With over ~25M pageviews per mo, the publisher is the Asia’s Largest Online Shopping Store for kids & baby products and a go-to source for parenting advice. Previously, the publisher was running direct deals with local and national advertisers and sold the remnant ad impressions to ad networks via Google Ad Manager and Google Ad Exchange.
We revamped their ad stack and set up a unified auction environment that increased the overall ad revenue by 57% and AMP revenue by 55%.
Challenge: Demand to consistently grow its revenue.
The publisher knew how to grow its traffic and attract a niche audience and engage with them. The publisher understands the significance of returning visitors on its bottom line and never failed to consistently grow its organic traffic over its existence. But the publisher’s team lacked the demand to increase its ad revenue. Even with the quality content and engaged audience, the publisher found it’s hard to hit its revenue goals. The most interesting part is, they tried experimenting with a different auction setup before and to put it simply, wasn’t satisfied with the results.
Solution: Automatad’s Unified Auction Management.
We delivered different and better results with our Auction Management platform. Because we took an approach that is unique to the publisher and ran quick experiments with several demand partners to choose the right ones. From measuring and comparing win rate, bid rate, bid response time, etc. we were able to filter down the suitable demand for the audience. Then, we mapped it with user analytics and content analytics to predict the partners that have the potential to perform better over time.
On top of these, our platform optimized across all channels, including network latency, page load speed, time out for bidder partners and floor prices to make sure the ad impressions get the maximum possible CPM every time. We’ve also set up and adjusted price floors for each partner to optimize for yield.
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Who's the publisher?
With over ~25M monthly pageviews and 7.5 million registered users, Firstcry.com is Asia’s largest online shopping store for kids & baby products and a go-to source for parenting advice. The publisher engages with 13 million unique parents and serves hundreds of millions of ad impressions every month.
Did the publisher have any experience with other partners?
No, they relied on Google Ad Exchange (AdX) to sell their remnant impressions.
How long it took for the publisher to experience the result?
The publisher started to see the results within a month of product deployment.
What's the payment term?
What's the impact on eCPM?
Both eCPM and ad revenue increased substantially over time. But that’s not all. Download the case study to get the complete picture.
Can I expect the same results?
Of course, it depends on a lot more factors. Reach out to us to get an estimate.