We are delighted to announce the launch of our new Analytics Center, a suite of tools that empower publishers to grow their businesses across desktop and mobile worldwide.
Here at CodeFuel, we utilize advanced technologies, including Artificial Intelligence and Machine Learning to ensure that user intent results in higher yield for publishers, putting an emphasis on capturing consumers at the right moment and delivering them to the right advertisers.
Today, 68% of all shopping begins online, even if the actual purchase itself happens at a store. This is partly a result of the fact that two-thirds of consumers conduct some form of online research before making their purchase. The more often consumers turn to online content to help them decide on their next purchase, the more decipherable online shopping journeys become. This is where we come in, our efforts are focused on converting intent to revenue, revolutionizing the advertising landscape for both publishers and media buyers.
The newest addition to our publisher-centric tools, The CodeFuel Analytics Center is a data-rich dashboard and a sophisticated tool that enables publishers to gain valuable, actionable insights, improve their strategy, and increase revenue. The center features include real-time insights for traffic optimization, pre-defined performance reports, and customizable analytics presented using various filters and metrics.
“The new dashboard has already received positive feedback from our publishers who are pleased with its ease of implementation, advanced analytical capabilities, and reporting capabilities,” said Tal Jacobson, General Manager, CodeFuel.
“Our teams continue to invest in additional features and tools to help publishers maximize yield and monetization for their digital assets.”
Care to learn more about how you can turn intent into revenue on your digital properties?
The SDK is one of the most commonly used tools in advertising technology (AdTech). Although most publishers and advertisers routinely use SDKs for serving ads, you may be wondering about the details: what it is, how it works, and what it contains. Understanding what SDKs are and how developers use them is critical to understand what makes one suitable for your needs.
Definition & Meaning of an SDK
SDK stands for Software Development Kit. Alternative terms include “devkit” or “dev-kit.”
SDKs are software packages containing multiple programs and tools designed to create computer applications. The SDK can be considered the computing equivalent of a toolkit.
The type and nature of an SDK’s tools vary depending on its intended purpose. They may include documentation, compilers, code libraries, code samples, development environments, editors, debuggers, testing and analytics tools, and many more.
SDKs are typically designed for building an application on a specific operating system or platform using one or more programming languages. For instance, developing an Android application usually requires an Android-specific SDK.
Resources and Sets of Tools Found in SDKs
Although each SDK is unique, most contain the same types of tools. Below are some of the most common types of SDK tools and software.
Compiler
The compiler is one of the most critical elements of an SDK. Compilers are specialized software capable of translating a program’s human-readable source code into machine-readable, executable code.
Developers need compilers to create applications and programs from code written in a specific programming language for a particular operating system or environment.
For example, a developer building an application using the C++ programming language meant for a Windows system needs a compiler that can read and interpret C++ code and compile it into a format executable by the Windows operating system (e.g., a .exe file).
Most compilers work according to a 5-step process:
Lexical and syntax analysis: The compiler splits the source code into lexical tokens, which can be viewed as the programming equivalent of sentences. It then reads each sentence and checks for syntax errors. If it finds none, the compiler proceeds to the next step
Semantic analysis: The compiler analyzes the code a second time to verify its accuracy and check for logic errors.
Intermediate representation: After verifying the source code has no semantic errors, the compiler translates it into a format known as Intermediate Representation (IR). IR code is a representation of the source code in a format closer to that of machine-readable executable code but isn’t yet ready for execution.
Optimization: Compilers optimize the IR code to ensure it runs faster and more efficiently (consumes less computing resources). Optimization may trim, tune, or rewrite specific parts of the IR code to make it leaner, but it cannot change the code’s functionality or meaning.
Output: The compiler uses the optimized code to generate a machine-readable executable program.
Debugger
Debuggers, also known as debugging tools, are another category of essential tools found in SDKs. Debuggers are specialized software capable of reading other programs and checking for software bugs, a broad term encompassing a range of programming flaws, errors, unintended behaviors, and other faults.
Although debuggers cannot detect and remove every bug in a program, they are crucial to the development process because they can help developers remove as many errors and issues as possible from the software or application before release.
Developers primarily employ debugging tools during the testing phase of a typical software development cycle, which takes place just before deployment and release and after design and development.
Debugging occurs relatively late during a program’s development cycle because it is essential to a program’s testing and quality control phases. It can only be efficiently performed after the code no longer needs fundamental changes, as adding new code after debugging carries the risk of introducing new, undetected bugs.
APIs
API stands for Application Program Interface. Although SDKs are often confused with APIs, they are not the same and perform different tasks.
An API is a set of functions designed to allow communication between two different programs, applications, or computing platforms. SDKs typically contain multiple APIs designed to facilitate development. Although the purpose of an SDK is to develop applications, a developer can also use the tools in an SDK to build their own APIs.
Documentation
SDKs typically feature documentation detailing how to use each of the tools and elements it contains. SDK documentation may either be offline and included in the SDK in the form of readable files or hosted online on a website. Besides text file documents, an SDK’s documentation may also include sample images, illustrative graphics, FAQs, and even tutorials.
Code Samples
Code samples are snippets of pre-written code. In SDKs, code samples feature functional examples of what a developer can do with the SDK, helping them contextualize the SDK’s capabilities.
While most code samples can function as examples to draw inspiration from, developers know that the code samples included in an SDK are already functional and potentially usable for developing an application. Consequently, many developers may also choose to integrate code samples (or parts of them) directly into the source code of a new application.
Programming Libraries
A programming library (or code library) is a packaged collection of prewritten code designed to perform specific tasks arranged and organized by function. Developers rely on libraries to solve common tasks and issues more quickly, reducing overall development time and improving the source code’s reliability.
Because code libraries must contain prewritten source code, each library is specific to a programming language. For example, a developer writing an application using the Python language can only use libraries containing Python code, such as NumPy or TensorFlow.
Frameworks
At first glance, a framework may seem similar to a programming library: both contain code snippets designed to solve specific tasks and save time. However, many SDKs include both code libraries and frameworks, and the specific ways they help a developer are fundamentally different.
The best way to understand the difference between a programming library and a framework is with the calling analogy. With a code library, the developer’s source code calls on the features in the library to achieve a specific task. In other words, the developer uses libraries to control the application’s flow.
In contrast, if a developer uses a framework to build an application, the framework serves as a foundation that calls on the developer’s source code. The developer may not integrate new functionality if it isn’t compatible with that framework. In other words, the framework controls the application’s flow.
API Testing and Analytics Tools
Many SDKs include additional tools alongside APIs, such as API testing and API analytics software. The purpose of these support programs is to test an API’s performance and verify it functions as expected while meeting all relevant security and reliability standards.
Developers relying on one or multiple APIs to build an application may use these testing and analytics tools frequently during the testing stage of the development cycle.
What Does an SDK Do?
Each SDK is different, meaning there is no step-by-step guide that can be employed to use all SDKs. However, certain general principles apply to most SDKs: how they are made and distributed, what kinds of terms and conditions apply when using them, how developers might use the tools inside an SDK, and how SDKs impact the release of a finished application.
How SDKs Are Made
Before developers can use an SDK for building apps, another team of developers must design and create it. Most successful SDKs come from large firms that have developed their own operating systems, platforms, or applications.
In these instances, the SDK is typically intended for developers looking to build apps compatible with a platform developed or managed by the SDK’s authors. For example, the Android Native Development Kit was developed by Google to allow developers to use C and C++ code for developing Android applications.
However, SDK development isn’t restricted only to large companies. Depending on the SDK’s intended purposes and applications, skilled developers can independently develop their own SDKs, provided they are intimately familiar with the target programming languages, operating systems, and APIs.
SDK developers must also have the resources to build all necessary documentation, develop 100% functional and bug-free code samples, and, if needed, design custom tools (e.g., compilers, debuggers, etc.).
Who Can Use an SDK
The distribution channels employed to make SDKs available to developers vary depending on who built the SDK and what types of applications it is designed to build.
Although most SDKs are free, many come with licensing agreements outlining terms and conditions for the developers. For example, a freely available SDK may include licensing terms that allow developers to build applications but not permit redistribution of the SDK or commercial use of applications built using this SDK.
Consequently, a developer must carefully review and understand the SDK’s licensing terms, as it can significantly impact their application’s development and publishing processes.
Some SDKs are not freely available and only accessible to developers under specific conditions. For example, some platforms require developers to purchase the SDK directly or pay to become a member of the SDK authors’ platform as a condition for accessing the SDK.
More rarely, specific SDKs may be private to a particular company or business and intended for internal use only. For example, a video game development company may develop an SDK for the sole purpose of aiding developer employees with building new games. Such SDKs are not intended for public usage and typically contain many proprietary tools and software.
