Wykop.pl is the largest Polish social networking website, generating approximately over 100 million ad impressions monthly.

Each month, the website attracts more than 10 million users, who create over 70,000 new entries and comments on a daily basis. Wykop.pl has been running for 15 years now, letting its users both speak out and read on various subjects. The website is often described as a “polish Reddit”, and its only competition in the domestic market is well-known international giants like Facebook and Twitter. This encourages not only individual users but also some of the most reputable brands in Poland to open and actively use an account.

Wykop

Problem

The publisher’s biggest obstacle to generating satisfactory profits was the type of his content. After all, the majority of the website’s insides were made by its users, otherwise known as user-generated content (UGC). Such content creations tend to be problematic since it’s not always appropriate in their form and accurate in terms of validity. This is why UGC is considered possibly hazardous for the brand safety of entities advertising on such websites. Numerous policy violations started to be reported by advertising systems that encountered inappropriate content on Wykop.pl. This made advertisers avoid its ad inventory and caused its monetization earnings to drop dangerously low.

Approach

First, we had to understand what kind of violations were reported; therefore, we sorted out the website’s content by its monetization potential into:

  • premium – in line with every ad system’s policy,
  • proper – accepted by the majority of SSPs,
  • inappropriate – not suitable for monetization.

Fortunately, it turned out that the questionable content was not numerous. Hence, the objective was to find a way to monetize the valid content without being held back by the incorrect one.

In the next stage of collaboration, we noticed an opportunity to increase the publisher’s profits by diversifying used methods of selling his ad inventory. To this end, we wanted to apply Programmatic Direct, but this method’s effectiveness depends on the presence of content described as premium.

Solution

We’ve segregated the SSPs collaborating with us in terms of their requirements and matched them with the distinguished content groups present on the website. The publisher has also started to categorize his content based on assigned tags to determine the monetization potential of each website’s page. This way, we were able to implement ad systems with less stringent rules on pages containing potentially more risky content. Eventually, if it’s not safe to monetize a particular page, the ads are removed from it for the sake of both publisher’s and advertisers’ brands’ safety.

Products we used

Ad Mapper

Ad Mapper

Automatically creates a flexible ad layout, adjusted to the specifics of your website. Ad Mapper optimizes the monetization process and allows you to acquire even higher income from the display, video, and native ads while ensuring a positive user experience.

optAd360 CMP

optAd360 CMP

Free tool compatible with the guidelines and standards of IAB Transparency & Consent Framework v2.2, mandatory for every publisher with traffic from the European Union. It is designed to securely manage recipients' consents for using their data within the scope of personalized advertising.

Outcomes and benefits

The introduced solutions enabled the monetization of pages previously excluded from it due to numerous policy violations. It also allowed for applying better paid programmatic advertising sources. As a result, the website’s earnings increased by 47% (when compared to the average revenue from the troubled period with modest monetization).

Moreover, thanks to the presence of more prestigious SSPs, Wykop.pl is now prepared for diversified monetization methods, from direct and programmatic ad inventory sales to concluding deals through Programmatic Direct. Many advertisers are aware of its reach and attractive audience, and thus are eager to bid for their attention on the website.

+47%

publisher’s revenue increase

premium content

selected among UGC

Taveevat Savetjindakorn
Manoj Meena
Tania Rusinkevych
Peter Nagy
Sofikul Alam
Nicolas Diaz
Rakasiwi P. Putra
Roberto Fuentes
Arief Rizqi Masardi

Their exceptional products and services have consistently exceeded our expectations. optAd360 demonstrates a remarkable level of professionalism, reliability, and attention to detail, ensuring that our needs are always met with utmost care. Their prompt communication, efficient delivery, and fast payout have been invaluable to our publishers.

Taveevat Savetjindakorn
Founder and CEO of Positiv Digital

Our experience with optAd360 is truly exceptional! Their professionalism, reliability, and meticulous attention to detail have consistently surpassed our expectations. Special thanks to our dedicated Account Manager, Aldo, for his invaluable support. We highly recommend optAd360 to any publisher seeking a top-notch partner. Their prompt communication, efficient delivery, and fast payout system have been instrumental in our success!

Manoj Meena
Founder and CEO of Timesbull.com

We have started working with optAd360 recently, but even in this short period, we have achieved good results. Our manager responds very quickly to our requests, so we can experiment with formats and choose only the best for us. We are grateful for the efficient work, valuable recommendations, and personal approach.

Tania Rusinkevych
Рroduct owner at 24TV media group

Thanks to cooperation with optAd360, we managed to optimize our advertising space and significantly increase its potential. We appreciate their professional approach and seamless collaboration.

Peter Nagy
Product Specialist at Profesia.sk

optAd360 stands out for unwavering commitment to their clients’ success. I am impressed by their level of dedication and professionalism. My account manager, Steffi, has not only streamlined my operations but also significantly improved my revenue outcomes. I recommend optAd360 to anyone seeking a reliable monetization partner!

Sofikul Alam
Owner of crewbase.net

For us, starting to work with optAd360 meant being able to cover our inventory in a better way and thus have better monetization of the remaining inventory. We appreciate the professionalism, dedication, and closeness they have with us to grow in new businesses.

Nicolas Diaz
Operations - Computer Engineer at Mas Medios Chile

The Publisher Success Manager, Esther at optAd360, was responsive and helpful, and the performance was above and beyond our expectations.

Rakasiwi P. Putra
Head of Programmatic Partnership at Detik Network

optAd360 caught my attention when I saw the way their ads work. They broadened my horizons in Ad Exchange technology and helped to meet my goals by increasing my revenue. Thanks to their Ad Revenue Index, I understood market fluctuations. Above all, I appreciate the transparency and support at all times.

Roberto Fuentes
Chief Technology Officer at Tolucalabellacd.com

Troubleshoot service, fast response, great insight, and willingness to share are why optAd360’s advertising optimization works well.

Arief Rizqi Masardi
Ads Ops Manager at Detik.com

Registration to the optAd360 network

Increase your ad revenue!

Join satisfied publishers who, thanks to the optimization of their advertising space
with our technology, started to generate greater profits.

Sign up