What does it take to create a successful ad exchange? Choosing a strong technological core and ensuring the stable work of the overall platform is a must, however, it is only the first underlining factor that influences the marketplace performance.
We’ve interviewed our clients who run their own ad exchanges based on SmartHub technology (across different QPS plans) to reveal how they reach success and what is the anatomy of their performance: the ad formats, and traffic types that work best for their marketplaces. Want to find out how to make the most of your SmartHub too? Then, let’s review the stats and make some outcomes.
As the picture shows, starting from November 2021 in-app banner traffic generated the biggest part of ad impressions (98300327), and the profits alongside them (19,873.90). The second best in terms of the number of served impressions appears to be in-app video (92867619) although the profits they generated were substantially higher (116,184.95).
That’s what was true for the overall picture in November. Now let’s see what trends we have for every taken QPS plan. For 20K plan, in-app banner also accounted for a great number of served ad impressions (51101014) with profits of (12,383.21). Again, in-app video accounted for fewer impressions (15664066) but higher profits (19,204.34). The same tendency you can observe for the 50K.
At the same time what we can see in the 100K plan is, that marketplaces with bigger capacities obtain the biggest profits (81,309.36), which accounts for 60% of all profits generated by all other plans altogether. With the bigger capacities, media trading is happening on a larger scale and thus, more traffic is getting purchased in the ad exchange.
In December 2021 in-app banner is still the leader of served ad impressions (120825336) with generated profits that reached the bar of (27,814.84). Meantime, the in-app video generated fewer impressions (27276124) so the profits a bit declined (26,387.91).
10K QPS plan platforms earned (8,839.51) profits after serving (55456596) in-app banner impressions. 20K plan platforms got (11,087.79) profits and served (41754288) in-app banner impressions. Quite the same profits they received from serving in-app videos (11,608.34) but in smaller quantity (13720778).
30K plans achieved profits of (7,887.54) by serving (23614452) in-app banner impressions. 50K platforms made a stake on in-app video and achieved (14,779.57) profits after serving (13555346) impressions. In this case, their profits accounted for almost 27% of overall profits generated by all platforms.
In January 2022, in-app banner traffic is again the absolute leader in served impressions (114425530), it generated (16,468.31) profits which, however, is humble in comparison to in-app banner video: (42,758.46) profits and (72925990) impressions respectively.
The platforms running on 10K plans focused on the in-app banner and obtained (6,367.09) profits out of (47712538) impressions. 20K has pretty similar results with an in-app banner format. 30K platforms served (25610346) impressions in the in-app video category. 50K platforms also generated (9,691.14) profits by serving (11201026) in-app video ads. Likewise, 100K platforms achieved (15,180.90) profits with (36114618) in-app video impressions (which accounts for 26% of total profits generated by all QPS platforms across formats).
In February 2022 we can see almost the same picture – in-app video traffic accounts for the biggest part of generated profits (33,235.75) but a smaller number of served impressions (47960951), while in-app banner gets better reach for the campaigns with (67927849) impressions. In February in-app banner generated (13,825.01) profits.
For 20K plans in-app banner generated (7,228.34) profits with (39990383) served impressions, which resembles the picture achieved by 30K plans in the in-app banner category. For the in-app video the revenues are slightly higher.
The revenues of (11,477.07) were generated by 50K plans in the in-app category. The 100K plans made the most out of in-app banner format by serving (30966241) impressions and gaining (13,369.44) profits (which account for 28% of total profits generated by all QPS platforms across formats).
The freshest period of our observation again proves that the biggest number of ad impressions were served in the in-app banner category (120002983) in comparison to (41970777) in-app video. Thanks to such a number of achieved impressions the profits across formats almost evened out: (29,227.26) for in-app banners and (29,229.52) for in-app videos.
10K plans achieved (4,672.11) profits by serving (28342730) in-app banner impressions. 20K plans served (34812209) in-app banner impressions and doubled the profits by this (8,543.49). 30K plans were able to make (6,993.05) out of (29604081) served impressions. 50K plans gained (9,018.61) profits with (27243963) in-app banner impressions and (14,740.81) profits with (13977928) in-app video impressions this March. The platforms running on 100K QPS plans obtained profits of (14,488.71) by running (27992849) impressions only across in-app video format.
Taking a closer look at the dynamics of the media trading that spans the last 5 months, we can drive several important conclusions:
Pinpointing the secret of success can be tricky, especially when we talk about technology operation. Even technology installation can take a lot of costs, but the biggest part of this cost is attributed to the high level of expertise that is required to adjust the platform correctly. The expertise on how to use technology and make strategic decisions when they are needed will also play an important role after the platform installation. Exactly these factors will influence the success of the operation the most.
Today we’ve reviewed some of the successful results that our clients achieved with SmartHub. We’ve analyzed some of the numbers and made the outcomes of how to make the most of your marketplace. If you want your marketplace to be one of those successful examples, don’t forget to analyze and optimize your environment with available functionality delivered in SmartHub 2.0 version, integrate great partners, safeguard the traffic, and precisely manage the traffic distribution to steadily lead your platform to success.
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