Publisher’s FAQ

Getting started with Advertising

My site has X amount of visitors. Can I join your network?

Our ad network has both large and small-sized publishers. In commercialization decisions, we always evaluate the number of page loads, the quality of the content on the site and the target group it reaches on a publisher-level basis. However, it is worth noting that the ad impressions are sold at the CPM price (price per thousand impressions). The number of page loads therefore has a significant impact on the ad revenue.

If you’re interested in joining, please contact us.

Which ad formats should I choose for my site?

It is definitely worthwhile to have a mobile parade (300 × 300 px ad in mobile) and a parade ad (980 × 400 pixels, often below the header of the site) because they are the best selling ad formats and therefore have the highest CPM value. In addition to these, we recommend smaller ad formats: 980 × 120 px, 300 × 250 px, 160 × 600 px and 468 × 400 px, depending on the site structure. For example, if the site has a sidebar on the right margin, it’s likely it will fit one or more 300 × 250 px box ads or 160 × 600 px skyscrapers. Additionally, one or more 468×400 wide rectangles can be placed in the content of the site. It’s also possible to run video advertising from the wide rectangle placement. We also recommend a 1 x 1 px wallpaper tag, because this ad placement can be used to run other special ad campaigns in addition to the wallpaper.

When needed, our tags are dynamic, which means more ad formats can be run through one placement tag. For instance, 980 x 400 px ads and 980 x 120px ads can be run through the top ad placement on the site, depending on the size of the ad that loads to the placement.




Under top navigation bar



Inside the article and/or content



In the sidebar




Under top navigation bar and title



Inside the article and/or content

Is it possible to run the site’s own campaigns in the ad placements?

We can run the publisher’s own campaigns through Improve Media’s system. In this case, the campaign is made with a zero value and the campaign fee is left for the publisher and their associate to decide. We need the data and materials according to the material instructions for the campaign advertising trafficking.

Improve Media charges an hourly rate for the ad trafficking. The hourly rate includes creating the campaign as well as tracking and reporting it.

Adding advertising tags to your website

Where and how are ad tags added?

Every site is different and uses different software, so we cannot directly give clear instructions on how to add tags until we get to know the site and its structure in more detail. In general, tags are added to the site’s code at the point where you want the ad to load.

When the tags are ready to be installed on the site, we will give detailed instructions to the publisher about each step separately and help in every way possible. Adding tags is a relatively quick and easy process that only requires a little manual work.

In case the publisher needs a coder in order to install the advertising tags on their site, we can offer the services according to the prices of City Dev Labs (, who are a member of our company group.

Can the same advertising tag be copied to a different site?

The same tags cannot be used several times on an individual site, as this will confuse the measuring systems of the technical side. There may be several placements of the same size on an individual site, provided each placement has its own ad tag. In addition, each domain must have its own ad placements – the same ad tags cannot be added to sites that are run through different domains.

However, different subpages (separate page download) on the same site do not need to have their own ad tags. We recommend using the same tags throughout the site.

What is Ads.txt and how do I install it?

The Ads abbreviation, in this context, stands for Authorized digital seller. Ads.txt helps buyers of the ad placements to identify the resellers and other authorized parties of the site’s ad inventory. Ads.txt should be added to the site so that advertising can be technically implemented. Guide to installing ads.txt.

Advertising tracking

What is viewability?

The viewability of advertisements is measured by the viewability–figure, which calculates how many percent of the advertisement will have time to load on the site visitor’s screen for at least one second (display advertising) or two (video advertising). Viewability is affected by several different factors, such as the load time of the ad and the page, but also the location of the ad placement has a significant influence on the viewability number. It is advisable to monitor the viewability figure in order to stay on the map how well the ads have time to load and be visible to users.

Ask us your own viewability figure and let’s see together how it could be improved!

What is CPM cost?

CPM price stands for price per thousand ad impressions. The realized CPM price has a significant impact on how much advertising revenue the site generates. The CPM price varies by an ad placement as well as by a site. The more desirable the site’s target group, the higher the CPM price is usually. Advertisers are ready to pay a higher CPM price for wide reach and especially for the target group.

What is an ad request?

When the user arrives at a website that contains an advertising tag, the page loads and upon loading, the advertising tag on the page sends an ad request to the various sales channels of advertising.

It is advisable to monitor the number of ad requests. Figures being too low indicate that the tags are not sending requests as desired, therefore further investigation is necessary.

What kind of advertising revenue can I expect from the ad placements?

The advertising revenue is a sum of many factors – a large number of impressions alone is not enough to make the advertising income. Two sites that have the same impression figures may have very different advertising revenues.

Factors affecting the ad revenue include:

  • Qualitative features of the site: themes, visitor profile and their attractiveness to the advertiser
  • Site download count and unique visitors
  • Ad placements: sizes, quantity, layout (viewability and inscreen numbers) and mobile placements
  • Restrictions: Publisher’s own campaigns, publisher’s ad bans
  • Improve Media’s success in sales: direct sales, programmatic sales
  • Cycles in the ad sales: the sales figures are usually lowest during the beginning of the year and the summer vacation season, strongest sales numbers are to be expected in the end of spring and at the beginning of autumn

What is a UserReport and why should I put it to use?

We conduct visitor surveys on the sites in our network using UserReport. The research data is utilized in targeting Improve Media’s advertising, and thus, the sites surveyed can be included in more campaigns.
All research data is also available to the publisher, which may prove to be useful in content providing or in the design and sales of commercial campaigns, for example.

The data is collected with a pop-up survey that is personalized for the publisher. The pop-up survey will be implemented as user-friendly as possible: the pop-up is not displayed again if the visitor has declined it on some site within the past six months. Most visitors do not notice the survey in any way.

The survey questions are related to both the user experience of the site and the visitor’s profile, such as the income level and education. The questions can be customized according to the needs of the site and new questions, which are of interest to the publisher, can also be added.

Advertising Problem Situations

The tag is now in place, but why is the ad placement empty?

Once the new ad tags have been sent to the publisher, we will begin to attach these ad placements in currently running campaigns and in programmatic buying channels. It may take a few days to connect advertising placements. We also recommend checking that the Ads.txt file is installed correctly on your site and that it is up to date.

Why doesn’t an ad appear on every site load?

Improve Media does not necessarily display ads every time the page is downloaded. We run every page load in our system, where the ad placement is provided with a chain of primary ads and secondary ads. Sometimes, there are not enough secondary ads and we prefer to leave the placement empty rather than offering low-cost ads with less quality.

However, it is worth noting that the site publisher’s experience of the ads is often different from that of a regular site visitor. A frequency (daily maximum for the displays) is almost always defined for the campaigns. The same ad is usually displayed 1-2 times for the same visitor within 24 hours. The daily ad displays can therefore run out, especially if the site is downloaded frequently.

To mimic the ordinary visitor’s ad experience, we recommend the publishers to open their site in an incognito window. However, if the placements are still often empty, contact our ad management team to solve the technical issues.

If all the empty ad displays are perceived to be problematic, publisher’s own passback ads can be added to the end of the chain. The passback ads can be image files or ad tags from another advertising management.