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Sovrn helps marketers navigate the chaotic MarTech industry with tools that boost publisher income. Their platform efficiently drives higher advertising value, focuses on engagement data, and simplifies affiliate management. They provide publishers key insights and integrations to stand out and thrive independently.
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Sovrn's Website Claims...
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Advanced advertising tools
Sovrn claims that its Ad Management platform is a full-stack ad ops software solution to efficiently operate and optimize your programmatic advertising business.
Diverse demand sources
Sovrn claims that its Ad Exchange is an omnichannel pipeline of top-tier advertising demand, offering more than just an SSP.
Comprehensive affiliate solutions
Sovrn claims that its Commerce Unified platform is software to efficiently operate, optimize, and scale your entire commerce business, allowing automation of the entire commerce business.
BlurbSTAR Case Study
Sovrn & Daily Voice
Signal dynamic pricing increased Daily Voice ad yields dramatically.
10%
Overall revenue increase during testing.
20%
Average revenue uplift with Signal.
1.
Situation
Optimizing yields for news platform
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Daily Voice wanted to enhance revenue.
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Static pricing floors were ineffective.
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Sought dynamic pricing for efficiency.
Daily Voice, a digital news platform serving the northeastern US and focusing on hyperlocal journalism, needed to boost its programmatic advertising revenue and operational efficiency. The platform attracted over two million unique monthly users but was utilizing static pricing floors, which were updated on a semi-regular basis, to capture market movements. However, by late 2023, Daily Voice sought a more efficient method to optimize ad pricing and maximize ad revenue during peak periods.
2.
Task
Implement dynamic pricing strategy
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Implement a dynamic pricing tool.
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Utilize Sovrn Signal technology.
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Achieve significant revenue uplift.
The key task was to find an efficient way to capture the true value of Daily Voice's engaged audience by optimizing ad prices. This meant dynamically adjusting pricing floors based on real-time data attributes of ad impressions, such as visit details and audience segments. Sovrn's challenge was to implement a solution that could predict and adjust to these optimal prices across Daily Voice's programmatic channels, ensuring a significant revenue uplift during testing periods without disturbing normal operations.
3.
Action
Deploy Sovrn Signal technology
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Used Signal dynamic pricing tool.
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Single JS code integration.
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Algorithm adjusted prices in real-time.
In collaboration with Sovrn, Daily Voice adopted Signal, Sovrn's dynamic pricing technology. It involved the integration of a single line of JavaScript code on DailyVoice.com webpages to measure, price, and broadcast the value of each ad unit. Sovrn Signal dynamically adjusted prices based on comprehensive data, optimizing the floor pricing across multiple SSPs. Throughout the test period, Signal's algorithm automatically managed pricing updates to maximize yield, with control groups maintaining at least 5% of inventory to benchmark the improved performance against.
4.
Result
Achieved significant revenue uplift
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10% overall revenue growth.
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Steady yield improvements.
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20% increase in ad revenue uplift.
The deployment of Sovrn Signal's dynamic pricing tool resulted in a 10% increase in overall revenue across all programmatic channels throughout the testing period. Additionally, the average CPM uplift per ad unit was $0.39. Importantly, the yield improvements remained consistent, even accounting for typical traffic fluctuations. Over the analyzed duration, Daily Voice achieved a 20% increase in average revenue uplift across all ad formats, with dynamic pricing heavily outperforming static floors and enhancing operational efficiency.
Keywords
DYNAMIC PRICING
PROGRAMMATIC ADVERTISING
AD YIELD OPTIMIZATION
SOVRN SIGNAL
REVENUE UPLIFT
HYPERLOCAL JOURNALISM
Supply Side Platforms (SSP) Q & A
Sovrn hasn't answered their category questions yet.
1.
What types of ad inventory do you support (display, video, native, CTV, DOOH, audio, etc.)?
Sovrn has not completed their Blurbs FAQs
2.
What demand-side integrations do you support (DSPs, direct deals, private marketplaces)?
Sovrn has not completed their Blurbs FAQs
3.
How does your platform optimize yield management and bid strategies for publishers?
Sovrn has not completed their Blurbs FAQs
4.
Do you support header bidding, and what integrations do you offer (Prebid, Amazon TAM, Google Open Bidding)?
Sovrn has not completed their Blurbs FAQs
5.
How do you ensure brand safety and ad fraud prevention (IAS, DoubleVerify, MOAT, TAG certification, etc.)?
Sovrn has not completed their Blurbs FAQs
6.
What reporting and analytics do you provide, and is data available in real-time?
Sovrn has not completed their Blurbs FAQs
7.
What level of transparency do you provide regarding auction mechanics and bid-level data?
Sovrn has not completed their Blurbs FAQs
8.
Do you support programmatic guaranteed and private marketplace (PMP) deals?
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9.
Can your SSP facilitate direct deals and preferred programmatic agreements with premium advertisers?
Sovrn has not completed their Blurbs FAQs
10.
Do you offer bid enrichment and audience monetization tools for better targeting and yield?
Sovrn has not completed their Blurbs FAQs