Publift partners with publishers worldwide to unlock their full monetisation potential with our programmatic advertising solution, data-driven optimisation strategies and dedicated service focus. The programmatic landscape is increasingly complex, creating an environment that can be difficult for publishers to navigate. Driving revenue growth while also meeting the needs of advertisers and buyers is challenging, particularly in the current economic climate.
Publift is laser focused on ensuring that publishers achieve the best possible outcome by strengthening their connection with advertising demand. Our robust experimentation framework allows our teams to continuously test and assess new demand strategies to scale across our network. The Trade Desk’s (TTD) OpenPath provided the opportunity to assess the impact of a more direct path to supply from The Trade Desk’s Demand Side Platform (DSP).
The Question
Does funnelling a DSP’s demand through its own supply platform lift publisher performance?
The Experiment
We ran a controlled test across two publisher groups to answer the question:
- Treatment group: Introduced OpenPath as part of a broader demand strategy
- Control group: Maintained the standard demand setup during the same period
Publift’s Data Science and Product teams implemented a controlled rollout of the experiment configuration.
The approach was underpinned by key principles:
- Selective integration: Allowing access to Publift’s supply via additional reputable bidders within Fuse, ensuring no negative impact to user experience
- Auction quality focus: Prioritising quality over volume, ensuring a net positive revenue impact
- Minimal disruption: User experience maintained, no changes to ad layouts, ensuring results reflected true impact
The Results
| Metrics |
Treatment Group (OpenPath) |
Control Group |
| Revenue |
+2.3% |
-0.6% |
| Impressions |
-4.3% |
-1.2% |
| eCPM |
+6.9% |
+0.7% |
Although impressions fell by 4.3% this was balanced by a 6.9% increase in CPM, ultimately delivering a 2.3% increase in total revenue. This outcome is aligned to Publift’s auction quality principle - prioritising quality over volume, ensuring a net positive revenue impact.
This experiment underscores Publift’s data-led approach to ensuring the best outcome for publishers. We constantly test and assess new bidder configurations to enhance publisher outcomes, ensuring stable and sustainable monetisation on behalf of our publishing partners.
Publift’s experimentation framework includes bidder configuration, layout design, auction logic, ad formats, identity solutions and floor pricing - the list goes on! Experiments such as these guide our roll out plans for full release and equip our Customer Success teams to ensure the best possible set up for each publisher’s needs.