design that enables diverse applications of its ad-server tools.
He also liked that Adzerk used a node server and a NoSQL database, technologies that makes sites load faster. When he’s been part of larger ad platforms, he’s encountered more latency.
“We needed an ad server to make a decision and knowing what kind of widget and feed it was coming from,” Chaturvedi said. “We needed tracking on how many impressions and clicks happened, and we also wanted to do RTB for our advertiser system.”
Since the self-serve RTB system opened, Newsmax has only been adding advertisers. Early adopters know they have an advantage before the marketplace grows further and bid competition increases.
Revenue growth for this module outpaces that of other digital revenue sources like display, making it a “focused area of attention” for the publisher and Chaturvedi’s development time in the future.