Dynamic CPM Scoring
Today’s almost perfect inventory liquidity powered by Programmatic trading companies has dramatically flattened the value of digital content. Real Time Bidding allows virtually anyone to become a publisher - while a two hundred word report produces almost the same revenue impact as 6 month journalistic investigation from a 100 year old publisher.
Newsroom AI allows you to dynamically score ad inventory associated with each individual article page - whether you’re using standard display, native or recommended deals, served by the Newsroom ad platform.
1. Page Scoring
A daily crawler is automatically scheduled to review the scoring of all your article from the last 60 days. The process evaluates news articles based on on a number of signals, such as word count, timestamp, media attachments and external references.
For articles that are more than 1 day old - the process factors in time-on-page data — in an effort to determine the engagement potential delivered to the advertiser.
Once scoring is performed, the platform re-assigns CPM values to each individual ad unit delivering on the page. Pricing is established via 10 pre-set tiers with corresponding dollar values - that you can set up with your account management team.
For example - a local report about store opening would get a 3 out of 10 score, a breaking news would get 5, while a “2018 Stock Markets Report” would most likely get 10, corresponding to a $15 CPM rate.
The system allows sales team to protect the value of their high quality content - while simultaneously opening up inventory for performance advertisers. As a consequence - direct sold performance campaigns or low CPM RTB fallbacks - can be automatically disabled for recent or high-value articles.
3. Disable ads across sensitive content
The system can be configured to completely disable ads for pages with sensitive content - such as accidents, terrorism or public service announcements.
4. Revenue Reporting
Page level reporting (in Beta) allows editors to understand the revenue impact of their work - with a good estimate of the dollar value for each individual story. Current or past revenue scores are not disclosed.