Themes Download Web Site Increases Ad Revenue by 106%
Summary: For a leading provider of desktop utility and PC enhancement software that helps end-users customize their Microsoft Windows experience, PubMatic optimizes its ad inventory across several leading ad networks. The publisher setup PubMatic ad tags on its web site in a matter of minutes, and quickly saw a 106% increase in revenue from $0.15 eCPM to $0.31 eCPM.
Business: The publisher is a general themes and skins web site, allowing visitors to quickly and easily customize the look and feel of their Microsoft Windows environment. The publisher provides downloads, content, and community forums that help visitors customize every part of their Windows computing environment.
"PubMatic continually updated the prices (eCPMs) that ad networks were willing to pay without any intervention from us, and our eCPMs increased from $0.15 to $0.31."
Challenge: The publisher receives over 85,000 unique visitors per day and sells over 4 million ad impressions per day. The publisher sells a portion of its ad inventory directly. It sells the remainder of its ad inventory via ad networks. The publisher uses DoubleClick's DART ad server to manage its ad inventory.
The publisher was looking to sell its ad inventory for as high a price as possible, without its own employees having to spend inordinate amounts of time keeping track of the constantly changing prices that ad networks are offering. With the recent explosion in the number of major ad networks in operation, the publisher wasn't confident that it was effectively monetizing its ad inventory.PubMatic Solution and Results: A key capability that PubMatic provides is the ability to optimize a publisher's ad inventory across leading ad networks by sending each impression to the ad network that can best monetize it. PubMatic's optimization service works with the largest ad networks in operation today. Equally important, PubMatic updates ad network prices automatically throughout the day, so that the publisher doesn't have to.
The publisher created a set of PubMatic ad tags for its web site. For each ad tag, the publisher specified the participating ad networks, the ad tag size, and other key attributes. The publisher then uploaded these ad tags into its DART ad server and these ad tags were called when direct sale advertisers were not available. The entire process took less than 15 minutes and did not require technically trained personnel. "We were pleasantly surprised with how easy the setup process was," stated the publisher's Director of Business Development. "It only took a few minutes to harness an extremely powerful auction solution."
The publisher realized increased revenue instantly. "Once we implemented PubMatic, we saw how PubMatic shifted our ad inventory throughout the day among multiple ad networks and led to a 106% increase in revenue," stated the Director of Business Development. "PubMatic continually updated the prices (eCPMs) that ad networks were willing to pay without any intervention from us, and our eCPMs more than doubled from $0.15 to $0.31."
As a result, the publisher has been able to free up its own personnel to focus on higher value-add activities such as developing new and innovative skin solutions for its community and adding new features to its web site. At the same time, the publisher is confident that it's no longer leaving money on the table when it comes to selling its ad inventory.About PubMatic: PubMatic is the world's first service that automates and optimizes ad serving decisions for publishers. Over 1500 publishers use PubMatic to significantly increase their ad sales revenue by optimizing their ad inventory across the world's largest online ad networks and using sophisticated algorithms to optimize the layout of text ads.
