A 'value exchange' between consumers and a company is a key to a long-term success for every business. For digital publishers using ad monetization, the task is even more complicated - they have to simultaneously provide their audience with quality content in a friendly environment, increase own revenue, and satisfy advertisers' expectations. Without necessary data and metrics, publishers often try to maximize their revenue by implementing ad units, page layouts, and bidders that promise higher CPMs but at the end damage website UX. As a result, visitors consume less content and publishers are forced to invest in acquiring more traffic to prevent revenue decline. However, increasing revenue with visitors that are already on your site is a more effective growth strategy.