With over 6 million monthly unique visitors, this network is a leader in the digital sports media space. They operate multiple platforms that connect athletic communities for over 25 different sports.

Their platforms generate 150-200+ million monthly advertising opportunities, playing a key role in engaging sports enthusiasts and advertisers alike.

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AdTech Stack:

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Opportunity

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The team was looking for a solution to drive consistent CPM growth year over year—without compromising their fill rates.

Despite its high volume of ad opportunities, they noticed a revenue gap. Without the ability to adjust floor prices dynamically, they risked leaving money on the table.

Based on the average uplift Mile’s AI Dynamic flooring has delivered in the past, this opportunity cost was significant.

Illustrative Opportunity Cost:

RPM uplift ($0.07) × ad opportunities (200 million) = $140,000+*

*All figures are illustrative and do not reflect actual publisher data.

To maximize their ad revenue, the publisher sought a dynamic solution that could adapt in real-time to secure the highest possible bids in each auction.

Solution

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To address these challenges, the publisher integrated Mile’s AI Dynamic Flooring with its ad stack in a structured, three-phase rollout:

Phase 1: Data Analysis

Mile’s ML model trained on real-time and historical auction data from multiple sites over a two-week period. This phase was crucial in training the model to understand the competitive bid ranges, and inventory value trends.

Phase 2: Initial Rollout on Chrome

After analyzing the data, Mile’s AI Dynamic Flooring continuously adjusted the floor price taking into account the value of the inventory.

Phase 3: Full Implementation across Browsers

Following a successful Chrome rollout, Mile expanded dynamic floor pricing to all browsers, including Safari. Mile’s AI Dynamic Flooring adjusted floor prices continuously in real-time to match demand, maximizing the publishers’ revenue potential.

Impact

The team first implemented Mile’s AI Dynamic Flooring on Chrome filtering out bids that did not match the market value of their inventory.  This allowed them to achieve a 32% uplift in RPM and 22% in CPM.

These strong results encouraged the publisher to extend the solution across all browsers.

Total Impact on RPM and CPM:

Following a complete rollout, the publisher saw a higher Prebid win rate and an overall uplift in revenue. The AI model helped ensure that every impression was sold at the optimal price, maximizing revenue.

Mile’s AI dynamic flooring delivered an overall RPM lift of 15.53% and a CPM increase of 5.51%.

Holistic impact reflected in Google Ad Exchange:

As Prebid floors drove up bid values, Google Ad Exchange algorithmically adjusted its bids to maintain competitiveness in real-time auctions. This led to an uplift in revenue from Google Ad Exchange, improving the publisher's ad revenue all round.

Total Ad Revenue Growth

Mile’s dynamic flooring improved yield across both Prebid and Google Ad Exchange and is estimated to generate an uplift of $200K+ per annum across all their properties.

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Protect Your Inventory and Maximize Revenue

By integrating Mile’s AI Dynamic Flooring solution, the publisher effectively protected the value of its inventory while improving their yield. The solution delivered continuous, real-time price optimizations that helped them capture higher bids.