How Developers Use SDKs for Software Creation
Generally speaking, after a developer has acquired the SDK that will let them develop an application in their chosen combination of programming languages and target platforms, the general usage steps are relatively simple:
Install the SDK
Start development using the SDK’s interface
Use the tools provided by the SDK to expedite or facilitate specific aspects of development
Compile the source code into a functional application
Although SDKs are described as the programming equivalent of a toolkit, meaning developers use the contents of an SDK as tools to build new applications, the industry frequently uses the term “integration” to refer to elements intended for direct use and insertion into the source code of a new application.
For instance, “integrating an SDK” doesn’t mean the developer includes the entirety of the SDK in the application’s code. Instead, it is a shorthand to refer to the elements of an SDK that a developer can directly integrate, such as code samples, code pulled from a library, APIs, and frameworks.
A good way to understand the difference is to use the toolkit analogy and compare SDK tools to spare screws and screwdrivers: Some SDKs feature tools comparable to screwdrivers (e.g., compiler, debugger) and elements more like screws of specific kinds and sizes (e.g., library code, APIs). The finished product may contain the latter, but you wouldn’t expect it to include the former.
CodeFuel Can Help You Find the Best SDKs
At CodeFuel, we can help software developers and publishers find the best and most fully-featured SDKs to build and monetize applications as efficiently as possible. Our team can also help you find other avenues to monetize your digital properties and make the most out of your available assets. Contact us today for more information.
People and companies in the digital advertising industry frequently buy and sell ad inventory on dedicated marketplaces known as ad exchanges. However, there is a lot of confusion surrounding ad exchanges. Learn what an ad exchange is, how it works, who uses them, and how to avoid confusing ad exchanges with other similarly-named concepts, such as ad networks.
What is an Ad Exchange?
An ad exchange is a specific online marketplace where individuals, companies, and entities involved in the digital advertising business can buy and sell ad inventories. The many types of entities that can use an ad exchange include advertisers, publishers, supply-side platforms (SSPs), demand-side platforms (DSPs), and even ad networks, ad agencies, and agency trading desks.
Seller Entities
Seller entities (e.g., ad networks, SSPs, publishers) with ad inventories for sale gather on ad exchanges to create pools of assorted ads.
Buyer Entities
Buyer entities (e.g., advertisers, DSPs) can view the presented inventory pools and bid on them in real-time.
Ad Inventory Types
Ad inventories can be classified by type or format: display ads, native ads, in-app ads, video ads, mobile ads, etc. In exchange for benefitting from an ad exchange’s global reach, publishers have complete control over the inventory for sale, with options such as setting floor pricing, viewer targeting, or functions letting publishers add and block demand sources.
How to Use an Ad Exchange
Publishers looking to get started with ad exchanges can typically contact one directly and follow the exchange’s directions and requirements to become a member. However, most ad exchanges impose minimum traffic and revenue requirements. For this reason, it is impractical for a small or medium publisher to join an ad exchange unless supported by a suitable SSP or ad network.
Types of Ad Exchanges
Ad exchanges are categorized into three sub-types: open exchanges, preferred-deal exchanges, and private marketplaces (PMPs). Each type is suited for different kinds of publishers.
An open ad exchange is open to everyone meeting the minimum joining requirements. All inventory offered on open exchanges is available via real-time auctions to all buyers, allowing entities to purchase and sell ad inventory programmatically.Examples: OpenX, Yahoo
Preferred-deal exchanges are best suited for publishers wishing to negotiate a fixed price to a preferred list of advertisers.Example: Preferred Deal campaigns on Google Ad Exchange
Private marketplaces (PMPs), also called private exchanges, are closed exchanges reserved for premium publishers and selected advertisers with the highest-quality ads. This level of exclusivity allows publishers to sell their inventory at the highest prices.Example: Smaato Exchange’s private marketplace
How does an ad exchange make money?
Although the exact terms, conditions, and revenue models vary from platform to platform, most ad exchanges employ three primary monetization methods: setup fees, publisher commissions, and advertiser commissions.
Setup fees: Many ad exchanges impose setup fees on all entities joining their platform. Setup fees are typically flat rates in exchange for continued usage of the ad exchange.
Publisher commissions: Ad exchanges may require publishers to pay a commission, typically a percentage of the money they earned from using a particular advertiser’s inventory. For example, if an ad package valued at $6,200 has a 10% commission, the publisher pays the ad exchange $620.
Advertiser commissions: Some platforms may require advertisers to pay a commission, typically a percentage on top of the value of a negotiated deal.
What is an example of an ad exchange?
A typical example of a programmatic ad exchange is Google Ad Exchange. Publishers and ad agencies may join Google Ad Exchange to sell their ad inventories, and advertisers and ad networks may join the platform and compete via real-time bidding to obtain the inventory available for sale.
Best 10 Ad Exchange Companies for Publishers
Although there are hundreds of platforms for publishers to choose from, only a select number are among the top performers. Here are the top 10 highest-rated ad exchanges available today and which features, benefits, and unique value propositions each one has to offer for publishers.
1. Yahoo (previously Verizon Media)
Previously known as Oath and Verizon Media and better known for its search engine, Yahoo is a top-performing media and tech company operating one of the world’s largest ad exchanges. Verizon Media serves over 800 million users daily, including an extensive network of publishers, advertisers, and other entities in the digital ad industry.
The Yahoo ad exchange offers an array of monetization options designed to be as easy to use and implement as possible, compatible with multiple ad types and form factors across all common devices, such as desktop, mobile, and tablet-optimized. The ad exchange’s underlying technology is also employed to power the websites of some of Yahoo’s biggest publisher clients, such as TechCrunch or the Huffington Post.
If you are a publisher, Yahoo’s ad exchange offers the following features and benefits:
High-quality ad creatives
Compliant with worldwide privacy regulations (e.g., the European Union’s GDPR)
Complete ad inventory management tools, including tracking of earnings from different channels and avenues
2. OpenX
OpenX is a high-performance programmatic marketplace designed to empower publishers with detailed, actionable insights regarding their audience. The exchange’s primary tool, OpenAudience, is a powerful audience identity and data matching tool that enriches trillions of ad requests with valuable user data daily.
OpenX is also protected by robust anti-fraud and anti-malware measures and is a certified member of the Trustworthy Accountability Group (TAG). These certifications ensure that publishers and advertisers partnering with OpenX are safe from bad actors and the threat of malvertising.
Publishers partnering with OpenX enjoy the following advantages:
Access to OpenX Bidder, an internally-developed, in-house maintained header bidding solution providing publishers access to premium buyer entities.
A real-time guaranteed feature predicting audience volume and statistics giving publishers valuable data and insights for optimizing their monetization strategies and improving buyer-seller deals.
A secondary mobile-optimized ad exchange where buyers and sellers can trade mobile ad inventory exclusively.
3. MoPub
MoPub was founded in 2010 as an app monetization platform for publishers and developers. After Twitter acquired the company in 2013, MoPub became a Twitter subsidiary and began offering ad exchange services with an exclusive focus on the mobile market.
Today, MoPub is one of the world’s largest ad exchanges and one of the top-performing platforms for buying and selling mobile ads, serving over 1.5 billion users and partnering with over 50,000 developers and publishers, including industry leaders such as UbiSoft and Zynga.
Publishers using MoPub can expect the following benefits:
In-app monetization features
Real-time bidding and mobile mediation features, ensuring publishers have access to the best demand sources
Real-time impression tracking
Data tracking displays revenue at the impression level, allowing publishers to understand the exact value of their ad inventory
4. Google Ad Exchange (AdX)
Google Ad Exchange (AdX), previously known as DoubleClick Ad Exchange, is the search engine giant’s ad network. It is powered by Google technology under the same umbrella as Google Ad Manager. As a premium ad exchange, only registered members of the Google Display Network (GDN) can use Google AdX to buy and sell ad inventory.
Google Ad Exchange lets buyer and seller entities trade ad inventory using one of two auction models: open and private auctions. These models mean that Google AdX can function as either an open exchange or a private marketplace (PMP), providing high flexibility and a wide range of pricing options.
If you are a small or medium publisher looking to access Google AdX, you likely do not meet Google’s stringent requirements to join the platform. In that case, you may need to partner with a Google Network Partners (GNP) program member.
Joining Google AdX grants access to the following features and benefits:
Account-level filtering of advertisers and ad creatives, giving publishers total control over the content displayed on their sites, apps, and other properties.
Numerous reporting criteria and parameters: Publishers can organize their data reports by geographic area, above-the-fold (ATF) units, below-the-fold (BTF) units, layouts, sizes, and many more.
Maximum convenience: Google AdX handles as many aspects of ad serving as possible (delivery, payment, currency conversion, etc.) to ensure you can focus on monetization instead of configuration.
