Websites: https://www.news18.com, https://www.moneycontrol.com, https://www.firstpost.com
Network18 is a large publishing group and is part of the Reliance Industries conglomerate. They operate properties like moneycontrol.com, news18, firstpost, cnbctv18 and more. Being India’s second largest publisher (per comscore) they have huge inventories coming in from every part of the world.
Out of all the geographies, GCC (Gulf cooperation council) which comprises of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates was seeing low monetization and the team at Network18 was confident that the potential was huge and they needed a partner who could monetize this inventory at scale.
Network18 already has a strong programmatic stack that was maintained by a large team. This stack was already monetizing their GCC inventory. The introduction of AdOmega’s demand introduced a layer of competition to Network18’s demand. This competition resulted in increased yield of Network18’s programmatic stack and overall monetization.
AdOmega introduced extensive monetization in this geography via exclusively curated campaigns and deals. These deals were demographically targeted and were carrying high cpms. With network18’s rich audience, the fill rates were really in favour of network18 and inventory wastage was in control. The end result was that network18 ended up with more revenues from their existing stack and also from AdOmega. This pushed them to open up more of their inventory including video as well.