Situation
UtahRealEstate.com came to Adapex wanting to improve its monetization and increase revenue. They were running on AdX with some house ads and backfill but had not implemented a header bidding solution, and they were not making the most of their mobile monetization.
Solution
The first step was to implement Merlin™ by Adapex: our header bidder solution with the custom wrapper. Several custom features were implemented to improve site performance and revenues, such as:
Lazy loading to improve viewability (+18%), resulting in improved site performance and CPMs (+109%)
Auto device detection and mapping to maximize mobile monetization (+70% in mobile revenues)
Smart Refresh to increase impressions (+35%) and revenues per session (+65%). We then replicated their page layout with adjustments to ad sizes.
An important part of the Adapex relationship is our hands-on account management. The Adapex account team worked closely with the UtahRealEstate.com team to continually test, analyze and optimize. As the account manager recounts: “We started by keeping the same ad layout, adding only some new ad sizes. We worked with the same ad units on all devices and implemented a device mapping solution to serve the ads based on screen size – a solution preferred by some publishers, but not allowing for maximum optimization. Eventually, the client decided to go ahead with separate ad units for desktop and mobile and our team worked closely with the publisher to map the new layout to his satisfaction.”
Adapex provided the client with performance data reports on various KPIs. This information gave the client and the team the important data needed to drive the changes to improve monetization.
Results + Benefits
UtahRealEstate.com was pleased with the new setup and the ongoing suggestions and optimizations from the Adapex team. The biggest boost to the client’s revenue came from implementing our custom header bidder, Merlin™. Apart from permitting the publisher to access new demand sources, Merlin™ allows for toggling various settings like refresh, lazy-loading, adhesion, etc. on our side, without involving the technical resources of the publishers. In just a few months, the site was seeing CPMs up +109%, and improvements in RPS and RPM of +72%.
About UtahRealEstate.com
Founded in 1994, UtahRealEstate.com is the leading provider of real estate technology in Utah and one of the largest Multiple Listing Services in the United States. The company provides one of the top-ranked real estate websites in the state and serves over 18,000 real estate professionals (approximately 94% of all REALTORS® in the state of Utah) and over 7 million consumers each year.
Website:
IAB Category:
IAB-21 Real Estate Business & Consumer Services
Monthly Visits:
1,400,000
Category Rank:
331
The Figures
