Get started
Get in touch
Valnet is a premier digital media company managing a diverse portfolio of over 20 high-traffic websites. With millions of global readers, Valnet delivers high-quality content across various web properties, including entertainment, technology, and lifestyle. Their commitment to quality and relevance has made them a go-to source for news and information for a vast audience.
Valnet faced significant challenges with their AMP page monetization strategy. The AMP framework's constraints, such as the inability to use third-party JavaScript and the need for extremely rapid SSP response times, resulted in under-monetized ad impressions.
These limitations prevented Valnet from implementing effective header bidding, which is crucial for maximizing CPMs by allowing multiple SSPs to bid on ad inventory in real time (within 1 second).
Consequently, Valnet's AMP pages were generating significantly lower ad revenue compared to their regular mobile pages. The restricted number of callouts per ad slot (limited to five) further reduced competition among SSPs, leading to suboptimal bidding and lower eCPMs.
To address these challenges, Valnet partnered with Mile to overcome the limitations of AMP pages. To bridge these gaps, Mile implemented a comprehensive Prebid Server solution as a plug-and-play tool specifically designed to overcome the limitations of AMP pages. Mile’s solution involved integrating a server-side, unified auction system using Prebid and Real-Time Config.
This setup allowed Valnet to maximize SSP participation by conducting the auction on the server side rather than relying on the client-side browser, which was subject to the limitations of AMP’s framework. Mile optimized the management of the five available callouts per ad slot, ensuring the inclusion of top-performing SSPs to enhance competition and bid rates.
Additionally, Mile developed a technique that drops a cookie, collects the user data, and then passes the user signals and information to the SSPs via the Prebid server auction. This combination of a robust Prebid infrastructure and the user sync significantly improved addressability by capturing and transmitting user data more effectively to SSPs. This addressed one of the major challenges of AMP pages, where limited user data availability often hindered effective bidding.
By optimizing the Prebid Server for minimal latency, Mile ensured that the auctions were conducted swiftly within the strict time constraints imposed by the AMP framework. This not only improved the efficiency of the auctions but also reduced the rate of bid rejections due to timeouts.
The implementation of Mile’s Prebid Server solution led to remarkable results for Valnet. Within the first month, Valnet experienced a 10.26% increase in ad revenue from their AMP pages. This uplift was achieved despite the stringent constraints of the AMP framework.
With just five allowed callouts available for Valnet, Mile’s server-side solution was able to invite bids from over 10-15 leading SSPs. The enhanced competition among SSPs, facilitated by the optimized callouts and improved addressability, resulted in higher eCPMs.
The increased bid rates, driven by the inclusion of more SSPs in the auction, further contributed to the revenue growth. Additionally, the improved ad viewability, a result of better data management and faster auction processes, played a crucial role in enhancing the overall monetization of Valnet’s AMP pages. This comprehensive approach not only boosted Valnet’s revenue but also ensured a sustainable and user-friendly ad experience.