Chive Media Group
Increased ad revenue, better page performance,
and clearer ad auction insights through a custom implementation of Header Bidding.
Header bidding, a popular method of auctioning ad space on high-traffic websites, and its ROI is highly dependant on the quality of implementation. XWP partnered with Chive Media Group (previously Resignation Media) to find and implement a method of realizing and optimizing the revenue upside of header bidding while improving overall page performance and user engagement.
- Platform Audit
- Ad Network Consultation
- Plugin & Theme Development
Header bidding is a method for auctioning ad space on a web page within the <head> section of the page itself. The method is popular amongst large publishers as it exposes the ad space to numerous bidders, increasing competition for the space and driving up revenue.
Unpacking such a complex revenue focused project is the kind of work that highlights the talent we have on the team. Seeing the ROI for the client really validates our efforts and inspires us to continue this kind of work.
XWP WordPress & Ad-Tech Architect
To help Chive Media Group realize optimum ROI, the implementation involved facilitating a combined auction from multiple providers (OpenX Bidder, RTK, Sortable, and Prebid.js), set up for parallel testing to objectively identify the best performing solution.
This optimized implementation of header bidding was able to bring significant reduction to the page load speed with an overall significant improvement in page performance. Page content was delivered to site visitors quickly and the optimized bidding process was allowed to run independently in the background. Ad managers were provided with an in-WordPress user interface for controlling the parameters, improving visibility and efficiency around management.
The post-project report from the client was that they’d seen a ~15% positive impact on eCPM, and a significant improvement in visitors engagement because of page performance. The increased visibility that Prebid brought to the bidding process helped their team better understand and evaluate the selection and application of the various bidding adapters.