Limelight Inc., a global programmatic white-label platform, shared a new case study showcasing results from a leading APAC ad exchange deploying their latest feature - Adaptive Rules Centre (ARC). ARC is a rule-based toolkit that lets partners automate performance optimisations across their RTB stack. 

The ad exchange was able to significantly improve monetisation performance whilst no longer relying on resource-intensive manual reporting and adjustments. Instead, they deployed account-wide rules that aligned with their KPIs and overall strategy. 

Managing a wide range of demand and supply sources, the ad exchange needed a simple yet scalable way to boost its monetisation without adding to the operational overhead. Their current process of manually pulling reports was not only time-consuming but also limited the ad exchange to only making reactive optimisations to performance signals. 

Using ARC, the exchange deployed two account-wide automation rules - the first boosted QPS for app bundles with a fill rate above a predetermined threshold, and the second reduced QPS when performance was below it. This created an optimisation framework that dynamically adjusted traffic based on real-time performance data. 

As a result, the exchange saw a 289% revenue increase and a 10x improvement in fill rate. With automation doing the core work, the partner unlocked faster, data-driven decision-making and saw an increase in overall performance. ARC also helped reduce operational bottlenecks, providing the opportunity for the team to focus on strategy, delivering more value at scale. 

With custom optimisations logic inline with their goals, the team not only increased performance. By shifting optimisations from reactive manual work to structured automation, the team reduced operational friction and enabled faster, data-driven decisions at scale, helping the ad exchange increase performance whilst improving trading efficiency. 

The full case study is available for download here. 

Press Contacts: Limelight Inc. marketing@limelight.inc

Limelight Inc.

Limelight Inc is a programmatic technology partner that helps ad networks and publishers maximise revenue while maintaining control, transparency, and flexibility across the openRTB ecosystem. Our advanced technology, deep programmatic experti...

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