intermediate
5 min read
Publisher Selection Criteria
How ad networks evaluate and select publishers
Ad networks evaluate publishers on multiple factors:
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User Engagement Metrics
- Session duration (longer = more engaged)
- Pages/actions per session
- Return visitor rate
- Time between visits
Audience Composition
- Percentage crypto-native vs. general audience
- Onchain activity levels
- Wallet connection rates (on wallet-connected surfaces)
- Types of protocols users interact with
Ad Placement Quality
- Viewability (ads actually visible to users)
- Ad clutter (too many ads hurt performance)
- Context relevance (crypto content vs. general tech)
- User experience (intrusive vs. native)
Technical Implementation
- Page load speed
- Mobile optimization
- Proper ad tag implementation
- Data tracking capabilities
Policy Compliance
- Content moderation standards
- Bot/fraud prevention
- User privacy practices
- Brand safety measures
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High-quality publishers score well across all dimensions. Low-quality publishers might have volume but fail on engagement, context, or implementation.