Case Study: Times of India achieves 10x iOS eCPMs, 3x revenue and higher fill rates with Smaato

How the Times of India has improved their international remnant inventories by monetizing their mobile apps with Smaato

Times of India Mobile, the digital arm of India's largest English daily, needed to better monetize its international remnant mobile traffic and improve eCPMs and fill rates across Android and iOS inventory.

In July 2013 Times Internet partnered with Smaato, using its real-time bidding platform, targeted promotion to ad networks/DSPs, and strategic floor prices plus weekly reporting to unlock new demand. As a result, iOS US eCPMs increased more than tenfold from September to December 2013, iPad eCPMs topped $5, CPMs rose several-fold, daily impressions and total revenue tripled, and Smaato gained access to 100% of the publisher’s international remnant traffic.

Times of India

Guarav Brar

Vice President, Times Internet Limited