Ad Tag Integration

Marfeel understands that a publisher's ad revenue stream is a vital lifeline for the success of their publication. 

It's recommended that all customers take advantage of Marfeel's profound experience in the mobile advertising ecosystem and leverage the sophistication of their ad setup and dedicated Monetization team that optimize a publisher's ad infrastructure. The leading aptitude to display top-paying ads with optimized impression rates that moderate quality and income over value is part of the reason Marfeel has been able to triple mobile revenue or increase revenue per visit by 6x in some cases. 

However, Marfeel also provides the business models that allow publishers to maintain control and manage their own ad inventory by integrating their ad tags for the ad server they use.

Depending on the complexity of their configuration, a publisher's ad tags can be integrated one of the following two ways:

  • Manually
  • Scraped.

Manual integration

If a publisher has a straightforward configuration, Marfeel manually integrates their ad inventory as specified in the inventory plan, or from the configuration in the customer's classic responsive version. 

Examples of less complicated integrations include configurations where a publisher has the same value for each article and section.

Even though Marfeel manually integrates the ad tags, publishers are still able to manage their ad inventory. For example, with DFP (DoubleClick for Publishers), customers control which campaigns they want to serve and the ones they don't.

Scraping

If a publisher's configuration is increasingly complex, Marfeel scrapes it.

Examples of intricate configurations include when customers have highly dynamic values for individual articles or are integrated with a DMP (data management platform).

This method maintains control in the publisher's hands and ensures that every change a customer makes in their ad setup is reflected automatically in their Marfeel Progressive WebApp (PWA).

Ad management options

When customers maintain full control of their ad inventory and setup, they're able to define and manage their own custom slot names, custom sizes, custom targeting, and so on.

In addition, publishers can also establish dynamic values depending on the section, the position, the article itself, etc.