Independent News & Media (INM) is the largest media company in Ireland. Their titles dominate the Irish newspaper market and online media space, reaching over 10 million unique users globally.

Monetization of the programmatic inventory from the core markets on an outstanding level of efficiency requires a lot of time and resources. Because of this, the publisher was not able to allocate an equally granular level of attention to their international traffic, which is quite different in terms of performance, buy-side priorities and optimal setup characteristics.

The need was to provide better performance of Polish and UK traffic which was the first part of our cooperation with the Publisher, we applied a modified optimization strategy regarding specific buyer networks, and provided an extended share of the revenue through extra demand. This improved auction pressure and performance substantially. We have also taken care of the full transition of the Publisher Ad Manager account to the First-Price auction model and Unified Pricing Rules ecosystem.