The publisher was unsatisfied with generated revenues and looked for a monetization service that could reveal the website’s potential.

When establishing cooperation with WRC, our goal was to identify the solutions that would bring additional income for the publisher. We immediately recognized the main reason for low profits – an extensive area was filled only with a few ad units. It was mainly caused by focusing on filling the placements previously designated for the direct campaigns’ sales. Since the publisher continued cooperation with another supplier, we had to adapt the proposed solutions to those in use. 

Initially, the publisher tested solutions provided by different ad networks, but despite achieving seemingly higher CPM rates, the page’s RPM index did not increase. Our first step was to implement the Revenue Booster, which determined the optimal areas for additional ad placements. As the introduced changes quickly brought desirable profits, the publisher realized how incomplete and inefficient the former ad layout was. After a few days, we started to exploit another unused ad space. Our next decision was to use the Recovery Tool, which finds unsold ad impressions and refills those with new creations. This significantly increased the efficiency of ad units on the website.

We also applied improved versions of previously used formats, i.e. Interstitial and Sticky Ads with a Smart Refresh function. With new products, we optimized the ad formats on the website’s mobile version. The subsequent stages of cooperation resulted in the implementation of out-stream video ads as well as the optimization of Header Bidding and SSP’s participation in advertising auctions. In June 2020, we supplemented the ad formats with native units, which optimized not only the publisher’s revenues but also the website users’ involvement in the received content. We also tidied up the website’s advertising codes, supported the management of direct campaigns, and launched the publisher’s Private Marketplace (PMP).

From the very beginning of our cooperation, the publisher’s satisfaction increased, as the revenue we generated in a short time began to account for an average of 59% of all WRC incomes from programmatic advertising. Therefore, after five months, the publisher decided to hand over his ad space supervision entirely to optAd360, which resulted in the website’s RPM doubling in October 2020. Native ad implementation with the content recommendation function resulted in the website’s organic content recirculation of 16% (traffic remained on WRC pages). In addition, the average time spent there by users increased by 22%. What’s more, cashing the profits from advertising activities in the 30-day system improved the publisher’s financial liquidity (so far, it was settled within 60 days).