Ranker saw a 5% increase in spend after implementing automated wrapper management feature

Magnite, the world’s largest independent sell-side advertising company, has unveiled an advanced automated wrapper management feature within its Demand Manager platform. This new functionality is designed to help publishers maximize revenue and streamline operations by leveraging machine learning to optimize Prebid settings. Built on Prebid technology, Demand Manager offers comprehensive yield management tools and reporting insights, empowering publishers to align their strategies with business goals effectively.

• Machine Learning Optimization:

  • Utilizes machine learning to find the optimal configurations for a publisher’s Prebid Wrapper on a per-impression basis.
  • Capable of enhancing billions of settings to improve ad performance and revenue potential.

• Revenue Growth:

  • Ranker experienced a 5% increase in spend following the implementation of the automated wrapper management feature.
  • A/B testing capabilities in Demand Manager complement this feature by eliminating the guesswork in configuration settings.

• Efficiency and Time Savings:

  • Reduces the need for extensive manual testing, saving publishers time and resources while maximizing revenue from Prebid.

• Future Enhancements:

  • Upcoming optimizations include improved bidding order and intelligent price floor guidance.
  • Aims to provide dynamic Prebid timeout configurations and other advanced settings to further enhance performance.

Industry Impact and Adoption

• Growth and Adoption:

  • