CASE STUDY

Outplay embraces continuous optimization to yield a 31% incremental revenue increase

Fyber’s rapid deployment Multi-Testing feature and Ad Network Latency Reports reveal opportunities for optimization, resulting in 31% growth

2010

Founded

100M+

Downloads

120+

UK Employees

Challenge

While the team at Outplay had already embraced SDK bidding demand sources in their mediation stack, they wanted to find ways to increase the eCPMs produced by waterfall networks not yet capable of bidding for each impression in real-time. Outplay noticed that the fill rates for some instances were lower than ideal but weren’t sure if lowering price floors would reduce overall revenues or yield higher ARPDAUs. They were looking for a way to effectively test different hypotheses without committing 50% of their traffic to a variant where revenue impact was unknown and reinforce confidence in any changes made to their mediation stack to more traffic. 

Solution

Outplay’s partnership with Fyber spans eight years during which they have always valued the trustworthiness earned through dedicated account management and solid engineering support. While upgrading from Fyber’s legacy mediation product to Fyber FairBid was a no brainer, Outplay was intrigued by the Multi-Testing capabilities that FairBid offered, making ad monetization testing and optimization straightforward and flexible. Outplay ran seven different tests across multiple placements to increase revenue by +31% in just four months, creating greater efficiencies across their auctions per impression.

 

In working with Fyber’s team, Outplay identified instances where waterfall networks with higher CPM floors were timing out when given the chance to respond to an opportunity, impacting the time it took for the full auction to find a suitable fill from demand sources within their ad stack. Fyber’s Ad Network Latency Reporting helped Outplay’s teams to benchmark and improve average latency time. Optimizing floor prices for higher tiered instances created efficiencies including a reduction in average latency by 9% and moving more quickly through waterfall network instances to increase competition for every ad opportunity. 

The Fyber Multi-Testing tool is very convenient, as it allows us to independently test and verify results of ad stack changes on the fly. The additional optimization opportunities we discover with the data available feed into our drive to always test and find new ways to grow. Fyber has remained a constant, independent, and trustworthy mediation partner.

Sinan Caglayan

Ad Monetization Manager, Outplay Entertainment Ltd

Results

  • 31% lift in revenue 
  • 11%  increase in ARPDAU 
  • 6% more impressions delivered
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