Forward Health, a premium provider of original content and health information, implemented RTB through Admeld, generating a revenue increase of 700%.
Forward Health approached Admeld in July 2010 looking to increase revenues by further monetizing their unsold inventory for each of their five properties: womenshealthbase.com, menshealthbase.com, pregnancygirl.com, all-allergies.com and goodcholesterolcount.com. Previously, the publisher had focused on direct sales and they realized there was an opportunity to make additional revenue by optimizing their secondary channel. Brand protection and quality control were critical requirements for Forward Health as their clients consist of top-tier pharmaceutical and medical companies whose corporate integrity is at stake.
Admeld recommended running real-time bidding (RTB) to reach Forward Health’s eCPM goals. RTB provided increased visibility into advertisers coming through their unsold inventory and gave them control over the rates paid by those advertisers. Forward Health also included traditional ad network tags to compete for additional impressions.
Forward Health immediately saw a spike revenue from their unsold inventory. Revenue from this channel increased 700% for Forward Health over a six month period.