# Advertisement Extension Point

The way a publication's ad inventory is managed has a direct impact on a Tenant's revenue generation and the UX they deliver to their valued readers.

Marfeel manages a Tenant's ad inventory with two intertwined objectives in mind: To promote an organic and optimal UX while maximizing ad revenue. The way the ad inventory is managed depends on its business model. To know how Marfeel's AdDealer manage and optimized the ads see AdDealer article.

The setup for the ad inventory of a Tenant is unified on the server-side in the inventory.json file. This allows us to implement AMP Real Time Config (opens new window) for AMP Fast Fetch at the user and impression level. See more about ads loading strategy.

The ad inventory configuration is available for non-tech users in MarfeelStudio.

Marfeel has a set of existing extensions for common ad servers. See the catalog to find all the ad providers that are supported by Marfeel. If a Tenant uses an ad server that is not supported by default in Marfeel, a new ad server extension can be created.

For more specific configurations in Marfeel's AdDealer, Header Bidding or direct campaigns, the setup is done in the twister.json file.

A Tenant's ad inventory is distributed and configured based on its navigation level, which means that the position, type, and behavior of ads can be independently set up for each level. Each tenant's site has the following 3 navigation levels:

  • Mosaic (section pages)
  • Details (article pages)
  • Image Gallery

# Types of ads

Ads are added via placements, which define the types of ads that will be displayed on every navigation level.

These are the types of ads that are supported:

  • Inline: An ad displayed between two blocks of content
  • Billboard: An ad displayed above all content at the top of the page
  • Footer Ad: An ad displayed below all content at the bottom of a page
  • Sticky: An ad that remains fixed at the bottom of the user's screen regardless of scrolling
  • Native: An ad that matches the form and function of the site upon which it appears.
  • Interstitial: An ad displayed as a pop-up that covers the site.

This configuration is defined in the inventory.json file for each Tenant.

# Lazy Loading

To maximize a customer's mobile monetization while delivering an optimal UX for their readers that boosts engagement, the Marfeel solution employs a lazy load strategy. This approach anticipates 3 viewports and loads the remaining ads on scroll to provide the fastest rendering times possible and industry-leading speed and smoothness. This strategy also enhances the quality of impressions and improves CTR (click-through rate).

Marfeel lazy loads most of the page assets; images are lazy-loaded as the user scrolls, in addition to the Twitter and Facebook embeds, video players, iframes, and any external media or widget.

This ensures there's no render-blocking media or widget that prevents the user from viewing content while these elements load.

Marfeel does this even with advertisements, which can really slow page rendering. By lazy loading ad impressions, we are able to maximize the performance through boosts in click-through rate (CTR) and make scrolling much smoother.

In specific cases, however, customers may want to disable this behavior. Marfeel understands the competitive nature of the mobile ecosystem and for that reason, provides the flexibility for publishers to serve ads in the ways that give them a competitive monetary advantage.

# Lazy rendering

Ads are not only lazy loaded but also lazy rendered. This means that an ad is only rendered when the user is about to see it. This improves viewability and performance.