As the world’s largest ad management service, Raptive (formerly CafeMedia) is always looking for new ways to help its more than 3,000 independent publishers and content creator partners grow their businesses and maximize success with onsite ads monetization.
For over two years, Raptive has worked with Commerce Grid (formerly The MediaGrid) as one of its SSP partners for sourcing open exchange demand from more than 20 top DSPs.
More recently, Raptive leveraged Curated Demand within Commerce Grid as a new source of advertising spend that could be funneled to its publisher partners.
Curation is a new source of programmatic demand which Raptive was keen to explore.
Curation enables partners to package and enrich supply with their own first party data, intelligence, performance goals, proprietary buying criteria, or value-generating assets into deals which buyers can then be executed in any DSP.
Curators come in many forms, including data-rich companies, identity solution providers, custom algorithm specialists, publishers, and more. Despite their differences, curators share one goal: to get closer to supply and to make that inventory even more valuable to buy-side partners through enrichment or data packaging.
What does that mean for Raptive publishers? More bid activity, more revenue, and higher CPMs coming from demand sitting behind Commerce Grid.
By tapping into curated demand available exclusively via Commerce Grid, Raptive was able to realize a 57% lift in ad spend across its publisher set.
In addition, curated demand made up 36% of total ad spend for its publishers, delivering 55% higher effective cost per mille and a 4.7x increase to bid rates compared to the open exchange.
