Published February 2018
RhythmOne (1R) is a multi-platform Ad Exchange that helps mobile app developers and web publishers maximize revenue. The company has hundreds of demand partners within its network, and provides publishers with a variety of solutions to access that demand – whether through client-side (header bidder and proprietary tags) or server-side (Google’s Exchange Bidding) solutions.
RhythmOne wanted to ensure that Exchange Bidding publishers realized the maximum amount of demand and the highest bid CPMs possible for their inventory from the RhythmOne demand ecosystem.
Focusing on user matching
As part of its solution to deliver maximum demand and bid price to Exchange Bidding partners, RhythmOne focused on optimizing user-matching. By focusing on user-matching, 1R aimed to expose to its demand network the highest quality inventory from Exchange Bidding publishers– increasing the number of bids, driving higher CPMs, and delivering greater publisher revenue potential.
As we’ve worked with the Google team to implement Exchange Bidding it has been fundamentally important to us to ensure that we delivered maximum demand and bids to Exchange Bidding publishers. We’ve found that through our user-matching optimization we’ve been able to achieve user-match rates in excess of 80%.
Working with Google’s benchmarks, RhythmOne took a two-pronged approach to optimize user-matching. First, RhythmOne developed a proprietary process to intelligently chain downstream user-sync processes. This process increased response rates and reduced latency. Second, 1R leveraged RhythmGuard™, a proprietary traffic filtering technology, that allowed the company to intelligently respond to Google Exchange Bidding . This process ensured that RhythmOne demand partners found greater value from publisher partners’ inventory – leading to higher bid rates, CPMs and revenue. In fact, publishers using Google’s Exchange Bidding are seeing up to 40% programmatic revenue increases.
“We were up to the challenge of finding the most efficient solution to maximize user-matching,” says David Moser, SVP, Engineering, RhythmOne. “The entire engineering team recognized the tremendous monetization opportunity Google's Exchange Bidding offers supply partners, and they approached the task with the goal of ensuring RhythmOne maximized the demand opportunities we could make available through it.”
An ongoing approach
RhythmOne continues to invest and refine its user matching processes and procedures. This ongoing effort is a reflection of the company’s mission to provide publishers with maximum monetization opportunities. “As we’ve worked with the Google team to implement Exchange Bidding it has been fundamentally important to us to ensure that we delivered maximum demand and bids to Exchange Bidding publishers,” says Karim Rayes, VP, Publisher Development, RhythmOne. “We’ve found that through our user-matching optimization we’ve been able to achieve user-match rates in excess of 80%. That is a figure that leads the pack – and ensures we are delivering quality demand, high CPMs and revenue to Google's Exchange Bidding publishers”.