LADbible Group Upgrades to ArcSpan AMS in 28 Days, Increasing Average Audience Cohort Size by 30%
by on 26th Aug 2026 in News
ArcSpan, the leading AI-powered data monetisation and audience intelligence platform for premium publishers, announced that LADbible Group has completed its migration to the Audience Monetisation System (AMS) platform in 28 days, growing average audience cohort size by 30% and, in head-to-head campaign testing, more than doubling the impressions delivered by its previous data management platform.
LADbible Group reaches 69 million users and 155 million sessions each month across LADbible, SPORTbible, GAMINGbible, and Tyla. Its legacy DMP had accumulated more than 1,000 segments over several years, with audience management resting on a single person. Re-platforming meant rebuilding that segment library and reconfiguring every activation path while maintaining uninterrupted campaign coverage and revenue continuity, which is why many publishers in that position postpone the decision indefinitely.
Proving the case on live campaigns
Rather than ask LADbible to take the migration on trust, ArcSpan ran both platforms side by side on the same live BBC drama campaigns. ArcSpan delivered 3.8 million impressions against the incumbent’s 1.7 million, winning on scale in 37 of 39 line items and improving click-through rates across the partnership.
The platform results underpinning that performance were equally material. Average cohort size across LADbible’s library rose 30%, with some segments doubling, directly expanding the volume of monetisable inventory. Cohorts reached Google Ad Manager five times faster than under the previous platform, so campaigns ramped sooner and less of the addressable window was lost to latency.
Onboarding without the development cycle
ArcSpan deployed its ArcTag across all LADbible properties, enabling automatic data collection with no custom scripting required from LADbible. Four hundred existing cohorts were translated from the legacy platform’s native format in roughly two hours. ArcSpan’s built-in large language model ("LLM") classified keywords and IAB categories while preserving Boolean conditions and nested rules. Priority audiences were live from the moment the integration took place, and LADbible leveraged ArcSpan’s integrations with Google Ad Manager (GAM), Index Exchange, and Microsoft/Xandr to activate and monetise audiences. The entire transition was completed in 28 days with no revenue-disrupting incidents.
Nicholas Mahany, head of commercial operations, LADbible; "The migration itself was the easy part, which we weren't expecting. What actually made the decision for us was what came out the other side. ArcSpan's AMS platform widened our segments rather than just recreating them, so we came out of the move with around 30% more monetisable impressions on average. ArcSpan carried the brunt of the work throughout, and the whole thing was seamless."
James Dempsey, VP international, ArcSpan; "LADbible Group has built one of the most impressive media networks in Europe, and the team running it is genuinely forward-thinking about what that audience is worth. Most publishers sit on a legacy DMP because changing it feels harder than living with it. LADbible chose to test the alternative properly, on live campaigns, and the segments came back 30% larger on average. That's a credit to how they approached it."
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