- Technology
Achieving a 31% revenue increase by optimizing ad pricing for Dictionary.com
Overview
Optimizing ad pricing at scale for global reach
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.
Our Solution
Building a machine learning platform for ad floor optimization
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.
Results
Significant revenue increase through optimized ad strategies
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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