10 things to do increase programmatic revenue in 2025
Every chat group I am in, with all the leading publishers, everyone is scratching their heads at how to increase programmatic revenue in 2025 with the ever changing landscape.
2024-25 has been the year of changes in programmatic markets, different priorities from SSPs to DSPs to how privacy and data laws from Tier 1 zones that are impacting global revenues. Are publishers also being penalised for reporting on content which is against western values.
There is little doubt, in 2025 Google has began promoting more American news compared to their European counterparts.
In 2025 Google has been busy and erratic, implementing strategies to circumvent the new EU privacy laws and the penalties. The evolution of AI generated content, google AI snippets, losing ad spots at the top of the search page. Which has thrown a monkey wrench to SEO consultants are scrambling at traffic drops, google penalising and restricting.
All this combined has made the task of monetisation a lot more difficult, not only do you need to be on point with your ad stack, but you also need to play by Google’s rules, unless you can drive the majority of revenue via direct campaigns.
But not all hope is lost, there is a method to this madness and what Google really wants is to cut out the arbitrage that does not add any value and have more control in the market to deliver more campaigns on websites, as the search results have pretty much been terminated with AI.
10 things to do increase programmatic revenue in 2025
In order to make the most of the changes, you must address your set up, the way you run campaigns and the way you use and create competition on your platform. Here are 10 things you can try to improve your set up to help attract higher CPMs and revenue. However, you may need to address your ad stack and setup.
Most programmatic revenue drops are coming from over saturated demand sources that are not able to contextual target via Google ad manager tags. In other words if you have 200 bidders in your ad stack and 90% are not bidding on your ad unit, then you know something is wrong.
There’s a very simple formula: more competition for your ad units, higher engagement = Higher demand
To deliver that you need latest tech – GDPR compliance – Quality traffic – Good content = Higher revenues
10 things you can try if your programmatic revenue drops
Strategies to Address Programmatic Revenue Drops:
Prioritise First-Party Data:
Focus on leveraging first-party data and building direct relationships with advertisers to create more valuable and targeted advertising opportunities.
Optimize Yield Management:
Implement strategies to maximise revenue per mille (RPM) by analysing and optimising ad placements, ad formats, and bidding strategies.
Diversify Revenue Streams:
Explore alternative revenue streams like paid memberships, subscriptions, or sponsorships to reduce reliance on programmatic advertising.
Invest in Data-Driven Advertising:
Utilise data-driven advertising techniques to improve targeting and campaign performance.
Monitor and Audit:
Regularly monitor programmatic revenue performance, using tools like dashboards and alerts, to identify areas for improvement and address technical issues.
Optimise Floor Prices:
Adjust floor prices to ensure they align with market conditions and maximise fill rates, especially during periods of lower demand.
Embrace New Technologies:
Explore opportunities to leverage AI-driven buying platforms and other emerging technologies to improve campaign performance and efficiency. AI driven platforms are data driven, you need your trends to spike upwards to catch their attention
Ensure Compliance:
Ensure compliance with privacy regulations and best practices to avoid penalties and maintain advertiser trust. Most SSPs don’t work well with google’s Consent module, 3rd party ones are better at integrating.
Update google tags:
Prioritise transparency in ad placements and ensure brand safety and ad new strings in your ad tags in order to allow partners to target more.
Experiment with New Formats:
Test different ad formats and placements to identify what resonates best with audiences and maximises revenue.
