Key takeaways
- Strategic video optimisation can deliver revenue growth even when overall traffic declines
- Achieving yield is possible by maximising monetisation efficiency per viewing session
- A collaborative, tech-driven approach is key to unlocking sustainable performance improvements
- Enhancing placements and content matching can successfully increase RPM without hurting user experience
This case study was originally published by Primis. Read the full version at primis.tech.
As audience behaviour and programmatic demand patterns evolve, publishers face the challenge of unlocking additional value from existing traffic. Without precise alignment between content and demand, premium video opportunities can go under-monetised.
To address this, Publift partnered with Primis to roll out a structured video optimisation plan across selected domains in our network. Primis’s video technology and content-matching tools were integrated to enhance placements, align contextual content, and diversify the demand ecosystem.
The integration runs through a collaborative framework—coordinating on-site implementation smoothly without disrupting the existing publisher user experience.
Results from the September 2024–September 2025 rollout:
- 26.37% lift in RPM
- 22.58% decrease in impressions (due to search algorithm shifts)
- 12.21% revenue uplift overall from fewer opportunities
- Increased ad completion rates and positive viewing experiences
Optimisation is ongoing; updated results to follow.
With 900+ publishers on Publift Fuse, talk to us to learn how we can help elevate the performance and yield of your video inventory.