The Scoop on Sequencing

scoop on sequencing

Sequencing is one of the several ways maximizes revenue for publishers. We sat down with our experts to get the lowdown on what sequencing is, how it works, and why it benefits your bottom line.

So what is sequencing anyways?

To put it simply, when monetizing ad placements, we first place the highest performing placement, and then if that placement does not get filled, our technology destroys that larger placement, and renders a smaller size in the same place. This continues on until an ad placement is filled, in order to ensure that each spot on the page with a designated ad placement gets maximum opportunities.

sequencing ad products

There are 2 key main to sequence ad placements:

  1. Size Sequencing: This is the process of sequencing ad placements that reduce by size. The first placement to appear is the largest, and each time the placement does not get filled, the technology creates a smaller placement.
  2. Structure Sequencing: If one ad product, let’s say an Inline, is performing better than others on a given page, we can sequence the best performing placement first, and then sequence other ad products, like sticky footers, after.

Why do we do it?

We sat down with Marina Shnayder, our Senior Revenue Optimization Manager to learn exactly why uses this technology and to hear examples of times it helped monetize.

Marina explained that sequencing is an extra way to “utilize leftover ad calls on a page that have not been filled.” She then showed us real data from a time when sequencing helped bring in maximum revenue for one of our publishers. First a 300 by 250 sized header was placed, with hopes of gaining max revenue. However, when this size was not filled it was sequenced by a 320 by 200 sized placement. In this case there were no opportunities for the larger size, so the smaller one rendered.

The first placement received $180 dollars, and “the second was able to scoop up an extra $30.” This increased the total revenue significantly.

If it helps monetize, why doesn’t everyone use it?  



Sequencing requires extremely sophisticated technology in order to work effectively. As a result, many ad networks that implement multiple lines of code, are unable to support it. The sites either load too slowly, or simply do not carry the functions to sequence seamlessly from one ad product to the next. For example, websites might not be able to destroy the ad product without hurting the display and other information on the page.

Additionally, when sequencing occurs, the code must call another ad product very quickly. This speed optimization is a crucial factor in ad sequencing according to our operations team leader, Amir Gur. As he put it, “if sequencing is going take even ten seconds too long, then you might as well not show another ad placement at all.” Often times too much code slows loading times.

Our one line integration is capable of optimizing speed, and managing all of the necessary functions during sequencing in order to maximize revenue.



If you have any questions about sequencing and how we create and monetize ad products for publishers, then get in touch!