Spolecznosci.pl is a leading social media publisher in Poland that reaches over 11.5 million unique visitors monthly. To increase monetization, Spolecznosci.pl implemented Smart Adserver RTB+ in 2014. This allowed their direct campaigns to compete with programmatic demand sources for impressions. Through detailed reporting and price adjustments, Spolecznosci.pl was able to increase average win prices by 120-130% and up to 220% on some sites. The integrated solution provided full inventory control while boosting revenue through automation and competition between sales channels.

1. Spolecznosci.pl is one of the top social media ad
networks in Poland and includes over 40 leading social
media publishers. The network reaches 11.5 million
unique visitors and generates almost 2 billion
impressions monthly.
40 leading
Social media publishers
2 billion
ad impressions per month
Publisher and Solution
Customer case study
Smart Adserver RTB+ increased
Spolecznosci.pl’s win price by 220%
Challenge
Spolecznosci.pl offers FF, CPM and CPC campaigns, contests, emailing, video and mobile. The company decided to
start using programmatic in early 2014 in order to generate additional revenue.
Objectives
• Increase monetization with new demand sources
• Reach high CPM for programmatic sales
• Avoid pass back costs and discrepancies
• Get a granular level of control to avoid the risk of sales channel cannibalization
Solution
Smart AdServer RTB+ overview
Smart AdServer RTB+ is fully integrated into the ad serving platform.
Programmatic buyers can reach the right user in the right place, at the right
time and assign an individual value to a particular ad impression.
The platform delivers the scale and efficiency needed to effectively match
buyers and sellers and boost eCPM.
Sellers can manage all demand sources – direct, network and programmatic
– from one interface, and make them compete for every single impression.
This integrated approach ensures better fill rate, eCPM optimization and
increased revenue.
RTB+ Integration in one click
Spolecznosci.pl implemented Smart Adserver RTB+ at the beginning of 2014. As RTB+ is fully integrated into the
adserving management platform, Spolecznosci.pl is able to:
- have their Smart Adserver-hosted direct campaigns compete with RTB+ partners for each available impression
- monetize their entire digital inventory through RTB
- benefit from holistic yield optimization to improve campaign performance
Spolecznosci.pl activated RTB+ without having to update any applications or create pass backs.
“Implementing RTB+ with Smart Adserver was very simple, fast and efficient. As we had prepared a list of display
formats to be accessible for DSPs, the Smart Adserver team activated the RTB+ solution within one day”
says Krzysztof Czok, Sales Director at Spolecznosci.pl.
Smart AdServer Integrated
ad technology
Ad
server RTB+
Holistic
yield
optimizer

2. Inventory control
Block lists and the possibility of setting up floor prices per site, per DSP, per
advertiser, per location, per placement, etc. helped Spolecznosci.pl decide on
precisely which DSPs and advertisers could bid on its inventory. This secured and
optimized RTB+ environment made it possible to maintain control of prices,
advertising and programmatic income by using precise, granular level settings.
“It’s the perfect solution for providing liquidity and transparency to the online
advertising market. RTB+ lowers the risk of potential cannibalization of
Spolecznosci.pl’s direct sales and helps regain full control over Publisher inventory”
said Tomasz Musial, Central Europe and East Regional Manager at Smart Adserver
SAS.
Revenue and win price maximization
Spolecznosci.pl initially set a global floor price for RTB+ buyers. Thanks to daily reports, detailed statistics on
auction results, and price recommendation insights, Spolecznosci.pl was able to adjust floor prices per
advertiser, DSP, placement, and site. Theses actions increased average win price by 120-130% and even by
220% on an informational website for women.
This consequently generated significantly higher revenue on a daily as well as monthly basis. Spolecznosci.pl
was not only able to automate inventory selling, but also to optimize revenues by creating competition between
their own direct sales and programmatic channels.
The platform also enabled holistic yield optimization, ensuring the best ad allocation based on network traffic,
pricing and guaranteed volume .
“We are proud to have now worked for 4 years with such an important and reliable Partner as Spolecznosci.pl”
said Tomasz Musial. “Spolecznosci.pl was one of our first RTB+ Publishers in the Central and Eastern Europe
region, so we are very pleased with the RTB+ results that convinced Spolecznosci.pl’s to extend their visible
inventory in programmatic sales”
average win price at one
informational website for
women increased by 220%
increased business efficiency
through automation and no pass
back cost
over 1 billion RTB auctions per
month
full control
over inventory,
pricing and
advertising
global win price
increased by 130%
significant additional revenue
thanks to over 5000 real
time inventory buyers in
RTB+
Full control
over inventory,
price and
advertising
“WE DECIDED TO TEST SMART ADSERVER RTB+ BECAUSE WE WE WERE CERTAIN THERE WOULDN’T BE ANY
PROBLEMS WITH PASS BACKS, AS WE WERE USING SMART ADSERVER ADSERVING TECHNOLOGY. INTERNAL
COMPETITION BETWEEN RTB+ AND OUR DIRECT SALES CAMPAIGNS MOTIVATES OUR SALES FORCE TO SELL FOR
HIGHER PRICES, WHICH ALSO HELPS US ACHIEVE HIGHER WIN PRICES FROM RTB+”.
-- Krzysztof Czok, Sales Director at Spolecznosci.pl