Without an efficient solution for managing their non-premium inventory, LookSmart was leaving money on the table. About 20% of their inventory remained unsold after being passed through a daisy chain of three ad networks. By sending unsold impressions to the Right Media Exchange and forcing their chain of networks to compete for every impression in an open marketplace, LookSmart started selling all of their inventory for maximum revenue.
Auctioning each impression in an open marketplace, LookSmart:
For more information on using the Right Media Exchange to drive more revenue contact us.
Situation
LookSmart used its ad server to allocate non-premium impressions in bulk to a chain of three networks.
After the three networks monetized what they could, 20% of Look-Smart’s inventory remained unsold. Much of what they did monetize was undersold because the highest-paying buyer for a given impression couldn’t always access it.
Approach
LookSmart redirected all of their unsold inventory to the Right Media Exchange and trafficked their chain of networks directly into Yield Manager. This allowed all buyers – hundreds of advertisers and networks in the exchange as well as their own network chain – to compete for every impression on a level playing field. They applied proper targeting and frequency caps to the network chain to eliminate the need for defaults.Result
Auctioning each impression in an open marketplace, LookSmart:- found a buyer for every impression, eliminating unsold inventory
- drove up the value of each impression and increased overall eCPM
- started serving the highest-paying deal to each impression, maximizing revenue
- increased the network chain’s eCPM by nearly 400 percent in weeks, with targeting and capping
About LookSmart
LookSmart provides relevant content, advertising and technology solutions for consumers, advertisers and publishers. LookSmart's 180+ vertical search sites are where consumers look for what they need, offering essential search results and web tools to find, save and share information.For more information on using the Right Media Exchange to drive more revenue contact us.