As he had not implemented any Ad Refresh solution on his inventory yet, our customer felt like he was leaving money on the table, which was indeed the case. He had been reluctant to implement this kind of solution as he was worried it could harm the overall quality of his inventory.
We selected one of his websites to run an AB test to see how our Ad Refresh would affect the overall performance. To ensure that this new setup would benefit him, we started by running them only on 10% of the website’s impressions. Later, once we knew all their effects, we started to run them on 90% of the websites’ traffic.
While we were running on 10% of the inventory, the prebid revenue generated by the traffic that had our solution implemented was 81% higher. We had also reached a 105% uplift in terms of the impressions with our solution implemented. Once deployed on 90% of the website’s inventory, our Ad Refresh solution was still generating a massive uplift: +74% of prebid revenue.
Over the course of 4 months, the publisher was generating 120.000€ of programmatic revenue first impression, and Pubstack was generating 55.000€ of Ad refresh programmatic revenue. In this case, the publisher profited from a staggering 50% uplift of his total programmatic revenue, translating into a 165,000€ annual incremental revenue uplift.