Insights
What we have learned running our own ad-monetised properties, campaigns and products — written out in full, not as teasers.
-
Consent for EEA and UK publishers: what a certified CMP actually changes
For EEA and UK visitors, consent decides whether Google serves ads at all. The failure modes we see most, and how to spot them in your numbers.
-
Request eCPM against impression eCPM: the number that hides the problem
Impression eCPM stays flat while revenue falls. Request eCPM counts the empty requests too — why we report against it on every property we own.
-
AdSense, Google AdX and Ad Manager: which one you actually need
AdSense is a network, Ad Manager is a server, AdX is demand. How the three fit, when to move up, and the one number to watch after you do.