2025 is going to be THE year for your website! As Certified Google Publishing Partners, we’re here at Refinery89 to help you maximize your ad revenue with innovative tech and services. So, today we’re giving the mic (or…keyboard in this case) to our lovely CEO, Hugo Welkers! He has swooped in to share some of the exciting updates and new features you can expect from Refinery89 this year that will take your ad monetization to the next level.
Alright, everyone! A big year for us at Refinery89 is coming right up. We’re preparing all sorts of new improvements to our tech and services to continue providing you the best Programmatic Advertising solutions out there. Let’s see what’s in store for 2025! – Hugo Welkers.
Publisher Dashboard Features Expansion
Last year we revamped our Publisher Dashboard to deliver an even greater experience for our Publishers. With the new improvements, users can now extract their most valuable metrics in an easy-peasy way. Our new Dashboard was not just a facelift but made it possible to unleash a lot of new features that will be rolling out over the coming months. Here are the top 3 current improvements that our tech team is working on:
Deep Data Insights with Page-Level RPM
This year, our Dashboard is expected to provide Publishers with detailed insights into the performance of individual pages, known as Page-Level RPMs. This feature will enable Publishers to understand which content generates the highest revenue, allowing them to focus on creating more profitable content or optimizing existing sections.
Modular Dashboard Functionalities
Another cool update that we are working on is for the Dashboard to offer extensive modular capabilities, allowing Publishers to customize the features and tools they use. This flexibility ensures that each Publisher can tailor the dashboard to their specific needs, improving overall workflow and efficiency.
Session RPMs
Publishers will be able to track the ad revenue generated per session through Session RPMs. This feature provides insights into how different types of user sessions contribute to overall profitability. It also helps optimize user engagement for better ad revenue generation.
And more to come
This was just a tiny sneak peek of what we have in store for 2025. We expect more Dashboard updates and improvements that will make our Publishers’ lives easier this year. So, stay tuned to our Newsletter to find out more exciting features coming your way!
Increasing Publisher Inventory Value with Interest-Driven Tech
Our revolutionary targeting solution for advertisers, the Interest-Driven Technology, will continue evolving to provide direct buyers with highly targeted, premium ad inventory. This tech will allow advertisers to reach specific audiences more effectively, improving the relevance of ads and boosting campaign success. – Hugo Welkers.
How exactly will this benefit our Publishers?
In 2025, Publishers will see several advantages, including increased revenue through premium advertisers, better fill rates, and heightened competition for inventory. This will result in higher CPMs and RPMs, benefiting Publishers across all markets.
Major brands and agencies like Magnum, BMW, MSI, Disney, GroupM, Dentsu, OMD, and Publicis are already taking advantage of our technology to optimize their campaigns. By continuing to scale this solution, we will bring in even more premium advertisers, further increasing the value of Publisher inventory. Only the best of the best for our dear clients!
SDK Rollout for iOS and Android Apps
Our Monetize App SDK All-In-One solution we launched last year has been a total HIT among Publishers! Its simple yet effective design, allows Publishers to implement it on their apps without breaking their heads while maximizing their ad revenue. Since then, our passionate developers have been hard at work brainstorming some new exciting ways to further improve it! Here’s what we’re preparing for just for you:
Expanding Mobile App Integration
Refinery89’s SDK for iOS and Android is nearing the end of its beta testing phase, with successful case studies indicating strong performance. Once fully launched, this will allow app-based Publishers to integrate seamlessly with our ad solutions, opening up new revenue streams.
Unity Support for Gaming Apps
Later in the year, we plan to roll out support for Unity, a widely-used platform for game development. This will enable gaming app Publishers to monetize their apps using our ad solutions, tapping into a new and lucrative segment of the mobile market.
Enhancing Customer Service Quality and Speed
It’s no secret that at Refinery89 we’re committed to constantly improving our customer service. We intend to level it up by providing more direct support channels, leading to quicker issue resolution. Fewer intermediaries will be involved, ensuring faster responses to client queries. And how are we going to do that? Let’s see!
Creating an integrated Customer Success Team
We are currently working on assembling a unified Customer Success team that spans pre-sales, business development, technical account management, and AdTech. This team will work in tandem to provide seamless support across the customer journey, from initial onboarding to ongoing optimization. Fully supported by AI.
Training and knowledge building
To ensure the team can meet the growing demands of clients, we will invest in ongoing training, boosting the team’s expertise. Each department will create specialized roles to improve efficiency and service quality.
Fostering award-winning workplace culture
Our efforts in promoting a positive workplace environment have already earned recognition, having been named the “Best Place to Work in Advertising” on various occasions. This cultural focus will continue into 2025, ensuring our Refiners are well-equipped to support a growing client base with top-notch service.
New and refactored Single Tag for improved ad monetization performance
The new lightweight Single Tag introduced and rolled out in 2024 will be fully leveraged by 2025. This tag reduces memory consumption and improves load times, enhancing both user experience and ad performance by ensuring ads are loaded only when necessary. – Hugo Welkers.
The new Single Tag solution will enable features that are currently being built and tested like dynamic SSP bidding and A/B lazy load technology. This will lead to better page performance, higher viewability, and increased ad revenue potential for Publishers.
Dynamic SSP Bidding and SSP Optimization
Automated SSP Selection
Dynamic SSP bidding will automate the process of selecting the best SSP for each ad unit, region, device, and app. This will ensure that Publishers get the highest possible ad revenue from their ad inventory.
Favorable Terms with Demand Partners
This year we will renegotiate conditions with demand partners to increase bidding competition, leading to better CPMs and overall ad performance for our Publishers.
Global and Local Market Integration
Our SSP optimization will unlock more demand. This includes demand from international, local, and app-based markets, further expanding ad monetization opportunities for Publishers across different regions.
A/B Lazy Load Rollout
Optimized Ad Load Times
A/B Lazy Load technology, which we developed with the support Google’s ad-product team, was already successfully tested on a select group of Publishers in Q4 2024. It will be rolled out across all Publishers in 2025. This feature optimizes ad load times. It does it by adjusting the lazy load distance based on user behavior (not on a website level but per device, country, and ad unit). It leads to better ad viewability and higher CPMs overall, creating a compounding impact.
Compounded CPM Growth
The A/B Lazy Load solution will drive incremental improvements in CPMs over time. By optimizing loading distances per device and user behavior, the technology ensures that ads are delivered more efficiently. This helps boost performance and revenue potential for Publishers.
Become part of the journey
Our Publishers are our number one priority. As Publishers ourselves, we are driven to equip you with the best ad monetization solutions to achieve the results your website deserves. – Hugo Welkers
So, are you excited for what’s coming ahead? Be the first one to find out the latest updates! Subscribe to our Newsletter and stay up to date with our award-winning ad monetization solutions. Or, if we peaked your interest and now you want to join the #1 Publisher Network in Europe and LATAM, reach out to us to learn how!
Let’s work together for a fantastic 2025!
