Case Study: The Guardian boosts revenue and impressions with Index Exchange

The Guardian boosts revenue 4% with Index Exchange

The Guardian sought to maximize revenue and maintain transparency in its digital advertising auctions, but found that legacy pricing models from its supply-side platforms were limiting its auction flexibility. To address this, The Guardian partnered with vendor Index Exchange to implement its Transparent Dynamic Take Rates service.

Index Exchange's solution automatically adjusted pricing on a per-impression basis to optimize win rates, operating entirely within existing contracts. This approach provided The Guardian with full transparency and auditability. The results from a one-month test showed a 4% increase in revenue and a 45% increase in impressions served, unlocking significant value without any changes to the publisher's floor strategy or buyer setups.

The Guardian