CASE STUDY: OPENWRAP SDK IN ACTION

HOW PUBLIFT DROVE A 33% UPLIFT IN PROGRAMMATIC REVENUE FOR A POPULAR AUSTRALIAN WEATHER APP

Publift provides advertising technology solutions for premium web and app publishers. As early adopters of Prebid-based header bidding, they are well versed in the host benefits enjoyed by publishers that utilise this technology. When it came to optimising demand for a popular Australian weather utility app, Publift looked no further than PubMatic’s lightweight mobile SDK — OpenWrap SDK.

CHALLENGE

Being overly reliant on just one ad tech stack for monetisation can be risky for app developers. Maintaining a healthy and diverse advertising revenue stream is essential for long term success.

So when Publift was looking for ways to improve monetisation for a popular weather utility app, they were keen to explore how Prebid-based header bidding could improve monetisation and performance.

SOLUTION: PUBMATIC'S OPENWRAP SDK

The combination of a lightweight SDK and cloud-based demand partner management allowed Publift to quickly and easily add incremental demand sources resulting in improved monetisation performance for the weather app.

Enterprise-grade reporting delivered actionable insights to optimise floor pricing and fill rates, and PubMatic’s premium demand drove boosts in eCPM and overall programmatic monetisation revenue.

RESULTS

PubMatic's OpenWrap SDK went fully live on all of the weather app's inventory in February 2021. There are currently three other demand channels — a leading SSP integration, a leading proprietary integration and mediation.

33%

Increase in
Programmatic
Revenue1

108%

OpenWrap SDK
Revenue
Growth2
Source: Publift, accurate as of April 2021
1Pre- vs Post-deployment of OpenWrap SDK
2February vs March, 2021, month-over-month comparison