ScienceDaily improves website monetization through Sortable
Previously, ScienceDaily worked with Google Ad Manager and various ad exchanges rather than a header bidding system. This became time-consuming for a team that lacked experience in ad tech. ScienceDaily wanted to find a solution that could address the following issues:
Demand partners – ScienceDaily wanted the flexibility to create direct and sponsorship deals with advertisers to diversify their revenue.
Ad quality – ScienceDaily wanted responsive and knowledgeable support from an ad tech provider to combat any issues that could impact their customers and optimize ad units for the best user experience.
Industry expertise – It was important for ScienceDaily to have a partner that could help navigate the ad tech industry and plan for any changes or trends.
ScienceDaily has taken this opportunity to focus on long-term wins like combating seasonality and improving user experience. ScienceDaily was looking to reduce the impact of seasonality which is known to affect advertiser spend and thus, CPMs. In January 2019, seasonality appeared to have little impact on ScienceDaily’s ad performance and instead, saw a significant increase of 19.8% eCPM from the previous year. Sortable and ScienceDaily collaborated in implementing different techniques like lazy loading, ad layouts, and a/b testing to minimize the effects of seasonality.
In the past year, ScienceDaily has chosen to really focus on providing strong user experience to its customers. Their team is dedicated to improving ad layouts (for example, the number of ads per page) and overall ad quality. With Sortable's solution, ScienceDaily has the opportunity to focus on key areas of interest, like ad tech trends, their users, and quality editorial content.
Industry: Research News
Headquarters: Rockville, M.D.
Ad monetization for web
Access to demand partners
Implementation: Sortable Ad Server