Business Case #3

Timeouts optimization

Optimizing timeouts for more ad revenues without hurting user experience is a brain-teaser for every publisher. Through this case, we will demonstrate how Pubstack helped a publisher achieve a 100K€ yearly uplift without impacting the user experience.

100.000€
Yearly additional revenue
10%
Timeouts

Problem

The publisher has an average timeout of 12% on different bidders. Its global prebid timeout parameter is 2000ms.
The publisher doesn’t want to increase the timeout parameter too much as he is afraid this would decrease the viewability of his inventory, and he also wants to avoid increasing his page loading time.

He decides to use Pubstack to optimize his timeouts without affecting his viewability nor the user experience.

With an average timeout rate of 12%, this publisher loses between 10% and 15% of its annual programmatic revenue which represents around 200k€ and 300k€.

The first step in this optimization process is to identify the source of these timeouts.

How do we spot it ?

With granular data, the publisher is able to identify very precisely the source of these timeouts. 

 

Share of voice  Avg. timeout rate per bidder
Mobile traffic  70% 18%
Desktop traffic  30% 8%
Total 100% 15%

Solution

We can clearly see that a large part of the said timeouts can be attributed to mobile traffic. 

By increasing the timeout parameter in Prebid by 700ms, only on mobile, the timeout rate decreases to 10% on average.

Uplift – Let’s do the math!

 

Share of voice  Avg. timeout rate per bidder
Mobile traffic  70% 10%
Desktop traffic  30% 8%
Total  100% 9.4% (15% previously)

 

After applying the changes mentioned earlier, the uplift is confirmed, and the impact on visibility is negligible or even non-existent. This represents an uplift of about 100k€ per year. 

 

The problem can be completely erased with further improvements like page loading optimization, timeout per geo, etc. These optimizations can easily be set-up with Pubstack.

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

100.000€
Yearly additional revenue
10%
Timeouts

Getting started is easy

You’re moments away from taking your advertising revenues to the next level!