revenue increase in a targeted segment following deployment of the ML-powered ad floor optimization platform
of users served globally each month across Dictionary.com's ad inventory
in-house data science team empowered to iterate and test new optimization algorithms independently
Dictionary.com, the first and largest digitally-native English language dictionary, serves tens of millions of users worldwide every month. With users accessing millions of definitions, synonyms, audio pronunciations, translations, and spelling help, Dictionary.com generates an immense amount of data daily. To optimize ad pricing at this scale, they needed a sophisticated solution that could leverage impression- and bid-level data, while being adaptive to the fast-evolving online advertising landscape.
OneSix partnered with Dictionary.com to create a powerful ad floor optimization platform powered by Apache Spark. This platform not only supported day-to-day production algorithms but also provided Dictionary.com’s in-house data science team the flexibility to prototype new algorithms and iterate on optimization strategies.
Additionally, we developed a custom dashboarding tool to visualize key metrics and trends for each segment, equipping ad-yield managers with accurate market snapshots and optimal pricing recommendations.
The implementation of the new ad floor optimization strategy led to a significant impact. In one experiment, Dictionary.com experienced a 31% increase in revenue in a targeted segment, demonstrating the effectiveness of the new optimization platform over previous strategies. This success has set a strong foundation for ongoing improvements in ad revenue and pricing strategies.
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