BLACK ENTERPRISE is the premier resource for success- and business-minded Black Americans. Since 1970, the publication has empowered professionals, executives, and entrepreneurs with essential tools and information to advance their careers, excel in business, and build generational wealth. Today, BLACK ENTERPRISE is recognized as the No. 1 Black digital media brand with 10 million monthly page views and 7 million monthly unique visitors. The outlet also serves its audience through signature events and multiple linear and digital channels.
Products
Cloud Wrapper, Insights, Direct Sales
Category
Lifestyle
Publisher
Black Enterprise
The Opportunity
Before integrating Aditude's Cloud Wrapper, BLACK ENTERPRISE (BE) utilized another ad tech solution for their monetization efforts. While the initial setup was effective, BE faced several challenges with their existing ad monetization setup, which included:
Scalability Issues: The current setup did not scale well with their increasing direct sales, limiting growth potential.
Revenue Distribution: A significant portion of the revenue from deals was taken by their ad tech solution, impacting overall profitability.
Optimization: The need for a more optimized ad stack that could provide better CPMs and fill rates.
The Approach
To address these challenges, BE sought a new ad monetization solution. A peer recommended Aditude, leading to a meeting with Jared Siegal, CEO of Aditude. Several critical factors influenced the decision to collaborate with Aditude:
Revenue performance: Aditude demonstrated their capabilities, and an A/B test revealed a significant increase in CPMs for BE.
Cost efficiency: Aditude’s header bidding wrapper cost a third of their previous solution, which meant an immediate revenue increase.
Direct Sales support: Aditude offers comprehensive direct sales support, from mapping unit IDs to injecting custom ad units. This support meant BE’s team could focus on other business initiatives.
Service and expertise: The A/B test allowed BE to witness firsthand Aditude’s exceptional service, including managing Google Ad Manager, offering industry insights, developing and testing ad strategies, and continuously monitoring performance.
The Results
BE's collaboration with Aditude and using Cloud Wrapper has significantly improved ad monetization. This includes:
Increased viewability: Implementing sophisticated lazy loading techniques ensured ads were only served when in view, reducing wasted impressions and enhancing viewability metrics.
Introduction of new SSPs: Continuous optimization and the introduction of new SSPs led to higher CPMs and improved fill rates, driving increased revenue.
Revenue lift: Increased revenue from better ad monetization strategies and a more streamlined ad stack.
Improved efficiency: Time and budget savings allowed the BE team to focus on other strategic initiatives.
“Partnering with Aditude has been a game-changer for our ad monetization strategy. Their innovative solutions and dedicated support have significantly increased our CPMs and fill rates. Their white-glove service ensures that we always receive timely responses and proactive strategies tailored to our needs. We couldn't be happier with the results.”
- Justin Barton, SVP, Digital Strategy and Partnerships
Conclusion
BE's collaboration with Aditude and using Cloud Wrapper has significantly improved ad monetization. This includes:
Increased viewability: Implementing sophisticated lazy loading techniques ensured ads were only served when in view, reducing wasted impressions and enhancing viewability metrics.
Introduction of new SSPs: Continuous optimization and the introduction of new SSPs led to higher CPMs and improved fill rates, driving increased revenue.
Revenue lift: Increased revenue from better ad monetization strategies and a more streamlined ad stack.
Improved efficiency: Time and budget savings allowed the BE team to focus on other strategic initiatives.
“Partnering with Aditude has been a game-changer for our ad monetization strategy. Their innovative solutions and dedicated support have significantly increased our CPMs and fill rates. Their white-glove service ensures that we always receive timely responses and proactive strategies tailored to our needs. We couldn't be happier with the results.”
- Justin Barton, SVP, Digital Strategy and Partnerships
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