We reconfigured all the ad networks, SSPs, and exchanges of The Quint and introduced them to an effective way of running both direct and programmatic ad operations, thus improving their eCPMs by more than 150% and fill rates by 50%.
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Mathrubhumi is a prominent Malayalam-language newspaper published in Kerala, India since 1923. It covers a wide range of news and features on various topics, including local, national, and international affairs. With a strong print and digital presence, Mathrubhumi is widely read and trusted by readers in Kerala.
~ 69 mn/mo (Oct 2023)
Malayalam and English
GAM
Website (desktop)
and AMP
Upon conducting our initial setup analysis, we noticed that Mathrubhumi’s programmatic ad setup was complex which made it difficult to accurately track and optimize for increased performance. We also identified a significant issue – wherein a majority portion of Mathrubhumi’s impressions were being allocated to one specific demand partner. Despite the partner receiving high volumes daily, their performance steadily kept dropping resulting in missed revenue opportunities for the publisher.
Following three months of collaboration and witnessing a 96% growth in their eCPMs since joining AdOpsOne, Mathrubhumi approached us with plans for a website revamp and recognized the need to leverage our ad tech expertise. As a legacy print publisher, they enjoyed significant coverage, but the impact of COVID-19 necessitated a shift towards online platforms. While they had a basic Google Ad Manager (GAM) setup, they lacked the resources to optimize its performance to the fullest extent and maximize revenue for themselves. They needed strategic solutions to enhance ad placement, increase impressions, improve Core Web Vitals scores along with guidance on optimizing their GAM setup for better, long-term results. Additionally, with Mathrubhumi primarily focused on direct deals, our expertise and guidance in the programmatic advertising avenue played a pivotal role in setting them up for incremental revenue in the future.
Streamlined current ad setup
Consulation on efficient GAM setup
Provided customized ad codes
Improved Core Web Vitals score
In Phase I, we addressed Mathrubhumi’s complex and disorganized ad unit setup that hindered the efficient evaluation of demand partner performance, streamlining and optimizing it for enhanced efficiency. We consolidated their demand partners (in addition to introducing our in-house Header Bidding setup + additional Prebid demand to their stack) and focused on retaining only the most relevant ones while prioritizing the introduction of new high-performing partners. During this phase, we also initiated an efficient High Viewability Refresh (HVR) setup for Mathrubhumi.
Phase II focused on optimizing Mathrubhumi’s new website, providing consultation on efficient GAM setup with customized ad codes and strategies for improving their Core Web Vitals score.
In Phase III, we introduced Open Bidding to their ad stack and also restarted Mathrubhumi’s programmatic video monetization strategies, assisting in optimizing fixed deals, integrating new video partners and providing guidance on pricing rates.
We also integrated Blockthrough and Unblockia to effectively monetize blocked inventories without compromising user experience.
Throughout the entire collaboration, the partnership between our AdOpsOne team and Mathrubhumi proved instrumental in achieving remarkable results. Our ad ops expertise and guidance were pivotal in optimizing the website, expanding demand partnerships and implementing advanced ad tech features. By closely working together, both teams successfully enhanced the online user experience, maximized revenue streams and leveraged powerful tech add-ons. This strong and collaborative partnership ensured a comprehensive and impactful solution that transformed Mathrubhumi’s online advertising performance, leading to long-term significant growth and success.
In the first 3 months of joining AdOpsOne
In following one and half year
Before - 75%
After - 90%
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12th Floor,
Chicago, IL 60606
+1 312-780-1674
Ext. 111
WeWork, 7th Floor,
Spectrum Towers,
Mindspace, Malad (W),
Mumbai 400064
+9122 40360111
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