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How Yandex Advertising Network helped increase Grupo Abril’s CPM by 25%

Case study intro

We recently partnered with Group Abril, a Brazilian media conglomerate, to streamline its monetization strategy, grow revenue, and broaden audience reach. As a result, the company saw an average increase of 25% in CPMs for Prebid.

Keep reading to learn more about how we helped our partner elevate its monetization potential, amplify revenue boost strategies, and uncover new opportunities.

About the partner

Grupo Abril is an integral part of the Brazilian media landscape, boasting an impressive portfolio of influential digital magazines, including Veja (Veja São Paulo, Veja Rio, and Veja Saúde), Quatro Rodas, Claudia, Capricho, Guia do Estudante, and more. Collectively, these digital publications bring in many page views each month, reaching 40 million per month.

With such a diverse global readership, monetization and revenue growth prospects are substantial.

About the Yandex Advertising Network

As one of the largest, most profitable, and partner-centric advertising networks, the Yandex Advertising Network is part of the broader Yandex ecosystem and represents a global technological powerhouse.

Backed by a proven track record of notable results and cutting-edge advertising technology, our strategic partnership with Grupo Abril has helped bolster its monetization strategy and create new opportunities to diversify and boost its revenue sources.

Business objectives

Grupo Abril is focused on maximizing revenue through header bidding technologies like its counterparts.

Optimizing revenue through direct advertising agreements involves implementing header bidding technology using Prebid.

By partnering with Yandex Advertising Network to achieve its strategic goals, Grupo Abril gained access to first-party demand from Brazilian advertisers — a key element in optimizing advertising revenue, particularly within the core Brazilian market.

Solution

Harnessing our high-profile ML-based advertising solutions, profound expertise in this domain, and cutting-edge technology, we helped Grupo Abril strengthen its advertising capabilities by implementing header bidding technology based on the Prebid.js framework.

Grupo Abril leverages header bidding in its advertising strategy to:

  • Connect external monetizers.
  • Connect monetizers integrated with the Prebid.js library in a single script and monetize global traffic.
  • Reduce traffic loss and ad rendering time (compared to the traditional waterfall).

An established, efficient, and competitive advertising framework, Prebid.js seamlessly integrates into multiple platforms. Grupo Abril can monetize its platforms more effectively by leveraging Yandex’s expansive network of advertising partners, ensuring competitive bids for ad placements, and increasing overall ad revenue. As a monetization partner, this pivotal role places Yandex Advertising Network alongside Grupo Abril’s partners like Criteo, RTBHouse, Pubmatic, Rubicon, Smart, and Teads.

Results

Yandex Advertising Network’s high fill rate consistently met the demands of Grupo Abril’s ad inventory, and our compelling cost per thousand impressions (CPMs) sparked a competitive drive among Grupo Abril’s other partners, leading them to enhance their CPM rates as well.

Since joining forces with Yandex Advertising Network, Grupo Abril has seen a remarkable 25% surge in CPMs for Prebid.

As a result, we’re now one of Grupo Abril’s top 5 demand partners.

Luiz Civille
Senior Publishers Relations Manager at Yandex
By partnering with the Yandex Advertising Network, Grupo Abril has orchestrated competitive auctions among multiple monetizers, enabling them to cherry-pick the most lucrative deals that align with their specific business needs and ad formats.
Ekaterina Lisavina
Head of Web Partnerships at Yandex
Grupo Abril is one of our very first supply partners in Brazil. With their extensive reach and local expertise, they have become an essential part of our Advertising Network. Their deep understanding of the Brazilian market is crucial for delivering tailored solutions to our advertisers and agencies. Together, we continue to explore new avenues for growth and innovation, making them an invaluable asset in our business operations in Brazil. As we look to the future, we are excited about the potential for further expansion and success in our partnership with Grupo Abril.

Partner feedback

Marcos Garcia
Leal, Group Program Director
Yandex stands as one of Grupo Abril’s foremost partners. We hold this partnership in high esteem and anticipate strengthening it further by venturing into novel advertising models. Furthermore, we look forward to welcoming them into our upcoming projects, drawing from this positive experience.
Tiago F. Valdo
Programmatic Platforms Operations Manager
Yandex’s support has been nothing short of exemplary. The seamless integration of Yandex header bidding into our system has empowered efficient optimization of our ad inventory.

What’s in store for the future

Grupo Abril’s collaboration with Yandex Advertising Network marks a key milestone in the Brazilian market, bringing the media giant closer to achieving its key business goals of maximizing yield, broadening its reach, and outperforming its competitors.

Connect with us

Are you a publisher or ad network with web traffic in LATAM? Contact us to learn how we can help your business boost yield with our direct demand: prebid@yandex-team.com.

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