5. Magnite (Ex-Rubicon Project)
Magnite is the ad exchange formerly known as the Rubicon Project. Founded in 2007, this advertising platform is the world’s largest independent supply-side platform (SSP) and one of the world’s busiest ad exchanges, with over one billion deals completed monthly.
Many high-profile clients buy and sell ads on Magnite, such as eCommerce giant eBay, the Wall Street Journal, or video game publisher Gameloft.
Magnite is renowned for its focus on header bidding technology, being a major contributor during the development of Prebid, an open-source unified auction platform letting media owners deploy header bidding through a Javascript wrapper.
Publishers partnering with Magnite enjoy the following benefits:
Publishers with little to no technical knowledge can still take full advantage of Magnite’s features, thanks to an easy-to-use user interface (UI) and superior user experience (UX).
Magnite staff can provide publishers with manual assistance on request.
Magnite has a global reach, letting publishers access worldwide demand from a single platform.
6. Index Exchange
Index Exchange (IX) is a global ad marketplace built on the principles of openness, transparency, and neutrality, letting advertisers and publishers buy and sell ad space and ad inventory safely and efficiently.
Index Exchange is operated by the IX Team and trusted by some of the world’s most trusted media and news companies, such as The Economist, Business Insider, and The Telegraph.
Publishers partnering with Index Exchange can expect the following benefits:
The platform is powered by Business Intelligence (BI) software, providing publishers with a wealth of data points for publishers to optimize their strategies
The Wrapper Pulse API and IX exchange tool provide publishers additional actionable insights, such as impression count, geographic regions, bid cycles, and revenue information.
7. Smaato Exchange
Smaato is an ad technology company operating Smaato Exchange (SMX), a self-serve, real-time bidding (RTB) ad exchange platform. SMX specializes in mobile applications exclusively, serving in-app ads globally. The exchange processes over 150 billion requests monthly.
Smaato’s SMX platform offers app developers and publishers monetization options for their ad spaces through real-time bidding or programmatic waterfall solutions.
Publishers choosing SMX may enjoy the following benefits:
Access to over 450 demand sources worldwide
Fully-featured ad exchange, with open and private marketplaces, options for RTB, direct deals, and third-party mediation.
Publishers can find the best price for their ad spaces in under200 milliseconds
8. AppNexus
AppNexus is one of the best-known advertising marketplaces, offering advanced monetization services to seller and buyer entities alike. The platform employs cloud-based software that allows publishers to optimize revenue yields quickly and efficiently by automatically connecting them with third-party DSPs worldwide.
AppNexus is the preferred ad exchange for major players such as Axel Springer S.E., Underdog Media, and the tech giant, Microsoft.
Publishers looking to partner with AppNexus will enjoy the following benefits:
An internally-developed algorithm, Forecast Shaped Pacing, allows publishers to earn more by evenly distributing budgets, causing ad inventories to be matched to more programmatic demand during peak hours.
A fully-featured publisher suite with numerous features: a supply-side platform (SSP), audience extension features, ad serving options, and many more.
Publishers have access to detailed data logs, letting them verify whether their ad inventories have been sold in fair conditions on open markets.
9. SmartyAds
SmartyAds is a real-time bidding (RTB) marketplace and open ad exchange designed to function as the ideal intermediary between web advertisers and publishers.
SmartyAds processes over 135 billion impressions monthly and is widely considered a white-label platform in the ad exchange industry.
Publishers with premium desktop and mobile ad inventories for sale can use SmartyAds to access worldwide advertisers and sell their inventories according to their exact needs and specifications.
If you are a publisher partnering with SmartyAds, you will gain access to the following features:
SmartyAds CPI, a full-stack solution powered by artificial intelligence (AI) and designed to help mobile app and game publishers reach more buyers.
An automated anti-fraud system protecting publishers from bots, fraudulent advertisers, and other bad actors using a Fraud score system.
Unlimited access to demand sources, ensuring publishers can close deals that benefit them at every opportunity.
10. PubMatic
PubMatic is an ad technology company running the PubMatic Ad Exchange, a publishers-first, data-driven monetization platform powered by full-stack technology.
PubMatic is often considered a top choice for publishers of all sizes because it prioritizes premium advertisers, helping them connect to publishers at any scale.
This ad exchange delivers over 65 billion daily impressions and serves ads to over 800 million worldwide users. Top publisher clients include Dictionary.com, the Boston Globe, and Complex Networks.
Here are the top features and benefits offered to publishers on PubMatic:
PubMatic’s OpenWrap header bidding wrapper, an open-source solution designed to facilitate client-side, server-side, and hybrid header bidding.
Internally-developed RTB technology with access to a large and competitive pool of bidders, increasing potential revenues.
PubMatic’s automatic traffic verification system helps keep invalid traffic (e.g., bots) out, preserving your brand safety.
Advantages of Using an Ad Exchange for Publishers
Publishers and seller entities with ad inventory for sale have many reasons to choose an ad exchange over another platform or method.
Here are some of the most significant advantages of ad exchanges for publishers:
One of the most valuable features offered on most ad exchanges is minimum CPM settings, ensuring publishers always get a fair price for their inventory.
Publishers can use filtering and blocking tools to block competing, sensitive, or brand-damaging content.
Publishers have greater control over the sizes and formats displayed on their digital properties.
Publishers have complete control over when and where the exchange will display their ads
Ad exchanges offer more customization options than other platforms, letting publishers configure fonts, text colors, and corner styles for multi-ad placements.
Advantages of using an Ad Exchange for Advertisers
Advertisers and other buyer entities looking to purchase ad inventory may find many benefits in using an ad exchange.
Here are some of the most significant advantages of ad exchanges for advertisers:
Advertisers have access to powerful audience targeting and performance. optimization tools, allowing them to increase their ROI and choose their audience
Advertisers can use display frequency tools to control how often ads are shown to the same users.
If an advertiser finds publishers they don’t wish to partner with, they can use the ad exchange’s block-listing functionality to prevent interactions and transactions.
Ad exchanges offer advertisers a high degree of control over their ad spend budgets through price setting and bidding functions.
Ad Exchange vs. Ad Network
Although they are frequently confused for one another, ad exchanges and ad networks are not the same. Here is a table illustrating the most significant differences between the two platforms.
Principle
How it works
Operating entity
Intended users
Transparency
Inventory Quality
Pricing
Ad Exchange
Marketplace platform where all entities involved in digital marketing can buy and sell ad inventory.
Ad exchanges are powered by digital marketplace technologies.
Advertisers, publishers, ad agencies, ad networks, other ad exchanges, SSPs, DSPs, etc.
Seller entities are fully aware of who the buying entities purchasing their inventory are. Some exchanges even allow buying entities to see competitor bids.
Inventory quality depends on how open the exchange is; open exchanges sell all available inventory, whereas preferred-deal exchanges and PMPs focus on premium-quality inventory.
Fluctuates depending on the bids placed by buyer entities
Principle
How it works
Operating entity
Intended users
Transparency
Inventory Quality
Pricing
Ad Network
Platform primarily intended to serve as an intermediary between advertisers and publishers.
Ad networks are operated by companies.
Primarily publishers and advertisers.
Buyer entities do not know which sites, apps, or digital properties serve their ads, and selling entities do not know which companies buy their inventory.
Typically focuses on ad inventory being sold for the first time. Most networks have terms and conditions imposing minimum quality requirements.
Determined by the network
What is the best ad network for publishers?
As a publisher, the best ad network for your needs depends primarily on your size.
If you are a larger publisher, a registered Google Display Network (GDN) member, or a smaller publisher participating in the Google Network Partners (GNP) program, then Google Ad Exchange is the best choice.
Despite the rise of numerous high-performing competitors, Google AdX remains the world’s most popular Internet advertising program, leveraging Google technologies to optimize ad placement and contextual ad serving.
If you are a smaller publisher or a start-up looking to make your first steps with an ad network, then a platform such as SmartyAds may be better suited, as it allows publishers to scale up or down easily and without the need to meet additional requirements.
Best Ad Exchange Alternative: CodeFuel
Whether you are a small-scale publisher having difficulties joining an ad exchange, or want to further optimize your earnings with an additional solution, CodeFuel offers the features you need.
CodeFuel is here to help you leverage as many monetization avenues as possible for your mobile apps, websites, blogs, browser extensions, and other digital properties. We offer the following options:
App monetization: Whether you operate a desktop or mobile app, CodeFuel can help you earn money through intent-based monetization.
Search mediation: Optimize your search revenue per visitor with optimized landing pages, tailored verticals, and more.
Ad exchanges are a type of virtual marketplace designed to connect buying and selling entities for trading ad inventory and ad space.
2. Are ad exchanges safe?
Although not all ad exchanges are safe, there are ways to ensure you are working with a trustworthy partner, such as compliance with IAB standards, transparent policies, or the presence of anti-fraud systems.
