We reconfigured their ad setup leading to 96% eCPM growth, optimized their website leading to another 36% eCPM growth, and introduced tech add-ons resulting in a revenue lift.
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The Quint is an award-winning digital news publisher based in India, founded by Raghav Bahl and Ritu Kapur after their exit from Network18. They provide thorough, visually powerful and community-driven stories, features, and interactive multimedia formats.
~30 mn/mo* (Sept. 2021)
Website (mobile and desktop)
and AMP
English and Hindi
The publisher had a heavy dependence on direct sales for their revenue. Remnant inventory was never focused on. They had their own Google AdX, but they did not believe in programmatic because of two problems — low fill rates (under 50%) and low eCPM. They wanted to overcome both of these challenges without adding any code on page or making any changes to the site and ad unit layouts.
eCPM Improved
By >150%
AI-Powered
Ad Ops
Banner Refresh [HVR] and Header Bidding [HB] were introduced.
Before - 40%
After - 90%
[Coreweb Vitals]
As per popular belief, fill rate and eCPM are known to be inversely proportional. Most publishers simply reduce floor CPMs so that they can get higher fill rates. But this comes at the cost of undervaluing your inventory (think, lower CPMs), and vice versa. In this particular case, we had to increase the fill rates and also improve the eCPMs. As soon as AdOpsOne took over the ad operations role here, we identified all the gaps in the publisher’s GAM. We reconfigured all the ad networks, SSPs and exchanges. We set up auction pressure by using header bidding, dynamic allocation and price priority for networks. We made over 100 different micro-setting changes across GAM. Our AI assistant kicked in and updated the unified pricing rules (UPR) every day.
In addition to the above:
20 N. Wacker Drive,
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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