“It simply worked. Creating additive, viewable supply without over-encumbering the user is always a delicate balance, especially during times of the year where demand outstrips supply. Browsi delivered and as a result of the tech and its quick implementation, we were able to achieve our overall goals of the campaign and commercial KPIs.”

90min.com has been the flagship site for Minute Media’s O&O family of sites, attracting many premium ad campaigns. This trend continued strongly during the busy holiday season, requiring the 90min.com team to rapidly create additional, high-quality ad inventory in order to extend its brand relationships and to capitalize on increasing advertiser budgets.

However, scaling up ad supply required defining a granular page-level strategy for increasing premium and viewable impression volume. One potential strategy was to manually examine each piece of daily content and to rapidly decide whether an extra ad placement could be added to the page. The process would continue with benchmarking each optimization test for uncompromised user experience – a guarantee that 90min’s brand would not suffer at the hands of upset users.

And that wasn’t all. Each individual test would have required attention from development, product, and ad ops teams, and ongoing optimization of each and every article within 24-48 hours of publishing. In the end, this strategy was scrapped for obvious reasons – but a solution was still needed.