You can benefit from additional layers of security by using preferred-deal exchanges or private marketplaces (PMPs), as their more exclusive nature significantly reduces the chances of dealing with a bad actor.
3. What is the best ad exchange?
The world’s best-performing ad exchange is Google Ad Exchange (AdX), due to having access to the largest ad inventory and some of the world’s most advanced technology and safety measures. However, many other platforms and alternatives are available, some of which may be better suited for your needs as a publisher.
Final Thoughts
If you own or operate a website, mobile application, or any other digital property in need of monetization, CodeFuel can help you. Our experts can help you research and leverage as many monetization avenues as possible and maximize your earnings. Contact us today to get started.
Mobile devices comprise the largest segment of Internet-connected devices, surpassing computers in the mid-2010s. Consequently, developing functional, powerful, and responsive mobile applications is crucial to ensure the best possible user experience.
Top-performing SDKs for developing applications on mobile platforms provide developers and publishers with the tools and functionality they need to build the best-rated apps.
What is an SDK?
A Software Development Kit (SDK), also called a dev kit, is a package containing pre-built software tools and functions that app developers can use to build new applications.
SDKs help developers save time while developing a program or application by providing ready-made code libraries, APIs, and other essential elements, without the need to code bespoke solutions from scratch.
Although SDKs aren’t exclusive to the mobile landscape (e.g., many desktop PC and Mac applications were built using SDKs), apps developed using SDKs are most commonly found in the mobile market.
Types of Mobile SDK App & Tool Frameworks
Application SDKs allow developers to build many different types of applications, grouped into three broad categories: native apps, web apps, and hybrid apps.
1. Native Apps
Native applications are mobile apps designed explicitly to run on a specific operating system. In the context of mobile applications, native app SDKs are grouped by mobile OS. For instance, you may find SDKs for building Apple iOS applications, SDKs for developing apps on Android, and SDKs for creating Windows Phone apps.
Generally speaking, native applications only work on one operating system. For example, an Android application (e.g., a .apk file) does not run on any Apple iOS device.
Occasionally, and particularly in the case of long-running operating systems that have been updated and iterated on for many years, specific SDKs let developers build applications that are only compatible with a particular range of version numbers.
In practice, such applications may not function or work reliably on old versions of that OS, requiring developers to exercise caution, especially if compatibility with a wide range of devices is a concern. For example, an application developed for Android 12 (release date October 2021) may not necessarily run on Android 3.0 (released February 2011).
Pros of native apps:
Consistent User Interface: A native application can utilize the operating system’s native UI, resulting in a consistent look, feel, and interface functionality.
Access to Device Features: Native applications can take advantage of the host device’s full suite of features and capabilities. For example, a native Android app designed to run on an Android phone could request access to the device’s cameras for the app’s functionality, in part or whole.
Optimized Performance: A native application isn’t dependent on any other program or shell to run, allowing it to use the device’s resources more efficiently than the other app types. If you want an application that runs well or demands significant system resources, native apps are the only reliable solution.
Cons of native apps:
Compatibility: By nature, a native app only works on a single operating system, and unless it is regularly updated to support newer versions of that OS, it risks becoming incompatible with more recent devices as time passes. The developers must regularly maintain such apps. Additionally, if you want the same application on a different OS, it must be effectively built a second time from the ground up using an appropriate SDK.
Storage: Native apps are much like computer programs on a desktop PC or Mac: they take storage space. Every time the application needs to be updated, the user must download the new version, requiring them to pay attention to their remaining storage space.
2. Web Apps
Although web applications may appear to have similar functionality as native apps, they do not run directly from the user’s device. Instead, a web app runs from a web browser and is effectively an advanced, application-like website. A web app comes with its own interface, which adapts itself to the user’s device and web browser.
Technologies and SDKs used to develop web apps are similar to those needed to create websites and include programming languages such as HTML5, Javascript, Ruby, PHP, Python, Perl, and many others.
Pros of web apps:
Lowest Development Costs: The most significant advantage of a web app is the ease of development. There is no need to use SDKs or technologies specific to a particular mobile device’s OS; the general rule of thumb is that if it runs on a web browser, it can run on any web browser and, therefore, any device.
No Downloads: Users access web apps like websites; by visiting the corresponding URL from their browser, then letting the app load. All functionality is immediately available, with no file downloads.
Easy Maintenance: When developers must update the app, users don’t need to download files; at most, refreshing the page is all that should be necessary on the user’s end. This trait makes updates painless and eliminates the need to rely on app stores.
Cons of web apps:
Online Connectivity Required: Unless the apps use special technologies that allow them to function at least partially offline (e.g., Progressive Web Apps), web apps typically stop working or become unavailable if the user doesn’t have an Internet connection.
Browser Dependency: Unless your web app only uses the most basic functionalities found on most web browsers, user experience (UX) may vary depending on the device and browser they use, which diminishes UX consistency.
3. Hybrid Apps
Hybrid applications are a technological bridge between native and web apps, offering a mixture of both technologies to balance performance and ease of maintenance. Hybrid apps are, at their core, web apps augmented with an array of tools and technologies to make their behavior and performance closer to a native app.
For example, hybrid apps may have app icons like native apps, offer partial or full offline functionality, or access device features like the microphone, cameras, or accelerometer.
Consequently, the SDKs used to develop a hybrid app usually include a mix of tools and libraries useful for both native and web apps. Programming frameworks include React Native, Flutter, and Ionic.
Pros of hybrid apps:
Balanced Performance and Costs: The development costs and performance of a hybrid app both fall between native apps and web apps. They are cheaper and faster to develop than native apps but offer better reactivity, use of the device’s capabilities more efficiently, and provide a more consistent UX than web apps.
Reliability: Developers building apps for markets with slow or unreliable Internet connections may find hybrid applications an attractive solution because they load quickly and maintain partial functionality even when the connection is lost.
Cons of hybrid apps:
Performance Compromise: While hybrid apps offer many advantages, they cannot use the device’s resources as optimally as a native app, and they are, by nature, more complex and more expensive to develop than web apps. Developers and publishers must carefully consider the app’s goals before choosing this type of application.
Top 10 Best SDK Apps and Tools
Most of the top-performing applications available for app stores and web browsers today were developed using industry-standard SDKs. Here are the top 10 SDKs today:
1. Best SDK for Ad Networks: Google Mobile Ads SDK (Google AdMob SDK)
The Google Mobile Ads SDK is the official Google AdMob development kit. Google Mobile Ads SDK is designed for integration into Android and iOS applications and allows developers to monetize apps by integrating Google Ads. The primary purpose of this SDK is to access Google’s extensive advertiser network and generate revenue with your application.
The Google AdMob SDK is the most commonly utilized ad network SDK and one of the most widely used dev kits in the mobile market overall, with over 1.65 million apps (1.38 million on Google Play, over 270,000 on the Apple App Store) integrating this SDK.
2. Best SDK for Communication: OneSignal
The leading Software Development Kit for adding communications channels to an application is the OneSignal SDK, available for Android, iOS, Huawei, and web.
OneSignal is a notification service for native, web, and hybrid apps. It includes the powerful OneSignal API, allowing developers to use the service to send push notifications, native (in-app) messages, and even send messages via SMS and email. Over 325,000 applications use OneSignal, covering 57% of all applications using a communication SDK.
Leveraging social media platforms can be vital to an effective digital property monetization strategy. The most prominent social media platform today is Facebook, and the Facebook SDK contains tools and software for developers to monetize apps using the platform’s extensive ad network and audience targeting solutions.
For example, it is possible to use Facebook SDK components to implement a Facebook login page into an application.
Facebook SDK is available for Android, Apple iOS and tvOS, and web programming languages (e.g., PHP, JavaScript). It has the largest market share of social SDKs, with over 527,000 apps on Google Play and over 288,000 apps on the Apple App Store integrating its features and components.
4. Best SDK for Marketing Analytics and Attribution: AppsFlyer
Marketing analytics and attribution SDKs contain tools and APIs designed to capture marketing activity and performance inside an application. Developers typically implement this type of functionality into applications to collect and manage customer data, calculate acquisition rates, and evaluate marketing campaign effectiveness.
AppsFlyer is the leading marketing analytics and attribution development kit for Android, iOS, and web applications, with an app share of 33% and a download share of 53% on Android. The AppsFlyer business model is Software-as-a-Service (SaaS), providing its functionality directly through the internet using a subscription system.
5. Best SDK for UX Optimization: UserExperior
User experience (UX) is a critical aspect of any mobile application. However, measuring and quantifying user experience and satisfaction while using a mobile application can be challenging, as overall experiences are often subjective.
However, UX optimization SDKs such as UserExperior can help break down an experience into quantifiable elements, measuring the most critical aspects of an app’s usability and providing actionable information to developers and publishers.
