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.

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.