During the consultation phase, the Publisher showed itself to have interesting advertising space and high-quality traffic (81% of traffic from Direct source, 16% from Search source according to Similarweb data).

However, the advertising setup itself was fairly simplistic – pure Ad Exchange, with no additional advertising products and a Bidding Header.

The Publisher was aware of the fact that the website was not being used to its full monetization potential. At the same time, the Publisher did not want to overload the website with ads, placing User Experience high on their list of priorities.

Historically, the website has tested several different solutions for website monetization (all these were 3rd party solutions), but due to the lack of transparent reporting and the sense that the tests were taking place in a “black box”, the Publisher decided not continue with them.

Based on our analysis, we assessed that Price Genius would address the Publisher’s current needs. We proposed a solution that would allow for the managing of UPRs on ad-unit levels so as to be able to achieve optimal revenue.

Price Genius was created by Yieldbird in order to enable Publishers to efficiently manage their pricing policy through the automated matching of pricing rules.

We did not add new ad slots (although the Publisher could have consulted our ad layout experts at any time), we only optimized the existing slots using advanced analytics and Machine Learning. Constant recalculation and readjustment of optimal UPRs quickly worked on the Teleman inventory.

We saw an increase in RPM with a slight decrease in fill rate – as we expected. Before the test, almost 100% of the inventory was sold; however, advertisements of lower quality were broadcast, negatively affecting the User Experience. The implementation of the collapse empty div option in conjunction with higher minimum rates allowed us to achieve optimal fill rate whilst increasing user satisfaction (less intrusive ads); and above all, giving advertisers’ algorithms time to learn that Teleman’s inventory is not a place for low-quality advertising anymore (we achieved an increase in fill rate with premium demand at a later stage of cooperation, adding new sources of qualitative demand in the Header Bidding).

By the time we had discovered Yieldbird’s Price Genius solution, we had already tested a number of external solutions. Our goal was very clear – we expected an increase in Programmatic revenues because we felt that, based on the basic advertising setup, we were not achieving optimality with the website.

Price Genius was distinguished by the fact that the automatically set price rates quickly “learned” the specifics of our inventory; and in the first weeks of operation we noted a financial uplift.

But additionally, we now had what we had not found with other solutions on the market: we had a reporting system, and specifically aggregated and presented key metrics so that we could compare like with like.

Witold Czarnecki,
Founder & Managing Director of Traffiqua

The Publisher expressed an interest in Yieldbird’s product – PriceGenius – i.e. the optimization of minimum rates. This was important for the Publisher, as their setup at the time was quite simplistic, namely they only had Google’s Adx, so there were no other “tools” with which they could potentially improve the performance of the website.

From day one following the implementation of the Price Genius minimum rates, there was a visible increase in the effectiveness of space monetization (higher revenues) and a decrease in advertising filling (UX improvement). Due to the seasonal nature of the Publisher’s performance in the weekly trend, Price Genius mechanisms demonstrated a high efficiency, giving a high uplift in relation to the non-optimized surface.

Adam Zaręba,
Customer Performance Expert at Yieldbird