Challenges Faced:
Sportskeeda aimed to elevate its CPMs and overall delivered impressions, particularly focusing on Tier-2 and worldwide geographies. This required optimization of ad delivery and targeting to reach a more diverse and expansive audience effectively.
Solutions Implemented by WaardeX:
- Cross-Departmental Analysis: Engaged various teams to delve into historical data of programmatic and direct campaigns, allowing for a nuanced understanding of past performance and areas for improvement.
- Dedicated AdOps: Positioned an AdOps manager to focus solely on Sportskeeda, providing essential market insights and facilitating rapid response to changing market conditions.
- Regular Strategy Updates: Ensured alignment with Sportskeeda’s goals through weekly reports and strategic discussions, maintaining a clear path toward achieving targeted outcomes.
- Real-Time Auction Capability: Enabled participation from all premium demand sources in real-time auctions to push eCPMs to their maximum potential.
- Seasonal Optimization Plans: Tailored optimization strategies to different times of the year, adjusting for variations in GEO, banner size, and other relevant factors to boost demand bid rates.
- Dynamic Demand Strategies: Utilized sophisticated tactics to enhance monetization across different traffic tiers, adapting to global audience demands.
- Smart Margin Control Application: Deployed WaardeX’s proprietary technology to fine-tune CPM rates, thereby improving profitability.
- Bid Floor Pricing Experiments: Tested various bid floor settings to find the optimal balance that would maximize yield without sacrificing fill rates.
- Traffic Shaping Technology: Applied advanced algorithms to direct ad placements towards the most relevant bidders, enhancing the accuracy and effectiveness of ad matching.
Results Achieved:
The implementation of targeted strategies led to an impressive approximate 25% increase in average CPMs, along with a significant uplift in impressions delivered across Tier-2 and Worldwide GEOs. Over the course of five months, delivered impressions saw a dramatic 400% growth. These outcomes not only highlight the effectiveness of WaardeX’s advanced technological capabilities but also underscore a pivotal enhancement in Sportskeeda’s ad monetization strategy.
Key Takeaways:
This case study showcases how WaardeX’s cutting-edge programmatic advertising tools, including real-time bidding, header bidding solutions, and traffic shaping technology, can dramatically enhance traffic monetization. The strategic application of Smart Margin Control and dynamic demand strategies ensured that Sportskeeda could achieve an optimized publisher performance, catering effectively to a global audience.