Publisher Background

FloSports is a leader in digital sports media, reaching more than 1 million active subscribers and delivering over 50,000 live events across platforms that connect communities in 25+ sports. Generating 400+ million advertising opportunities during peak seasons, FloSports connects brands with die-hard sports enthusiasts across all levels of sport.

Their traffic follows predictable seasonal peaks that correspond with popular sports events, requiring adaptive monetization strategies to capitalize on fluctuating demand while prioritizing user experience.

Opportunity

‍Responding to changing audience engagement and ad demand patterns, FloSports saw room to capture more value from its inventory. They identified two areas of improvement:

• Without any AI floor pricing in place, FloSports couldn’t adjust to real-time bidder behavior or seasonal demand spikes.
• Highly engaged audiences created opportunities to serve additional, premium impressions, but they needed a way to do this without disrupting the user experience or diluting inventory quality.

They aimed to:

• Optimize floor prices dynamically to capture optimal bids during seasonal shifts in traffic while maintaining fill rates.
• Increase impression volume in a user-friendly way to maximize revenue from engaged audiences.

Solution

‍By leveraging Mile’s AI platform, FloSports optimized its ad stack using a suite of tools designed to boost yield and stabilize revenue, supporting its performance and user experience goals.

Safeguarding Inventory Value

FloSports aimed to maximize the value of every ad impression. To achieve this, they integrated Mile’s AI Dynamic Flooring with its ad stack in a structured, two-phase rollout:


‍Phase 1: Data Analysis

‍Mile’s ML model trained on site-specific, real-time, and historical auction data over a two-week period. This phase was crucial in understanding competitive bid ranges, inventory value trends, and user behavior patterns unique to the FloSports ecosystem.

‍Phase 2: Implementation of AI Dynamic Flooring

‍Leveraging insights from Phase 1, Mile’s AI Dynamic Flooring began predicting ideal floor prices and continuously tracked their impact. These floors were dynamically adjusted in real-time based on bidder response and incoming traffic, helping them capture the highest possible bids while maintaining strong fill rates across Prebid and AdX.

Results

‍Mile’s AI Dynamic Flooring consistently delivered stronger returns across 400 million+ ad opportunities, ensuring sustainable performance across the publisher’s monetization stack.

• Higher Yield

  ‍Following rollout, FloSports saw a meaningful lift in Prebid win rates and overall auction competitiveness translating to a 15.53% increase in RPM and a 5.51% increase in CPM.

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• Optimized Pricing

  ‍The AI model dynamically calibrated floor prices in real time, helping ensure every impression was sold at its optimal value, maximizing revenue without disrupting fill or user experience.

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• Holistic Ecosystem Gains

  ‍As Prebid floor prices increased, Google Ad Exchange responded algorithmically, bidding more aggressively to stay competitive. This drove a measurable uplift in AdX revenue, amplifying gains across all demand channels.

Unlocking more impressions

To address FloSports’ need to increase impression volume without compromising user experience, Mile developed a custom implementation of its Smart Ad Refresh.



Built specifically for FloSports, this solution extended our dynamic flooring script, which was integrated with PubMatic OpenWrap (OW), to manage both initial and refreshed ad impressions.



This intelligent refresh mechanism leverages user activity tracking, such as Active Exposure Time (AXT) and engagement metrics, to trigger ad refreshes only when ads are ≥75% in-view for at least 15 seconds.

The refresh logic aligns with the Prebid configurations used for the initial impression, enabling header bidding for refreshed ad opportunities to maximize bid competition across demand partners.This ensured:

• Only high-quality, viewable impressions were served, attracting stronger bids from all demand partners.
• No disruption to user experience, since refreshes occurred during active engagement.
• Maximum yield from sticky and in-content units during long sessions, especially during peak sporting events.

In the last 30 days, Smart Ad Refresh generated millions of incremental ad requests per day.

Impact

‍By enabling AI Dynamic Flooring with smart Ad Refresh, FloSports was able to:

• Capture higher bids on every impression through real-time floor optimization.
• Increase total monetizable inventory without sacrificing user experience.
• Achieve compounding revenue gains across multiple demand sources.

‍Mile Advantage

‍‍Instant Revenue Insights

‍Monitor performance in real time across 30 plus metrics and 20 plus dimensions. Track everything from session RPM to alternative ID effectiveness.

‍Risk Free A/B Testing

‍Run experiments on ad layouts, refresh rates, and bidder partners without disrupting your current setup. Make confident decisions backed by data.

‍Dedicated Expert Support

‍Get real time Slack support, regular performance check ins, and fast custom optimizations from a team that goes the extra mile.