6. Best SDK for Mobile Commerce: Google Play In-App Billing
Mobile commerce SDKs are primarily utilized for implementing payment systems and billing functionality into mobile applications. Although useful for eCommerce apps, mobile commerce SDK tools are also integrated into many games, facilitating transactions for premium purchases.
The most widely employed mobile commerce SDK is Google Play In-App Billing, which lets developers directly integrate Google Play’s pay interface into apps and games. Because this SDK is intended to function with apps on Google Play, it is only available on Android.
7. Best SDK for eCommerce Apps: CleverTap
Software Development Kits for eCommerce applications typically contain APIs and functions to measure and optimize customer engagement, conversion rates, retention rates, and other critical eCommerce key performance indicators (KPIs).
The CleverTap SDK is the most widely employed dev-kit for real-time tracking of customer insights and eCommerce KPIs. This SDK is available for Android and iOS.
8. Best SDK for User Data Analytics: Google Firebase
General-purpose user analytics offer a plethora of insights and data points regarding the users of an application, allowing developers and publishers to adjust and optimize the app’s performance accordingly.
Google Firebase is the current leading development kit in the data analytics segment. Powered by Google’s well-known analytics technology, the Firebase SDK is one of the most widely implemented in the mobile landscape, found in over 2.26 million Android and iOS applications. On Google Play alone, the share of applications utilizing the Firebase SDK is 93%.
9. Best SDK for Data Intelligence: AltBeacon
Data intelligence devkits allow app developers to integrate functions and tools for obtaining, processing, and interpreting location and sensor data. One of the most common purposes for this type of SDK is collecting user location data for retail and eCommerce applications.
AltBeacon is one of the most widely employed data intelligence SDKs on today’s mobile app landscape, with an Android app share of 14% and over 2.61 billion app downloads. This SDK uses the AltBeacon Specification by Radius Networks, which enables advertising via Bluetooth proximity beacon broadcasts.
10. Best SDK for Stability: Google Firebase Crashlytics Fabric
Although most Software Development Kits are designed to help developers build or enhance app functions, other SDKs turn toward application performance and reliability. The general category of stability SDKs encompasses devkits, APIs, and tools designed to measure the health and performance of an application (e.g., number of crashes, types of crashes, frequency, etc.) and ensure it behaves as expected.
Google Firebase’s Crashlytics Fabric SDK is the leading stability SDK, providing mobile app developers with real-time monitoring of app stability issues as well as features for easy triage and prioritization, letting developers decide what to fix and in which order to repair or restore an app’s functionalities.
Benefits of Using SDK Apps and Tools for Publishers
Publishers and developers greatly benefit from using Software Development Kits to build and optimize mobile applications. They contain libraries containing pre-written code and tools that can accelerate the development of an application and help developers and publishers.
Consequently, these tools are crucial for shortening development time and either releasing, updating, or scaling applications as quickly and efficiently as possible.
Cutting development times also helps save significant amounts of money and effort, eliminating the need to program 100% bespoke solutions for each application. In short, SDKs streamline app development and help maximize revenue from app monetization avenues.
FAQs
1. What does an ad exchange do?
Ad exchanges are a type of virtual marketplace designed to connect buying and selling entities for trading ad inventory and ad space.
2. Are ad exchanges safe?
Although not all ad exchanges are safe, there are ways to ensure you are working with a trustworthy partner, such as compliance with IAB standards, transparent policies, or the presence of anti-fraud systems.
You can benefit from additional layers of security by using preferred-deal exchanges or private marketplaces (PMPs), as their more exclusive nature significantly reduces the chances of dealing with a bad actor.
3. What is the best ad exchange?
The world’s best-performing ad exchange is Google Ad Exchange (AdX), due to having access to the largest ad inventory and some of the world’s most advanced technology and safety measures. However, many other platforms and alternatives are available, some of which may be better suited for your needs as a publisher.
1. What does SDK stand for?
SDK means Software Development Kit. SDKs contain third-party tools and libraries to aid developers when building or updating applications.
2. Is SDK a framework?
A Software Development Kit should not be confused with a software framework. The primary purpose of an SDK is to serve as a toolkit. In contrast, a software framework is a platform that provides developers with a foundation to develop an application for a particular operating system.
Some SDKs are designed to work with specific frameworks (e.g., Microsoft Windows SDKs and Microsoft .NET Framework).
In short, while an SDK isn’t the same as a framework, each can complement the other and help a developer build applications more efficiently.
3. What is an analytics SDK?
Analytics SDKs include tools and elements that developers can integrate into their applications to measure key performance indicators (KPIs) and other vital metrics. Developers and publishers can use the data to obtain insight into the application, its users, and other relevant details.
4. Which SDK is best?
There is no best SDK for all purposes, as it depends on the intentions of the developers and the publishers.
The types of SDK you might need most depend on the type of application you intend to build, whether you’re looking to monetize it, which operating system you are developing for, and what functionality you wish to add to the application. It’s not uncommon for developers to integrate multiple SDKs into the same application to leverage their functions and development tools.
Let CodeFuel Help You Choose the Best SDKs to Optimize Your Apps
CodeFuel’s digital property monetization experts have the resources to help you make the best decisions. Our team can help you choose the best SDKs, APIs, and other development tools to build the most profitable and efficient applications possible.
We can also help you find other high-efficiency monetization options and make the most of your apps. Get started with CodeFuel today.
Whether you’re setting up ads for the first time or fine-tuning current ads on your site, you will notice different types of ad units. Most advertisers use specific ad units, meaning customers are likely to click on them. As a result, publishers can generate more significant revenue with some ad units than with others.
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Understanding what works best for your business is essential to getting the most out of your marketing efforts.
What is an Ad Unit?
An ad unit is a specific space on a web page to place an advertisement. Ad units contain the advertising code necessary to display ads from the ad server. Publishers can have multiple ad units of varying sizes and types on the same page to accommodate different ads. To unify standards for digital advertising, the Interactive Advertising Board oversees standards for ads, including the sizes and types of digital ads.
Several ad units are common among publishers, each with its own benefits.
Google Ads
Advertisers can use Google Ads to advertise products or services in Google search results and publisher sites. Google Ads come in several formats, including text, image, and video. They are also highly customizable, so you can tailor your ads to reach people interested in your message, product, or service.
Adsense Ad
Google AdSense lets those who own blogs and websites run ads on them, while AdMob can monetize and promote mobile ads. They’re powered by Google’s Adsense program, which allows website owners to place ads on their site and earn money from clicks. Once you add a piece of code to your site, Google will show ads customized to your site’s layout, saving time to change the code.
Playable Ads
Playable ads are video ads that allow users to interact with a game or app before they download it. They give users a taste of what your game or app is like, which can be a powerful way to convince someone to download it. After a playable ad, customers who download the game or app will know what to expect, lowering churn and install rates.
Your audience’s lifetime value increases when you attract users likely to play the game, resulting in better value for the money spent to develop the playable ad. For example, Me2Zen, a mobile app developer, raised the return on ad spend (ROAS) by 50% and generated a three-fold increase in in-app purchases.
Text Ads
Text ads usually appear as small blocks of text and links on websites. These types of ads are easy to implement since they allow flexibility for companies to change them as needed without editing graphics and videos. They work equally well on mobile devices, desktop computers, and laptops so that they can reach audiences on any device. You can use text ads on Google, Bing, Facebook, and LinkedIn, depending on where your customers spend the most time.
Google defines text ads as marketing communications that can appear in the search results and the Google Display Network to advertise their products and services. The Google Display Network is a network of websites displaying ads and other Google products such as YouTube and Gmail.
For example, a company selling women’s clothing might target its ads to sites with a predominantly female audience. They can also show text ads on social media accounts and those searching online for women’s clothes.
Native Ads
Native ads are a type of ad unit that blends with the surrounding content and appearance. They can appear as ads in social media feeds and search and promote ads at the top of the search results. Native ads include content recommendations beneath articles you’ve just read.
A Stanford University study found that consumers are aware of native ads. However, if a relevant and interesting piece of content makes native advertising more engaging, users will see and engage with them.
Video Ads
Video ads are a type of ad unit that uses video to tell a story and promote a product, service, or brand. Online video ads can appear as linear ads that play before, during, or after video streams, just like commercials on TV. While watching video content simultaneously, customers can see video ads appear as an overlay. These video ads may also be accompanied by text and display ads.
Display Ads
Display ads feature text, images, and a URL that directs customers to a website to learn more or purchase products. They can come as static images or animated ads with several photos, videos, or changing texts. Most display ads are served through ad networks, which match advertisers with websites that have space on their pages for the ads.
The benefits of display ads are that they can reach a wide audience and be very eye-catching, making them effective at getting people’s attention. They can show up as retargeting ads on websites and search results for customers who have previously expressed interest in a brand.
