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Passing Editorial Tags Into DFP Tags for Ad Targeting

Monetization is a tricky hurdle for every site. On RebelMouse, we try to make every ad feature easy to use, organize, and change if needed. For example, you may have a special editorial section or set of articles that require targeting specific ads, or no ads at all.


By passing editorial tags into your DoubleClick for Publishers (DFP) tags, you can control turning ads on or off, or targeting them for specific campaigns. We have a variable you can invoke and pass into ad tags easily using the {{tags}} and/or {{section}} variables in the Ad Header Code.

Here's an example in our Layout & Design tool:

Doing that will output the following code to your website:

Using Private Tags

You can also use private tags by implementing the (*) symbol. This will make it so that sensitive content will not show up for your users while still being passed into the ad tag system.

Note: This feature is not yet supported for Facebook Instant Articles or Google Accelerated Mobile Pages (AMP), but it will be in the future.
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subscription model for publishers
Content Strategy

In 2022, Publishers Take Back Control With Subscription Success

Users are ready to pay for content that delivers

The Rise of the Mature User

It's been a long and winding path, but in 2022 the subscription model continues its upward trajectory as a top revenue strategy for publishers of all sizes. The tug of war between platforms and publishers reached its peak in the last few years of the previous decade, leaving users desperate for a modern user experience that's clear of any clutter from the duopoly that is Google and Facebook. This is why intelligent paywall models are a top choice for users looking to consume content right from the source. When done correctly, the strategy can work for any type of media. The New York Times, a frequent showpiece example of the power of paywalls, is constantly reporting record-busting subscription numbers, with 7.6 million digital subscriptions in 2021.

And it all makes perfect sense. The subscription model eliminates the middleman — such as the platforms — so readers get the experience and content they want, and publishers get the cash they need.

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Rebel Insights

RebelMouse Q1 2021 Platform Updates

Speed, performance, and Core Web Vitals enhancements

Click here to read our Q2 2021 platform performance updates!

At RebelMouse, we pour our souls into making sure that our platform is always the most modern, high-performance CMS on the market. In fact, we invested over $100,000 worth of hours into our platform in Q1 2021 alone. This has resulted in updates and performance enhancements that publishers would have to pay for on their own to make happen on any other platform, such as WordPress. We're proud to be at a level of scale where we can invest this way into our platform, and we will continue to invest at this rate every quarter moving forward just as we have in the past.

Here are the major updates that we've added to the platform in Q1.

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Rebel Insights

A Guide to Google's Publisher Center

May 2022 Update: Looking to set up Publisher Center?

Navigating critical tools for your organization on your own can be treacherous. RebelMouse has built a platform infrastructure that exceeds the digital publishing industry’s standards, while simultaneously cracking the code on Google's algorithm puzzles. Our platform is designed from the ground up to empower users of every skill level to build sites that perform well against Google’s Core Web Vitals, which means better organic reach, search returns, and visibility. In fact, Google recently featured RebelMouse on its web.dev blog to highlight how our performance optimizations nurture user loyalty and engagement. We provide the tools and information that unlock sustainable growth and revenue, and we outperform other industry leaders on site, search, and social. Let's start working together.

In late 2019, Google merged Google News Producer and Google News Publisher Center into a single tool. Officially called Publisher Center, Google has created an enhanced user experience and expanded set of functionalities that easily allow any publisher to manage content across multiple properties on Google News.

One of the many great new features Publisher Center offers is the ability to manage multiple sites simultaneously under one organization, as well as the ability to switch between more than one organization.

This makes managing many sites across multiple organizations a snap.

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The Subscription Model Is Taking off and Competition Has Never Been Steeper
Rebel Insights

The Subscription Model Is Taking off and Competition Has Never Been Steeper

The post-pandemic user landscape is still ripe for subscription revenue

You can get a subscription for everything these days. Whether it’s a cheese-of-the-month club or annual access to read your favorite content, the subscription-based model has continued to gain steam in recent years. In fact, the market for digital subscriptions is valued at $650 billion according to a new report from Lineup, a subscription management solution.

The power of the subscription model has been growing since even before the COVID-19 crisis began, and isn’t showing any signs of slowing as we enter a post-pandemic landscape. According to What’s New in Publishing, Gannett reported a 46% year-over-year increase in digital subscriptions in November 2021, putting them at 1.5M total subscribers. Hearst grew its digital subscriptions by 50% in 2021.

But subscriptions aren’t just for big name publishers. Users in 2022 are ready to pay up for legacy names and new media companies alike, as long as it’s for an experience that’s beneficial to them, reliable, and free of the clutter that can come from third-party platforms. Speaking of platforms, even TikTok and Instagram have started to gauge their audiences’ temperature on subscription experiences. So, the competition has never been steeper for publishers looking to build a subscriber base. Unfortunately, launching a simple paywall may not be enough.

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