As the saying goes, never put all your eggs in one basket. This is as applicable to programmatic monetisation for app developers as it is for any other aspect of life.
Being overly reliant on just one ad tech stack for monetisation can be risky, especially when that ad tech stack isn’t known for offering full transparency. For app developers, maintaining a healthy and diverse advertising revenue stream is essential for long term success.
That’s why when advertising technology solutions provider Publift was looking for ways to improve the programmatic monetisation for one of its app partners – they were keen to explore Prebid-based header bidding.
As early adopters of prebid-based header bidding, Publift is well-versed in the host benefits enjoyed by publishers that utilise this technology.
Publift has its own Prebid-based wrapper for web, but for the app in question – one of Australia’s most popular weather apps – it needed a mobile-specific solution.
It didn’t have to look far. PubMatic’s lightweight mobile SDK – OpenWrap SDK is based on Prebid and seamlessly enables multiple demand sources through server-side header technology.
The combination of a lightweight SDK and cloud-based demand partner management allowed Publift to quickly and easily add incremental demand sources for the app developer. And, in just one month, they were seeing dramatic improvements in programmatic monetisation – a 33 per cent lift in overall programmatic revenue.
PubMatic’s OpenWrap SDK significantly outperformed the existing demand integrations for the app – delivering higher average eCPMs than the other SSP integration, the proprietary integration and the mediation layer.
This goes to show that, just like sensible carriers of proverbial eggs, app developers shouldn’t bet the house on just one demand partner tech stack. Publift didn’t and their app developer reaped the benefits.
To find out more, check out the case study here.
Featured image source: iStock/AndreyPopov
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]