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. 

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. 

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