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With over 18 million monthly visitors, the publisher is a key player in the Canadian media landscape, shaping national discussions in business, politics, and culture.
On a regional level, this company dominates local media landscapes with well-known publications across major cities. As part of its ongoing digital strategy, it is transitioning many of its community papers to digital-only formats.
AdTech Stack:
The publisher was facing a key challenge: how to protect their inventory value. They needed a solution that could dynamically adjust floor prices in real-time, ensuring they didn’t leave revenue on the table.
Without the ability to set dynamic floors, the publisher risked underselling valuable ad space. 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 ($0.05) × ad opportunities (275 million) = $165,000+**
** figures are not indicative of publisher data
To address this, they sought a comprehensive flooring solution that could react to fluctuating demand and secure the highest bids in each auction.
To combat these challenges, The publisher integrated Mile’s AI Dynamic Flooring into their AdTech stack. The rollout was done in two phases:
Phase 1: Data Analysis
During the first two weeks, Mile’s machine learning algorithms analyzed real-time and historical auction data from the site. This deep analysis allowed Mile’s AI to understand bidding patterns, adjust floor prices dynamically, and make strategic decisions based on historical performance.
Phase 2: Implementation of AI Dynamic Flooring
After collecting and analyzing the data, Mile's AI Dynamic Flooring continuously optimized the floor prices. By adjusting floor prices in real-time, the publisher was able to capture the highest bids from advertisers.
Mile’s AI Dynamic Flooring brought measurable improvements across key metrics for both Prebid and Google Ad Exchange
*skipped refers to control group
After implementing dynamic flooring, the publisher saw increased engagement from advertisers using Prebid, with a higher win rate and uplift in revenue. The AI model helped ensure that every impression was sold at the optimal price, maximizing revenue.
*skipped refers to control group
Mile’s AI dynamic flooring didn’t just boost Prebid performance; it also had a significant impact on revenue earned from Google Ad Exchange. As Prebid floor prices increased, Google had to raise its bids to remain competitive. This led to a notable uplift in RPMs and CPMs from Google Ad Exchange, further enhancing the publisher's overall ad revenue.
The Publishers success wasn’t limited to a single platform. Mile’s AI Dynamic Flooring created a holistic uplift across both Prebid and Google Ad Exchange, resulting in a projected ad revenue increase of $165,000.
By leveraging Mile’s AI Dynamic Flooring, they were able to safeguard the value of their ad inventory and significantly boost their ad revenue.
By integrating Mile’s AI Dynamic Flooring solution, the publisher effectively protected the value of its inventory while boosting overall revenue. The solution delivered continuous, real-time price optimizations that helped them capture higher bids.