Limelight Inc.’s latest case study showcases how a CTV Publisher Network utilised Adaptive Rules Centre (ARC) to double revenue from existing demand sources while maintaining control of QPS limits, inline with their KPIs. 

ARC is Limelight’s rule-based, automation, and optimisation toolkit. Using ARC, partners are able to implement granular rules across their RTB stack, integrating performance logic seamlessly into the platform. As a result, partners can replace manual optimisation tasks with scalable and consistent automation. 

The case study addresses the CTV Publisher Network’s challenge of monetising multiple demand sources while capping QPS per partner and reliably meeting their KPI for bid request eCPM. Manual optimisations to maintain this threshold were both time-intensive and difficult to scale with speed. 

Using ARC, the Network implemented an "Add Value to Bundle List" rule. Applying this simple rule ensured that high-performing demand sources were correctly identified and their QPS was scaled accordingly. To determine the effectiveness of the rule, Limelight also ran an A/B test - testing the results of the rule against those from manual optimisations. 

Within 24 hour-test across the Network’s top demand partners, showed the ARC-driven strategy delivering a 100% revenue increase alongside a 70% improvement in efficiency. Results also included a significant increase in eCPM while keeping below threshold QPS limits alongside reduced labour and increased speed in optimisations. 

The case study demonstrates how ARC helps combine partner strategy and USPs with automation. It provides a path to build bespoke, rules-based algorithms tailored to each partner; effectively providing a path to build custom optimisation logic according to their own performance framework, all while maintaining control.

ARC is designed to enhance human trading intelligence rather than replace it, providing teams with more time to focus on strategy and less on manually pulling reports and making optimisations. 

The full study is available to 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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