Automated creative quality controls helped protect performance-based SSP’s publisher performance

Limelight Inc. has released the results of a deployment of its Adaptive Rules Center (ARC) with a performance-based SSP (Supply-side Platform). The SSP successfully utilised ARC to resolve creative quality issues, significantly improving auction performance across its video stack.

Adaptive Rules Center is Limelight’s rule-based optimisation toolkit that enables partners to build custom logic that reflects their own goals and trading strategy. Enabling partners to set performance and quality controls, ARC helps maintain a safer and more stable trading environment. It enables partners to integrate their own operational and quality standards into automated workflows, driving stronger performance, while retaining full control and transparency.

Prior to deploying ARC, the SSP consistently faced issues with empty VAST creatives – outdated tags that bid on every auction but fail to deliver impressions. This led to publisher frustration, loss of revenues, and decreased delivery reliability.

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The SSP used ARC to deploy a “Add Creative ID to List” rule. Using just this rule, the SSP was able to automate the detection and blocking of all under-performing creatives. After seven days, if valid activity was detected, blocked creatives were able to re-enter the auction.

The SSP saw immediate results after implementing the rule, with a 4x improvement in success rate (auction wins vs impressions served) alongside a healthier auction environment, with improved revenue and traffic stability. These results were achieved without adding any additional workload, and with no manual effort required to maintain the creative quality controls.

The case study showcases how Limelight’s ARC can be used not only for traffic and QPS (Queries per Second) optimisation, but also to maintain and enhance auction quality and creative compliance – leading to more sustainable monetisation, while protecting publisher relationships.

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Limelight Inc. helps companies in the ad tech ecosystem to easily navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and human support. Hundreds of ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale – immediately. The platform was launched in 2019, and has since helped hundreds of companies unlock new opportunities for trade and incremental revenues. Limelight is more than a service provider; our ethos is firmly centred on human support and strong partnerships for the global Limelight community