Business Case #4

Prebid Integration Issue

The deep understanding of publishers' ad stacks made possible with Pubstack, allowed in this case, to identify that Prebid was not bidding on auto-refresh ads, thus impacting revenue directly.

2.5%
Uplift
45.000
Annual programmatic uplift

Problem

For one of our publishers, Prebid was not bidding on auto-refresh ads. This was directly impacting his revenue because the competition on refresh ad requests was only taking into consideration the bids from GAM.

How did we spot it?

Through Pubstack’s granular data, we were able to notice an abnormal fill rate.

In Pubstack, we consider that the number of auctions in Prebid equals the number of auctions in GAM. In this case, we were seeing a fill rate of more than 100%. We were then able to conclude that this fill rate was due to the fact that GAM was bidding on more auctions than Prebid. 

This led us to understand that Prebid was not bidding on auto-refresh ads, thus impacting the publisher’s revenue directly.

Solution

Pubstack’s support team helped fix the publisher’s code which allowed Prebid to bid on auto-refresh ads again and increase revenue.

Uplift – Let’s do the math!

Increasing competition on every refresh ad request had a direct impact on the Publisher’s revenue. We could attribute a 2.5% uplift in annual programmatic revenues to this optimization.

⇒Publisher’s annual programmatic revenues: 1.800.000€

⇒Annual programmatic uplift=  1.800.00€ x 2.5% = 45.000€

And this just one optimization out of several others Pubstack allows you to achieve.

2.5%
Uplift
45.000
Annual programmatic uplift

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