Publishing Company Yield Management Drives 33% Higher CPMs
- Ashley Dalsing
Industry
Business & Industrial
Product
Publishing Company
Advertising solution
Display & Paid Search
Campaign Length
One Year
Objective
Their goal was to grow their CPM and gather insights from their Programmatic stack.
Challenge
Despite high knowledge of digital strategies, they were struggling to grow their CPM despite adding in multiple new advertisers to compete for this inventory.
Solution
We identified and corrected redundancies inside the setup to give the advertisers ease in purchasing the desired traffic. The publisher’s Programmatic stack was over-saturated with over 600 resellers of their inventory.
Results
The number of Programmatic ads on their site decreased, driving the CPM up, and giving the direct sales team confidence that their sales campaigns were delivering in full each month.
Key Findings
Due to industry-leading training from the AdCellerant Academy, the direct sales team started closing more deals, causing the number of Programmatic ads available for purchase to go down.
