"Using ARC, the Network implemented an "Add Value to Bundle List" rule. Applying this simple rule ensured that high-performing demand sources were correctly identified and their QPS was scaled accordingly. To determine the effectiveness of the rule, Limelight also ran an A/B test - testing the results of the rule against those from manual optimisations."
"Within 24 hour-test across the Network's top demand partners, showed the ARC-driven strategy delivering a 100% revenue increase alongside a 70% improvement in efficiency. Results also included a significant increase in eCPM while keeping below threshold QPS limits alongside reduced labour and increased speed in optimisations."
"ARC is designed to enhance human trading intelligence rather than replace it, providing teams with more time to focus on strategy and less on manually pulling data and making optimizations."
Limelight's Adaptive Rules Centre (ARC) is a rule-based automation and optimization toolkit enabling partners to implement granular rules across their RTB stack. A CTV Publisher Network faced challenges monetizing multiple demand sources while capping QPS per partner and meeting eCPM KPIs through manual optimization. By implementing an "Add Value to Bundle List" rule, the network identified high-performing demand sources and scaled QPS accordingly. A 24-hour A/B test demonstrated 100% revenue increase and 70% efficiency improvement compared to manual methods. Results included higher eCPM, maintained QPS thresholds, reduced labor, and faster optimization. ARC enables partners to build custom, bespoke optimization logic tailored to their performance frameworks while enhancing human trading intelligence.
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