Interstitial Ad
Interstitial ads are a type of online advertising that refers to the practice of loading a full-screen interactive ad in between two pieces of content. These ads can pop up on a website page or between game levels.
While interstitial ads can effectively get a person’s attention, they can also be intrusive. Using them excessively or without considering the user experience can quickly result in frustration and resentment.
Google may penalize a website if its content is not easily accessible to users because of interstitial pop-ups. However, the company has established website and mobile app standards to avoid intrusive interstitial advertising. As a result, businesses need to consider whether or not to use them carefully.
Performing Ad
Performing ads are a type of online advertising that uses dynamic creative to automatically serve the best performing ad to each individual based on real-time data.
For example, if an ad receives more clicks than other ads, it will rank higher and appear above them. The advertiser pays for clicks on the ad. Using performing ads can save businesses time and money by automatically serving the best performing ad, and they can improve click-through rates and ROI.
Ad Unit Formats
Sites and apps use ad units to display advertisements to customers. They are available in various formats, each of which is uniquely effective. These are the most popular ad unit formats:
Banner Ads Unit
Banner ad units are typically rectangular, containing a mix of text, images, or videos. They are most commonly used to display advertising messages on websites and social media.
They can also appear on either the top or bottom mobile apps. When a customer stays on the same app, the banner ad unit refreshes with new ads regularly. The consistent changes in banner ad units can help to engage customers and increase click-through rates.
Responsive Ads
Responsive ad units automatically adapt to the space they occupy on your website or app. These units can fit any screen size, whether a laptop, tablet, or mobile phone. For instance, advertisers must enter their assets such as text and images when they need to generate an ad in the Google Display Network (GDN), a network composed of Google products, including YouTube and Gmail. Google then uses the data to adjust the ads to fit into any space within the GDN.
Interstitial Ad Unit
In an interstitial ad unit, a full-screen advertisement appears between breaks and transitions on a website or app. For example, an interstitial ad can show after a customer completes a level in a mobile game app. This type of ad unit commands attention from customers, especially when they display in the middle of desktop computer and laptop screens.
Playable Ad Unit
As the name suggests, playable ad units are interactive ads similar to gameplay or an in-app experience. Typically, these ads can appear as full-screen interstitials within social media platforms, gaming apps, and entertainment sites. When customers come across a playable ad in an app, they can try it out, making them highly engaging.
Audio Ads
Audio ads are a type of ad unit format available in audio content, such as podcasts or songs. Audio ads are typically short, around 30 seconds in length, and can be played before or after the audio content they promote. Some streaming services like Spotify allow advertisers to have companion display ads to show up during audio ads.
Offerwall Ad Unit
Offerwalls ad units let users complete specific tasks, such as taking surveys or watching videos, in exchange for in-app rewards. Users can use these rewards to redeem prizes, such as gift cards.
Implementing an offerwall ad unit can help monetize a website or app because they provide users control over their rewards. In addition, offerwalls can be customized to match the look and feel of a website or app, making them more seamlessly integrated than other types of advertising.
Slider Ads With Overlay
Slider ads are designed to slide into view, typically from the side of the screen. They are usually semi-transparent, with a call to action (CTA) that allows users to close the ad if they wish. Since they are non-intrusive, users can continue to use the site or app without having their experience interrupted by an intrusive ad, providing a seamless experience.
Rewarded Ad Unit
This ad unit allows users to watch a short video or complete a simple task in exchange for access to premium content. For example, a customer might be asked to watch a 30-second video to unlock an article.
Rewarded ad units can be highly effective as they provide users with a clear value exchange and allow publishers to monetize their content without sacrificing the user experience.
Native Ads
These ads let you change the appearance and feel of the ads in your app. Google regards native ads as component-based ads created by the publisher instead of the advertiser. Native ads can appear in various layouts, from sponsored posts to in-app content. Choose the ad placement carefully, so they blend seamlessly with the surrounding content.
Video Ad Unit
Video ad units usually include at least one video ad and come in various types. Here are some of the most common:
Bumper ads
Video ads of this type are short and cannot be skipped before the main video content begins. Bumper ads are typically 6 seconds or less in length and are often used to promote a brand or product. Bumper ads can effectively drive awareness, as they are difficult to ignore and have a high completion rate.
Skippable in-stream ads
Skippable in-stream ads permit customers to skip after a certain amount of time, typically 5 seconds. They are typically 15-30 seconds in length and are often used to promote a brand or product. In-stream ads can effectively drive awareness, as they are difficult to ignore and have a high completion rate.
Non-skippable in-stream ads
Non-skippable in-stream ads are typically 15-30 seconds in length. These video ads cannot be skipped and must be watched until the end.
Outstream ads
Outstream ads are designed to be played outside traditional video content, such as on a website or social media platform. They are typically less than 30 seconds in length.
In-feed video ads
In-feed video ads play within a feed, such as on a social media platform or news site. For example, on YouTube, the in-feed video ads compose of a thumbnail image of your video and minimal text. These ads entice customers to watch the videos, which will play on their YouTube channels’ watch pages.
Masthead ads
A masthead ad is a video ad played at the top of a website’s main page. They are another form that is typically less than 30 seconds in length. For Google, this type of video ad unit is only available by reservation.
Ad Unit Sizes
You need to choose the right ad unit size to get the most out of your advertisements. An ad unit’s size depends on several factors, such as the size of the web page on which it will display, the amount of content, and the level of interaction with the ad. Consider which sizes work best for your web page and track their performance that can make a difference in your revenue.
Mobile Banners
Since 97% of Americans own cell phones, mobile banners provide ample opportunity for advertisers and publishers to increase revenue. The most popular size for mobile banners is 300 x 250 pixels since it is unintrusive and doesn’t interrupt the user experience.
Advertisers with large budgets can use the space to spread awareness of their brands. Smaller advertisers can use it to present the most critical information.
Display Banners
Larger display ads are effective since they provide more space for engaging visuals and rich content. For instance, a large rectangle display banner of 336 x 280 pixels can be placed on the sidebars and within the body of the page, making it noticeable for customers. Display ads of this size are usually available for advertisers who want to run highly visible campaigns.
Highest Performing Ad Sizes for Google
Google reports that its most effective ad size is the leaderboard, a 728 x 90 pixel ad. This size is suitable for the top of the website page and can get more ads. Other top ad sizes include:
336 x 280: Large Rectangle
300 x 250: Medium Rectangle
300 x 50: Mobile Banner
160 x 600: Wide Skyscraper
Managing Ad Units
If you are considering adding an ad to your site or app, you need to learn how to create an ad unit. It is also critical to be able to change it as needed according to your advertising campaigns.
How to Create an Ad Unit
Creating an ad unit is relatively simple and only requires a few steps:
Choose the size of the ad unit. Ad units can be either static or responsive in size. Static ad units have a set width and height, while responsive ad units adjust their size to fit the available space on the page.
Select a file format. The most common file formats for web banners are GIF, JPEG, and PNG. A JPEG image can be edited and compressed quickly, so it is a good choice for web images. The GIF format is ideal for animated ads since it can contain all animation frames and timing details in one file. PNGs are typically used for high-quality images that have transparent backgrounds.
Choose a color palette for your ad unit. Stick to a limited number of colors so that your ad unit is easy to read and does not clash with the rest of the page.
How to Edit an Ad Unit
Before you can edit an ad unit, there are a few steps you need to take. These steps allow you to edit an ad unit to meet your needs.
You need to create an account with the ad network. You can then log in and access the ad network’s interface.
From here, you will be able to view all of the ad units that are available for purchase. Once you have found the ad unit you want to edit, you will need to purchase it.
Once you have purchased the ad unit, you can access the code for it. You may edit the code to change the ad unit’s look or add new functionality.
You can save your changes and upload the code to the ad network.
How to Archive Ad Units
Online advertising campaigns require careful ad unit tracking. One way to do this is to create an archive of all the ad units used in a campaign. This can be done manually by taking screenshots or saving copies of the ad units. For instance, a Google ad unit can be archived by checking the box next to it and clicking Archive. Archived ads can no longer generate revenue, and the users won’t see them anymore.
How to Make the Most of Your Ad Placement
The placement of ads is vital to see the effectiveness of the ads and whether customers click on them. Keeping user experience in mind when testing ads allows you to optimize your ads on your site.
Test Smaller Ads
Testing smaller ads is one way to maximize ad placement. Smaller ads are less intrusive and can be more effective in certain situations. For example, if you’re placing an ad on a website that has a lot of text, a smaller ad may be less likely to disrupt the reading experience.
An ad on a mobile website may be more likely to be seen and clicked on.
Testing different sizes of ads can help you determine which size is most effective for your particular ad placement.
