The fourth quarter is the most significant revenue time of year for publishers, with advertisers projected to spend a number exceeding $400 billion on holiday campaigns this year. To capture every possible dollar, publishers need to be intentional about optimization.
Many websites experienced a decline in traffic this year, but this has led to a silver lining: diversified revenue streams. To support our publishers in these times, Freestar has found new ways within our ad monetization products and services to maximize money for every impression.
From passing hashed emails to refreshing seasonal content and introducing high-impact ad formats, preparing now will ensure maximized Q4 results.
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Ad Monetization Enhancements
1. High-impact ad formats consistently deliver stronger returns than standard units, making them a smart test for Q4. Recent studies from IAS show that high-impact display formats can drive engagement rates 3–5x higher than standard banners. By testing video, sticky units, and other premium placements now, publishers can identify which formats perform best and capture peak advertiser demand during the holiday surge.
2. As Q4 approaches, optimize your ad layout to reduce clutter. High ad density not only creates a poor UX, but it can also drive down viewability and CTR. Earlier this year, Freestar tested the assumption that CPMs, overall ad revenue, and campaign outcomes would all be higher with lower ad density across the network. We pared down ad layouts, intentionally reducing impressions by 20%. The results have been excellent! By making your site more appealing to top-tier advertisers who are willing to pay a premium for clean, brand-safe environments during the busiest ad season of the year, you will generate more revenue this year, without the clutter.
3. A direct sales strategy can be a significant advantage for publishers going into Q4. By cultivating direct relationships with brands and agencies, publishers can secure guaranteed revenue through upfront deals, custom sponsorships, and branded content packages. At Freestar, we are working with advertisers on behalf of our publishers to ensure that premium deals run smoothly in Q4.
4. Double check that any security tools or settings on your site aren’t blocking ads.txt crawlers. If certain crawlers are blocked, it can prevent demand partners from verifying your inventory, potentially leading to significant loss in ad revenue, which is especially critical during the high-spend months of the year.
If you’re currently monetized with Freestar and interested in high-impact units, ad layout optimizations, or a consultation on direct sales, reach out to your customer success team today!
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Audience + Data Strategies
5. If you’re collecting email addresses, you can deliver better targeted ad campaigns to them at premium rates. At Freestar, this option is baked into our identity approach for seamless enablement. Identity solutions like Google PAIR, LiveRamp ATS, and The Trade Desk’s UID2.0 give advertisers the ability to target known audiences with precision, driving higher CPMs and increased demand for your inventory. Authenticated traffic consistently outperforms anonymous traffic, often delivering 20–40% higher yields. Passing hashed emails is one of the most effective ways publishers can unlock premium monetization heading into Q4.
6. Building a stronger email list should be a top priority for publishers at all times of the year, but Q4 offers exciting seasonal moments to connect with readers. Newsletters are not only a reliable driver of repeat visits, but they also generate valuable first-party data that fuels premium monetization opportunities. By optimizing newsletter sign-ups, promoting them across high-traffic pages, and delivering timely and engaging content, publishers can turn seasonal surges into lasting audience growth and stronger revenue, well beyond Q4.
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Content Engagement
7. Refreshing seasonal content ensures that publishers are positioned to capture both consumer interest and advertiser demand during the holiday season. Updated content, like gift guides, product reviews, holiday recipes, and year-end roundups, not only drives higher organic search traffic but also creates prime opportunities for affiliate revenue and contextual ad targeting. To maximize impact, publishers should refresh existing evergreen articles with new images, updated links, and current product availability, while also creating new pieces that align with trending searches.
8. Short-form video content is a valuable asset publishers can invest in ahead of Q4. Not only does it capture audience attention more effectively than static formats, but it also unlocks access to high-CPM video ad placements that advertisers are prioritizing during the holiday season. Even a small library of seasonal or evergreen clips can drive higher engagement, increase advertiser appeal, and turn Q4 into a record-setting revenue quarter.
9. Content distribution should be a core focus when both consumer attention and advertiser spend reach their peak. Simply publishing seasonal content isn’t enough! Publishers need to amplify it across channels where their audiences are most active. This means promoting holiday guides, product reviews, and video content through newsletters, syndication partners, and high-traffic social platforms like Facebook, TikTok, and YouTube.
Q4 only comes once a year, and the publishers who prepare early will be the ones who benefit most from the surge in ad dollars. By optimizing your site, leveraging new revenue formats, and utilizing first-party data effectively, you can convert seasonal traffic into long-term gains.
