Things can easily go wrong during an update, but continuously monitoring your ad stack can avoid you considerable revenue losses caused by an integration issue. Check this case to see how.
In a Prebid HB setup, IX, one of our publisher’s bidders had a very low bid rate on the infinite scroll format.
When checking IX’s reporting, our customer notices that its revenues are very low in comparison with the other bidders in his ad stack.
He concludes that IX is not the best match for his inventory and that he should consider disconnecting it.
When checking IX’s bid rate, we found out that it had a very good bid rate (≅50%), except for the infinite scroll MPU which had a very low bid rate in comparison (≅3%).
Which is a very odd behaviour, given the fact that IX has considerable demand for a part of the inventory and almost none for another part. We have two very different behaviours for the same audience, same website, same inventory but not the same ad slots.
Now that we have isolated the root cause of the problem with Pubstack, we know that this comes from an integration-related issue and is not due to IX’s performance.
After investigating with the publisher, it turned out that there was a problem with the prebid version that needed to be updated.
After the fix, IX went from an average of 200€/day to 1500€/day.
And thanks to Pubstack, we know that IX has an incremental value of 40%.
⇒Daily incremental revenue: 1200×0.4= 480€
⇒Yearly incremental revenue: 480×365 ⇒ 175.000€
Thanks to Pubstack, this publisher gained an additional 175K€ of revenues among several other optimizations that wouldn’t have been possible without Pubstack’s granular analytics.
And this just one optimization out of several others Pubstack allows you to achieve.
If you’ve decided to use Prebid as your solution for Header Bidding, you should make sure to also read our guide on this topic : Business Case : Prebid integration issue.
Finally, after having seen one of the optimisations that are possible through Pubstack’s solution, find out more on our platform’s capacities by reading our Synonymer use case explaining the variety of actions that the publisher was able to take across his sites.
