Historia.ro sees 25% eCPM uplift after upgrading to Project Agora Header Bidding
Type of client: Publisher
Solution: Project Agora Header Bidding
Objective: eCPM increase, Revenue Maximization
The online extension of popular magazine Historia, Historia.ro, is a quality proprietary content website under the diverse portfolio of local respected publisher, Adevarul Holding. More than 1 million unique users trust Historia.ro on a monthly basis to read interesting and unique educational content. Eager to try new solutions, Historia.ro team’s intent was to increase eCPM and overall revenue, without disrupting the user experience and with no impact on the publisher’s direct campaigns and special formats already running on the site.
Being a niche content website Historia.ro had challenges in the past to monetize at its full potential. Having worked successfully with Project Agora for six months using other solutions, they were happy to try our cutting-edge header bidding technology. The positive results were evident almost instantly.
Project Agora Header Bidding, is not yet another header bidding solution but a meta-header bidding product which integrates all the available demand sources coming via multiple header bidding implementations (i.e. Client Side HB, Server Side HB, Amazon’s TAM, Google’s Exchange Bidding) and has them compete in real time with direct campaigns. Designed to maximize Yield, it enables publishers to increase the competition and eCPM, while saving them valuable internal ad-operations and development resources. It is a solution that keeps evolving with every new wave of innovation, to help publishers get the maximum value out of every available meaningful ad tech option.
Historia.ro was one of the ﬁrst Project Agora publisher partners in Romania to adopt the solution back when it was newly launched. The results for the publisher were outstanding immediately after the adoption and continued to be. The eCPM and revenue uplift was signiﬁcant, even during the crisis period of the COVID-19 lockdown.
Results were outstanding with eCPM uplift exceeding 24% and insignificant Inventory Leakages (<0.8%).
The Fill Rate, also, was greatly increased from 84.2% to 99.7% (an uplift that exceeded 18%).