Show Multiple Ads with Google Ad Manager
If you’re using Google Ad Manager to place your ads, you can show multiple ads on a single page. This can be a great way to maximize your ad exposure and increase your chances of getting clicks. By showing multiple ads, you’re also increasing the chances that one of your ads will be relevant to the user, which can further improve your click-through rate.
Consider the User Experience First
When placing ads on your website, it’s crucial to prioritize the user experience. Your goal should be to place ads in a way that doesn’t disrupt the user’s experience or make it difficult to use your website.
For example, placing an ad on top of your homepage may be an excellent way to get exposure for your ad. However, a huge banner ad may make it harder for users to read the website’s content.
Improve the Performance of Your Website
The performance of your website can have a big impact on the effectiveness of your ad placement. Users may leave before seeing your ad if your website is slow to load. Similarly, if your website is challenging to navigate, users may not stick around long enough to see your ad.
Make sure to consistently test the page load times of your website before you place your ads. Customized reports can help you track how many customers clicked on your ads and how many impressions they made.
So, Which Ad Unit Brings the Highest CPM?
Some ad units tend to perform better than others. For example, video ads tend to have high click-through rates of 1.84% compared to other digital ad formats. Display ads tend to have lower click-through rates at 0.10% for the United States. Ultimately, it’s important to test different ad units to see which ones work best for your website and audience.
What’s Next for Your Ads
Ad optimization involves choosing the top-performing ad sizes with the right type of ad unit that will drive impressions and revenue for your site. There are various ads and sizes to choose from, and you must consider whether you want to incorporate images, videos, and text.
When you are ready to try different ad units for your site, contact CodeFuel. You can work with us to connect with various ad exchanges and get advice about what ads you should run on your website.
According to statistics compiled by Cisco Systems, over 80% of all published content on the internet is video traffic. Consequently, video ads are one of the most critical forms of online advertising today.
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Most video ads on the internet must adhere to the specifications outlined by the Video Ad Serving Template (VAST) standard to ensure functionality and compatibility with video players. One of the most common issues encountered by publishers producing video advertising through Google platforms, such as YouTube and Google AdSense, is VAST error codes.
Learn what VAST error codes are, which error codes are the most common, and how to resolve them.
What is a VAST Error?
A Video Ad Serving Template error code is one of the many possible error states defined by the Interactive Advertising Bureau (IAB). A VAST error indicates an issue between the server hosting the ad content and the target consumer’s video player, which may hinder or prevent the proper displaying of the ad.
The exact nature of the error depends on the code displayed; each code corresponds to an identified issue.
Common Challenges for Displaying VAST Ads in Ad Tech
Although displaying VAST ads tends to be simpler to implement and more cost-effective in the long run than alternative solutions like Video Player-Ad Interface Definition (VPAID), the primary challenge for publishers is ensuring ad viewability.
Many types of technical issues frequently disrupt the viewability and functionality of VAST ads. In many cases, disruptions occur due to improper configuration settings, either on the buyer’s or publisher’s end. These disruptions manifest in the form of VAST error codes.
VAST error codes are categorized into two severity levels: fatal errors and potentially non-fatal.
Common VAST Fatal Error Codes and How to Resolve Them
A fatal VAST error code is the most severe because it is the most likely to have stopped the ad request, resulting in a display disruption. Some common VAST fatal errors include:
VAST Error 100: XML Parsing Error
VAST Error 100 is one of the most common fatal errors. Potential causes behind VAST Error 100 include a malformed buyer response or an invalid, corrupted, or improperly formatted XML document. Another possibility is a VAST URL redirect issue, for example, when the redirect does not resolve correctly.
Publishers noticing an Error Code 100 should alert the buyer. In turn, buyers must verify that the VAST URL is properly configured, then ensure that all VAST XML documents are functional and correctly formatted with the proper attributes.
VAST Error 101: Schema Validation Error
A schema validation error typically occurs when the buyer’s response is missing the required XML elements or attributes or contains unrecognized elements.
The best way to address an Error 101 code is for the buyer to consult IAB documentation, check VAST XML specifications, and ensure all required and correctly formatted elements are present.
VAST Error 102: Response Version Not Supported
This commonly-occurring error code is triggered when a target video player does not support the bid request’s VAST version. This may also happen if the exchange sent the wrong VAST version.
In rare instances, the VAST ad may not specify a version number. In that case, it can also be considered a schema validation error.
To remediate Error 102, the buyer must ensure that responses only feature supported VAST versions.
VAST Error 300: Wrapper Error
VAST Error 300 is a general wrapper error. It is triggered when the wrapper limit is reached.
This error code is non-actionable; there are no resolution methods. However, there are a few remedial steps that can potentially prevent an Error 300 from displaying, such as periodically reviewing VAST URIs and ensuring none of them are timing out.
VAST Error 301: Redirect Timeout Reached
The IAB initially defined Error Code 301 to indicate a faulty, non-responding, or timed-out VAST URI. However, ad tech specialists typically associate Error 301s with high latency (colloquially known as “lag”) and poor or unstable internet connections.
Potential direct causes of an Error 301 include:
The player timeout setting is too low (the default setting is 5)
Wrong creative dimension (ad size)
Invalid URI
Timeout of VAST URI
High latency
HTTP to HTTPS
Poorly optimized website
VAST Error 302: Wrapper Limit Reached
The video player receiving an ad is typically configured with its own predefined wrapper limit. Reaching this limit is the most common cause of an Error 302 code.
Error 302s usually occur due to an excessive number of wrapper responses received without an inline response. The remedial action is for the publisher to increase the video player’s wrapper limit.
In rare instances, Error 302s happen due to daisy-chaining: a looping or an excessive number of VAST redirects before returning a media file, causing the video player to abort the ad request. In that instance, the buyer must ensure that no VAST redirects point to another redirect.
VAST Error 303: Empty VAST Response Returned
Error Code 303 indicates an empty VAST response, typically due to an ad request contained inside a third-party wrapper.
Buyers and publishers working with third-party networks must check the fill rate, which is usually under 100%. For instance, a fill rate of 86% means there is a 14% chance of this error occurring.
To resolve a VAST Error 303, publishers should enable the fallback feature in Google Ad Manager. Follow these steps:
Log into your Google Ad Manager account and open the dashboard.
Click the Admin button on the left-hand panel, navigate to Video, then Video Settings.
Enable Video Fallback, then click on Save.
VAST Error 400: General Linear Error
A VAST Error 404 is usually the result of a video player being unable to display a linear ad.
The most common causes of a failure to display linear ads include:
The web browser restricts automatic playing (autoplay) with sound
The MediaFile format is invalid (e.g., not a valid video file or incorrectly specified format)
Unknown or unspecified source
Publishers noticing an Error 400 should check for video player issues and configure the player to detect browsers with restricted autoplay. If these measures do not remedy the problem, buyers should check the VAST response and ensure it returns a valid creative.
VAST Error 401: MediaFile Not Found
If you see an Error Code 401, it indicates the MediaFile URI does not return a valid video creative or cannot otherwise find a valid video file.
Publishers finding this error code should alert buyers as soon as possible, and buyers must ensure all of their MediaFile URIs return a valid video creative.
VAST Error 402: Unable to Download or Timeout of MediaFile URI
A VAST Error 402 can have multiple possible causes. The following four issues are the most likely:
The value (in milliseconds) at the loadVideoTimeout variable in the file’s IMA SDK is too low. If the page load time takes longer than this value, ad playback will be canceled, potentially resulting in an error.
Poor website performance or optimization, causing sufficient load time delays to cancel ad playback
The video file auto-plays or attempted auto-playing in a mobile environment where it isn’t intended to behave this way (most video ads on mobile should be click-to-play except in select instances)
On Google Chrome browsers, showing a video ad in an autoplay environment despite the window not being in focus (e.g., minimized window, different tab selected, or another program on another screen currently active)
Although not all of these causes have corresponding remedies, the recommended solution for publishers is to inspect the video player’s timeout limit and set the loadVideoTimeout variable to a higher value. The default value is -1, corresponding to 8 seconds (8,000 ms).
Other potential solutions include website optimization to achieve faster load speeds or adjusting the video bitrate for better ad serving performance on mobile devices.
VAST Error 403: Response Declared Unsupported MIME Types for All MediaFiles
This error code is among the most frequently encountered and is most common on mobile devices.
Error Code 403 indicates a VAST response has declared one or multiple unsupported Multipurpose Internet Mail Extensions (MIME) types for all available MediaFiles (e.g., attempting to play Flash content on mobile). This error code may also occur when the wrong creative type has tried playing.
When experiencing this error code, publishers must ensure that the ads’ file format and technology are supported by the player’s device and operating system. Buyers must also verify that all returned creatives respect the bid request’s video formats (e.g., mobile apps shouldn’t request VPAID creatives).
