Compay Name: WillyWeather
Date: April 2019
Website: https://www.willyweather.com.au 

WillyWeather.com.au is one of Australia's top weather services website and uses locally sourced data to serve the most up-to-date and relevant weather data to users in Australia. Willyweather provides weather information for over 15000 Australian locations to over 2 million Australians monthly.


What was WillyWeather's problem

Will Bruce, the Managing Director of WillyWeather explains that "the main issue with how we previously did things was the number of hours we spent on it. Trying to increase your eCPM is a bottomless pit of wasted hours." 

By outsourcing this part of the business, the team was able to focus more time on creating a great website and amazing content for their users and less time thinking about what new ad tech to implement and AB testing different ad layouts and formats.

"The value that Publift add is to free up any internal resources that are handling advertising, and also make more money for the company. They were helpful in advising us on how much we might expect from different creative sizes, which helped us to determine which ads to include and where they should be placed. they also pushed us to put ads in places that we were initially reluctant to and, in hindsight, I'm grateful for that."

Will, WillyWeather

Business goals

Why WillyWeather came to Publift

Optimise Ad Layout


Outsource to a Trusted Business


Save Time Testing Networks and Setup


How Publift was able to help

Publift conducted a full survey of the WillyWeather website and ad layout both on desktop and mobile to understand the current performance of the website and devise an optimal ad layout. Careful attention was given to maintain or improve the end users experience by looking at different ad formats and looking to improve site speed through lazy loading ad units.


Based on the decided upon target revenue, Google supply including Google's beta released Exchange bidding were implemented into WillyWeather's ad setup. Header bidding was also enabled through Publift's fuse platform, bringing in a number of premium demand partners to compete with Google and drive the CPMs up.

Finally, Publift sent over the completed Fuse tags to be implemented into the WillyWeather site to facilitate the new ad strategy. Results were seen instantly in terms of increased CPMs, improved fill rates and higher ad revenue.



Average YOY Increase in Ad Revenue



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