Unleashing advertising potential: How Yandex helped Turkuvaz Media Group gain 30% in CPMs for Prebid while growing fill rates by 18-20%

About the partner

The Turkuvaz Media Group is Turkey’s largest media conglomerate, owning stakes in ten of the country’s most popular media outlets. They include newspapers such as Sabah, Fotomaç, Takvim, and television networks ATV and AHaber.

The company’s flagship media resources generate 2.5 billion page views, attracting 56 million unique visitors monthly. While 90% of their audience is from Turkey, they also have visitors from Germany, Russia, the United Kingdom, the Netherlands, France, and the United States.

Business goals

The Turkuvaz Media Group’s primary focus for monetization is closing direct advertising deals. In addition to header bidding technology, the company also employs a video monetization system and delivers mobile accessibility with Android and iOS apps. It follows the Accelerated Mobile Pages monetization model.

To maximize revenue from direct ad sales in Turkey, Turkuvaz Media Group turned to Yandex Ads, which offers supply partners access to first-party demand.

Solution

The Turkuvaz Media Group employs a sophisticated ad stack powered by header bidding technology built on Prebid.js to enhance its advertising capabilities and drive revenue generation on its flagship websites. Seamlessly integrating a variety of platforms, including Yandex Ads, Criteo, Pubmatic, Rubicon, Smart, and Teads, each contributing significantly to the optimization of the advertising ecosystem, the company is dedicated to establishing an efficient advertising framework.

Results

Yandex’s high fill rate has made it a valuable partner, consistently delivering on the company’s ad inventory demands. Apart from the competitive cost per thousand impressions (CPMs) offered by Yandex, its participation in the Turkuvaz Media Group’s advertising ecosystem has increased competition among other partners, prompting them to increase their CPM rates.

After partnering with Yandex, Turkuvaz Media Group saw an increase of about 30% in CPMs for Prebid. The company also experienced an 18%-20% increase in fill rates.

As a result, Yandex is now one of Turkuvaz Media Group’s top five partners (out of eleven).

Mikhail Shvabenland

Senior publishers relations manager, Yandex

By partnering with the Yandex Advertising Network, the Turkuvaz Media Group was able to run competitive auctions among multiple advertisers, allowing them to choose the best deals for their unique business needs and ad formats that perfectly align with their content. Our global reach meant they could connect with direct advertisers not only in Turkey but all over the world. We managed to find ways to monetize traffic from the counties, which they wouldn’t have been able to do without the Yandex Advertising Network.

Alper Mısırlı

Head of Business Development Department

Yandex is one of Turkuvaz Media's most significant partners. We value this partnership and hope to strengthen it further by experimenting with new advertising models like native and video formats.

Gokhan Guney

Senior Manager of Business Development Department

Yandex’s support system has been exceptional. Yandex header bidding was seamlessly integrated into our system, allowing for efficient optimization of our ad inventory. In addition, we have successfully delivered direct ads to Russian users without needing third-party ad servers like GAM. In addition, we have successfully delivered direct ads to Russian users without needing third-party ad servers like GAM

Partnership with Yandex Advertising Network has increased our ad revenue, opened up new countries for traffic monetization, and boosted competition among our other partners, prompting them to increase their CPM rates.

Unleashing advertising potential: How Yandex helped Turkuvaz Media Group gain 30% in CPMs for Prebid while growing fill rates by 18-20%

About the partner

Business goals

Solution

Results

After partnering with Yandex, Turkuvaz Media Group saw an increase of about 30% in CPMs for Prebid. The company also experienced an 18%-20% increase in fill rates.

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