VAST Error 405: MediaFile Display Error
A MediaFile Display Error (VAST 405) usually occurs due to a faulty creative. Common failure types include:
MIME type and video file type do not match
Improper Cross-Origin Resource Sharing (CORS) configuration on the creative CDN
Transcoding issue
To address this issue, buyers must verify that all creative MIME types and CDN configuration options are accurate.
VAST Error 406: Missing required mezzanine file
The most common cause of an Error 406 code is a VAST response returned without a required mezzanine file. A mezzanine file is a high-quality, high-resolution video file, often raw (uncompressed) or compressed so that it is indistinguishable from the raw file.
Mezzanine files are typically required in environments relying on server-side ad implementations. These files are employed to generate video files of appropriate quality for the target platform, like for mobile environments or to perform ad-stitching.
Buyers seeing an Error Code 406 must ensure that an appropriate mezzanine file is included in the VAST response.
VAST Error 407: Mezzanine File Downloaded For The First Time
Error code 407 indicates the mezzanine file is being downloaded and transcoded for the first time, causing a failure to serve an ad. This error code is expected and non-actionable; the only remedial action is to wait for the transcoding process to complete.
Depending on the size of the mezzanine file, this process may take several hours.
VAST Error 408: Rejected Ad in VAST Response
If you see VAST Error code 408, it indicates the ad file returned in the VAST response has been rejected.
Publishers should alert buyers of Error 408s as soon as possible, and buyers must ensure VAST responses only contain approved creatives. Entities acting as ad creative hosts (e.g., the advertising or publishing agency) should also be aware of any ad rejections to take appropriate action.
VAST Error 409: Interactive Creative Defined in the InteractiveCreativeFile Node Did Not Execute
The most likely cause of a VAST Error 409 is a failure to play the creative defined by the video ad’s InteractiveCreativeFile node. Buyers must ensure that any interactive creatives (e.g., a playable demo for a mobile game) returned in the VAST response play correctly when requested.
VAST Error 410: Code Referenced In The Verification Node Did Not Execute
VAST Error 410s typically occur due to a failure to execute the code defined in the AdVerification node, a VAST 4 feature. Buyers should ensure that the AdVerification code is functional and correctly implemented.
VAST Error 500: General NonLinearAds Error
If this error code is returned, it typically indicates that the video player failed to display a nonlinear ad for unknown reasons.
Publishers may attempt remediating the error code by checking for video player issues, and buyers should check all VAST responses to ensure they return valid creatives.
VAST Error 501: Nonlinear Ad Creative Dimensions Do Not Align With Creative Display Area
A VAST 501 error is usually the result of a failure to play a nonlinear ad due to a mismatch between the creative dimensions (ad size) and creative display area (screen space). Specifically, Error 501s occur when the creative dimensions are too large for the display area (in other words, the ad is too big for the screen).
In rarer instances, an error 501 can be triggered by incorrectly configured CSS, such as CSS styles fixing the height and width of the video content element.
Publishers can remedy this error code by changing the creative’s set height and width to match the display area. If the publisher has set the video content element’s size using CSS styles, the recommended action is to use HTML attributes instead.
VAST Error 502: Unable To Fetch NonLinearAds/NonLinear Resource
The most common cause of a VAST 502 code is a buyer’s response returning a nonlinear ad that failed to return a valid creative. Buyers must ensure that all nonlinear ad responses return valid creatives.
VAST Error 503: Could Not Find NonLinear Resource With Supported Type
Publishers requesting a creative size larger than the video player’s dimensions may encounter an Error Code 503. An invalid media type may result in this error code in rarer instances.
The recommended remedial action is for the publisher to ensure that all requested creative sizes and media types are compatible with the video player.
VAST Error 901: General VPAID Error
An Error 901 is a generic fatal error code that any VPAID error can cause. Possible causes include:
SSP VPAID wrapper has timed out
SSP VPAID wrapper not buying
VPAID creatives required insecure mode
Usage of an “IMA Adapter” tag with the IMA SDK (the correct VAST tag to use is “Direct SDK”)
Publishers must ensure all VPAID requests are supported for target devices and video players. Google’s video creative profile feature can help you manage your creatives and avoid this error code.
Buyers can examine VAST responses returning HTML5 VPAID wrappers and ensure that they include an MP4 asset and do not abort playback.
Common Potentially Non-Fatal VAST Error Codes and How to Resolve Them
A non-fatal error indicates an issue that may not have stopped the ad from displaying. However, addressing the cause of the error as soon as possible is critical to ensure optimal performance and prevent more severe errors. Here are some common non-fatal VAST errors:
VAST Error 200: Video Player Expected Different Ad Type
A VAST Error 200 usually occurs when the video player does not support or expect the ad type requested in a bid request.
An example of an unsupported ad type is skippable ads sent to players that can only support linear ads.
Publishers can address this error code by checking for trafficking errors. If the publisher can’t solve the issue, the buyer must ensure that VAST responses only send specified ad types.
VAST Error 201: Video Player Expected Different Linearity
This error code is typically caused by a linearity mismatch between the video player’s request and the buyer’s response. An example of a linearity mismatch is a VAST response sending a nonlinear ad when the request specified a linear ad.
Publishers should ensure ad requests specify the correct linearity, and buyers should verify that VAST responses only include the linearity specified in the ad request.
VAST Error 202: Video Player Expected Different Duration
VAST Error code 202 occurs when the response returns a creative with a different duration than specified. For example, if the specified duration is 30 seconds, but the MediaFile’s actual duration is 45 seconds, it may result in an Error 202.
Publishers must properly configure creative duration in Google Ad Manager, and buyers must ensure the response respects the request’s specified maximum duration.
VAST Error 203: Video Player Expected Different Size
This error code is most commonly caused by an incompatibility between the returned MediaFiles and the target device. For example, sending a creative with a high bitrate to mobile devices, even though these devices are better suited for lower bitrates.
Buyers can remedy an Error 203 by ensuring all VAST responses include MediaFiles compatible with multiple types of devices and technologies, including bitrate compatibility.
VAST Error 600: General CompanionAds Error
Error 600 is a generic non-fatal error typically caused by an unspecified issue with companion ads. It most commonly occurs when the publisher cannot display a companion ad for no specified reason.
To address this error code, publishers may try checking for potential ad serving issues, and buyers should ensure VAST responses return valid creative files.
VAST Error 601: Companion Creative Dimensions Did Not Align With Companion Display Area
This error code usually occurs when a companion creative’s size is too large to fit in the companion ad display area.
Publishers should ensure the requested companion ad’s size (height and length) fits within the ad unit’s dimensions.
VAST Error 602: Unable To Display Required Companion
A VAST Error 602 means the publisher has failed to render the companion creative returned in the corresponding VAST response.
This error code is typically the symptom of an ad serving issue, which publishers must check for and address. Buyers should also ensure the VAST response returns a valid creative.
VAST Error 603: Unable to Fetch CompanionAds/Companion Resource
Vast Error 603s usually occur when the buyer’s response returns a companion that could not return a valid creative. The buyer must check and ensure all companion ad responses return valid creatives.
VAST Error 604: Could Not Find Companion Resource With Supported Type
A Vast Error 604 is typically the result of a publisher requesting an unsupported creative type for a companion ad slot.
To resolve this error code, publishers must ensure the companion ad slot supports the specified creative types.
Both Potentially Fatal and Non-Fatal VAST Error Codes
These error codes may or may not correspond to fatal errors.
This specific error code is caused by a VAST 2 error of any type, even if later VAST versions are requested (e..g, VAST 3) or your network default version is VAST 3 or later.
To address this error code, publishers should either start requesting VAST 3 or activate VAST 3 on their network. Buyers are advised to work with the publisher for more specific troubleshooting.
VAST Fatal Error 900: Undefined VAST 3 Error
This error code is returned when an unknown VAST 3 error has occurred and stopped the ad request. Due to the non-specific nature of this error code, publishers and buyers are advised to work together to identify the exact issue.
Best Practices for the Publishers to Handle Errors
Although the best way to avoid error codes of any type is to prevent the conditions necessary for an error code to occur, they are sometimes unavoidable. Here are a few best practices for publishers to follow:
Pay close attention to the error code number. Many errors can be resolved or mitigated without contacting the buyer, saving a significant amount of time.
Ensure that Demand Side Platforms (DSPs) have the opportunity to scan every creative and resolve potential error-causing issues before serving the ad.
Communicate and partner with your DSPs, Supply-Side Platforms (SSPs), ad networks, and ad servers to improve the performance of your creatives.
Resolve the VAST Error Codes with CodeFuel
Understanding the nature of each VAST error is critical to addressing all potential ad serving problems and optimizing your video advertisements’ performance.
If you need assistance resolving VAST errors, CodeFuel can help. Our team of video ad experts and monetization specialists can assist and resolve any VAST error codes that may occur. Contact us today for more information.
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