Situation
PhantasyTour.com came to Adapex looking to improve overall monetization and command higher CPMs for its inventory. They were running on AdX and a header bidding network with another adops provider.
Solution
Our first step was to identify and fix an issue with Google Double Click (DCM). The platform had mysteriously stopped bidding. The Adapex team enabled Safe Frames and implemented ads.txt Guru to make sure that the site’s ads.txt was always up to date. Once we got the DCM issue worked out, we also added several new networks to the header bidder stack via hybrid header bidding to increase demand for PhantasyTour.com inventory, without impacting pageload speed. We continue to use the ads.txt guru on the site for ongoing updates, and we are working on improving yield with a close eye on Google Core Web Vitals, thanks to Magma™, our onpage console.
In addition, we implemented our wrapper technology, Merlin™ in order to implement Lazy Loading, Smart Refresh, and Device Detection for mobile-responsive pages. This sophisticated technology is easily implemented and allows for ongoing optimizations to continually improve performance.
Results
PhantasyTour.com was please to see that:
CPMs almost quadrupled (from $.27 to $1.00)
In short, while COVID heavily impacted visits and pageviews on sites like PhantasyTour, with Adapex, PhantasyTour nonetheless experienced year-on-year revenue growth of 217%.
RPM and RPS KPIs saw uplifts of 227% and 203% respectively. This resulted in a revenue increase of 217% year over year. Both AdX and the Header Bidding networks delivered higher CPM performance. As we continue to work closely with the PhantasyTour team,the first quarter of 2022 looks very positive when compared with Q1 2021; revenue grew 34% and CPMs are 19% higher.
Website:
IAB Category:
Arts and Entertainment
Monthly Visits:
738,000
Category Rank:
#755
The Figures
