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How to monetise a portal with ad positions
Ad positions, campaigns and reports — the basic portal monetisation model and how to set it up technically.
A portal with good, regular visitor traffic has a natural, proven source of revenue — ad positions companies pay for to be shown to your audience. The key to successful monetisation is that those positions are managed easily and flexibly, without a developer changing code every time a new campaign starts.
How it is set up technically
Fixed, pre-designed positions are defined on the portal's pages (common practice is labelling like P1, P2, P3 through P7, each in a different, strategic place on the page).
The marketing team schedules campaigns independently through the portal's admin — choosing the position, the duration, and uploading the ad material — with no need for a developer to be involved in each individual campaign.
The system automatically tracks and records impressions and clicks for each campaign, generating reports the marketing team uses both for its own analysis and for reporting to the clients who paid for the ads.
What to absolutely watch for
Ads must not slow down the portal's loading or ruin the readers' experience — site speed and restraint in the number and size of ads are as important as the revenue the ads bring, because overly aggressive advertising drives readers to abandon the portal entirely.
Clear separation of advertising content from editorial content builds readers' trust and prevents confusion about what is independent news and what is a paid ad.
Nikola Cerić
Founder & CEO, Manage IT
More than 10 years of software development experience — in his own company and in major IT companies across the Balkans.