Monetization in Adfox

About monetization

Monetization is a service that allows website owners to sell traffic on their platforms through the Yandex Advertising Network using Real Time Bidding (RTB) technology.

Owners of websites that sell traffic using Adfox Monetization enjoy a wide range of external monetization opportunities: DSP banners, Yandex Direct ads, and Yandex display ads take part in a single RTB auction.

The monetization service is connected to the Yandex Advertising Network and is fully integrated with Adfox, which allows website owners to use all available media inventory and increase ad revenue with a single technology.

Monetization supports multiple business models:

• Managing own sales
• Monetization by Yandex
• External monetization
• Own promotion

Overview of the Monetization section and tab navigation

In Monetization, you can configure integration with ad networks and manage inventory monetization at all levels — from the whole account to a specific placement.

The section can be accessed from the main menu and contains the following tabs:

• Parameters: Global account settings (Yandex Advertising Network, external monetization platforms).
• Placements: Manage monetization on placements.
• HB configurator: Set up Header Bidding.

Placements tab

This tab provides information about your placements:

The columns on the right show the same parameters as in the Inventory section in the placements list (position, banner type, ad requests, and others). To reorder or hide columns, click in the right corner of the page.

Filters

To find the placement you need more quickly, you can apply filters — click on . The following filters are available:

• Ad formats.
• Sites and sections.
• Banner types.
• Position.
• Ad requests.
• Monetization type (Yandex Advertising Network, Header Bidding or no monetization).
• Header Bidding monetization platforms.
• Yandex Advertising Network ad units.

Context menu

The menu opens when you click the icon next to a placement name. The list of items depends on the monetization type:

• Yandex Advertising Network: Connect or edit an ad unit, stop impressions, or view a report.
• Header Bidding monetization platforms: Connect or edit an ad unit, or view a report.
• The Delete block option is always available, regardless of the monetization type.

When editing, a new modal window opens. Header Bidding monetization platforms are grouped: Yandex Header Bidding always go first, followed by third-party platforms. Each monetizer has supported formats specified. To delete a monetization platform, clicking the X icon. You can also copy all names via the context menu.

Once you're done editing, remember to save your changes.

Parameters tab

The tab contains account-level monetization settings:

• Connecting the Yandex Advertising Network and setting up formats for Yandex Advertising Network monetization. After adding an ad format in the Yandex Advertising Network, you need to open the placement and manually set an ad unit — this doesn't happen automatically. For more information, see Monetization with the Yandex Advertising Network.
• Connecting external monetization platforms. To learn more, see Setting up an Adfox account for monetization with Header Bidding.
• Connecting Adfox Header Bidding monetization platforms. To learn more, see Setting up an Adfox account for monetization with Header Bidding.

How banners are served

The general structure of the banner serving process looks as follows:

Let's say there's a Dynamic Monetization ad campaign in a placement.

A user visits the site page where an asynchronous Adfox ad tag is embedded. At this point, a banner request is sent to the Adfox server.

1. First, a banner to be displayed is selected among Guarantee campaigns (levels 1–10).

2. If no appropriate banner is found, the right to display banners is transferred to a Dynamic Monetization campaign (level 11). At this level, the Yandex Advertising Network and other monetizers enabled using Header Bidding technology can participate in an auction.

3. If a Yandex Advertising Network campaign wins the auction, bidding for this impression takes place inside the Yandex Advertising Network. Depending on the results, there are two possible options:

   • If a banner is selected for display in the Yandex Advertising Network, it is sent to the page opened by the user.
   • If no banner is found in the Yandex Advertising Network, the banner to display is selected among other Dynamic Monetization campaigns or the campaign level is changed to Promo.

As a result, placement traffic is not lost and is monetized in any case.

Advantages of using Monetization

1. Expanding opportunities to increase revenue:

   • When you enable Yandex ads, it provides ad budgets not only from DSPs present on the market but also from advertisers who place display ads in Yandex and contextual ads in Yandex Direct.

   • Reducing traffic losses by consistently using multiple monetization channels. Before the integration, there were two types of strategies:

     • Focus on own sales, with remaining traffic handled by the Yandex Advertising Network (which is prohibited by the rules).

     • Focus on the Yandex Advertising Network, with remaining traffic handled by the code of own placements.

     In both cases, the impression would be lost after running through the second code and the absence of matching ads.

     In the new system, when the Yandex Advertising Network is unable to show the banner to the user, the request is passed back to Adfox, and a banner is selected from campaigns with the next priority level, ensuring no traffic loss.

   • Optimization of the revenue from various monetization channels by setting the priority depending on the CPM sold or the Bid Floor set in the channel, considering the fulfillment of obligations for the volume and frequency of own sales.

   • Consultations from both Yandex Advertising Network and Adfox specialists on optimizing the website structure and using ad placement codes.

2. Reducing the risk of dumping for major commercial advertisers:

   • Setting up the advertisers' catalog helps manage platform availability to ban ads from unwanted market segments down to a specific brand.

   • Option to filter out unwanted ads:

     • Block by brand.
     • Block by ad category.
     • Block by domain.

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