Marfeel understands the value of a partner's revenue streams. If publishers want to serve their own campaigns with Marfeel, they need to provide Marfeel with ad tags from their own ad server, however, there are also a few things to keep in mind beforehand.
On a conventional desktop site, it's common to use static ad placements where each tag has a particular place on the page (for example, a 300x250 placement in the sidebar). Marfeel, however uses dynamic ad placement.
Dynamic Ad Placement
Dynamic ad placement means that ad positions are determined using sophisticated algorithms designed to maximize a publisher's ad revenue. Marfeel uses the following information to help decide when, where, and what ad size to place:
- Page content
- Minimized CPM
- Best performing creative size currently
- Current fill rate
- If the reader is using their left or right hand to swipe
- The amount of ads the reader has already seen
- If the user is a repeat visitor.
Ideally, Marfeel would need ad tags for the following sizes:
For a publisher to use their own ad server tags, Marfeel offers the following two options:
1 - Providing Marfeel with ad tags
This first option is the recommended method. For partners that have already activated their Marfeel solution, they can provide Marfeel with the specific ad server tags that they want to serve a direct campaign with.
For publishers that are having their Marfeel Progressive WebApp (PWA) developed on the One Ad per Page business model, Marfeel engineers inspect and collect the partner's ad server tags to be configured in their Marfeel solution. For more information, see the Ad Tag Integration article.
2 - Universal DFP tag for Marfeel
If partners don't want the same configuration as their desktop site, Marfeel offers this option only as an alternative, however it is not strongly recommended.
Configuring DFP with universal tags can be beneficial for publishers, however it also contains some risks. For more information, see the DFP Configuration with Universal Tags article.