You might be tired already of opening LinkedIn and seeing Canva’s made carousels from entrepreneurship influencers telling you that quality over quantity is key to succeeding. The thing is, it might actually be true.
Having a high-quality website will not only help you gain your audience’s trust but also serve to catch the eyes of KPI hungry advertisers with pockets full of cash ready to spend on ad space. In this post, we’ll explore the reasons why a Publisher’s quality matters if you truly want to make it rain.
Why Publisher Quality Matters for maximum ad revenue
The main reason publisher quality matters is the fact that it drives higher ad revenue. It also impacts on building trust with your users, enhancing ad performance, providing a better UX for your visitors, and improving key metrics such as traffic, SERP rankings, engagement, and conversion rates.
What makes a high-quality publisher?
You are up to date with the industry standards and regulations
It’s 2025, of course being transparent and complying with privacy protection laws is key to making your website stand out. The Transparency and Consent Framework is a standardized method set by the IAB to ensure publishers, vendors, and Consent Management Platforms handle users’ information according to the guidelines set by the data protection regulations. Follow these practices and you are on the path to quality success.
By counting on an AdTech Partner like us at Refinery89, which is a member of the TCF, you can always be sure your ad monetization technology will stay up to date with the industry standards. You can leverage (for free!) our Premium CMP to handle users’ consent data, ensuring compliance with data protection laws like the GDPR (General Data Protection Regulation) and the CCPA (California Consumer Privacy Act).
Your ad viewability rate is to die for
A metric that advertisers absolutely love is ad viewability. Ads need to be viewable to make an impact. If you can secure a high viewability rate under your belt you are on the right track. Placing your ads mindfully not only makes your website look like a trustworthy place. It’ll also enhance your UX and result in better ad performance as it’ll be easier for users to connect with the advertisements.
You can learn more about how to improve your ad viewability with this 4 ad placement strategies by our AdOps expert, Germán Tinaut.
You keep things brand safe
Advertisers’ biggest fear (besides a spooky low ROI) is putting the brand they put so much effort into building at risk. Methods such as contextual targeting have made their debut in the programmatic advertising world to match the perfect ad to the perfect content. This dynamic serves to ensure advertisers get their ads placed on websites suitable for what they want to communicate.
Keeping things brand safe on your site means avoiding content that brands typically don’t want to be associated with such as the topics listed in the Global Alliance for Responsible Media (GARM)’s Brand Safety Floor Framework or the content categories deemed unsafe for advertising by the IAB. Take this into account along with Google’s Publisher Policies, and your site will be a green flag for brands!
You serve relevant ads for higher engagement
Speaking of contextual advertising. Serving ads related to the content the user is visiting providing them with a better UX. Ads that are interesting to your user will perform better, as they generate a higher engagement rate and lead to higher conversions.
You prioritize user experience
Users come first, so don’t scare them off with bad UX! Delivering the best user experience you can to your visitors will do wonders for your engagement. Visitors will stay longer on your site soaking in all the great content you have. This will also improve conversion rates, bounce rates, and most importantly, your search engine rankings to generate higher traffic.
And you know what higher traffic means? Cha-ching! More ad revenue for your bank account! If you’re now feeling inspired to improve your website’s UX, check out these 4 top recommendations from our in-house UX expert, Itziar Gil Hernando!
Team up with an AdTech partner who keeps an eye on you
Having a high-quality website with top content will put you on the map! As Google Certified Publishing Partners and members of the IAB, we have a huge responsibility with you! We have to ensure that our publishers are following the industry’s standards to guarantee successful ad monetization. So, if you want to be part of the #1 Publisher Network in Europe and LATAM, don’t hesitate to reach out!
