Overview of this campaign
The trend towards growing programmatic advertising share in the total publisher's advertising pie is unbroken. The management and optimization possibilities in pogrammatic revenue however are limited for publishers given the control of technology and data by big tech companies. Therefore most optimization work focuses on the floor price optimization. The manual floor price optimization is however a time-consuming process, often lacks the needed granularity, may be influenced by human biases and errors, makes testing cumbersome, and is overall complex and therefore often does not provide return on investment especially for smaller brands.
Therefore, with the help of AI we decided to develop Floorian - an AI optimized automatic floor price manager. Floorian optimizes floor prices automatically, daily, even on the smallest brands that previously only had floor prices optimized monthly or even quarterly. Floorian allows us a constant testing and will even alert us in the future if anomalities are detected or opportunities recognized.
Results for this campaign
Floorian has started very successfully on the first five small brands in our advertising portfolio. One month after launch for google open RTB, we were able to increase its revenue (rCPM) vs. the control group with pre-Floorian set-up by incredible 21%!
The next 8 onboarded brands from our porftolio show one week after onboarding a revenue increase of even +26% vs. the control group with pre-Floorian set-up.
We will continue to onboard our whole portfolio in Switzerland as soon as possible and following scale internationally until end of H1 2025. Given the results, we expect also for our main reach brands an increase of google programmatic open RTB revenue by at least 3-5%, which will be an significant revenue uplift. Floorian is a first major AI Topline growth case in our group.
