RhythmOne (1R) is a multi-platform Ad Exchange that helps mobile app developers and web publishers maximize revenue. The company has hundreds of demand partners within its network, and provides publishers with a variety of solutions to access that demand — whether through client-side (header bidder and proprietary tags) or server-side (Google’s Exchange Bidding) solutions.
RhythmOne wanted to ensure that Exchange Bidding publishers realized the maximum amount of demand and the highest bid CPMs possible for their inventory from the RhythmOne demand ecosystem.
Focusing on better matches
As part of its goal to deliver maximum demand and bid price to Exchange Bidding partners, RhythmOne focused on optimizing user-matching. By focusing on this goal, the company hoped to show its demand network the highest quality inventory from publishers — increasing the number of bids, driving higher cost per thousand impressions (CPMs), and delivering greater publisher revenue potential.
Working with Google’s benchmarks, RhythmOne took a two-pronged approach to optimize user-matching. First, the company developed a proprietary process to better understand downstream user-sync processes. This process increased response rates and reduced latency. Second, the company leveraged RhythmGuard™ to intelligently respond to Google Exchange Bidding. This process made sure that RhythmOne partners found greater value from publisher partners’ inventory – leading to higher bid rates, CPMs, and revenue. In fact, publishers using Google’s Exchange Bidding are seeing up to a 40% increase in programmatic revenue.
“We were up to the challenge of finding the most efficient solution to maximize user-matching,” says David Moser, SVP of engineering at RhythmOne. “The entire engineering team recognized the tremendous monetization opportunity Google's Exchange Bidding offers supply partners, and they approached the task with the goal of ensuring RhythmOne maximized the demand opportunities we could make available through it.”
An ongoing approach
RhythmOne continues to invest and refine its user matching processes and procedures, and the ongoing effort is a reflection of the company’s mission to provide publishers with maximum monetization opportunities. “As we’ve worked with the Google team to implement Exchange Bidding it has been fundamentally important to us to ensure that we delivered maximum demand and bids to publishers,” says Karim Rayes, VP of publisher development at RhythmOne. “We’ve found that through our user-matching optimization we’ve been able to achieve user-match rates in excess of 80%. That is a figure that leads the pack and ensures we are delivering quality demand, high CPMs, and revenue to Google's Exchange Bidding publishers.”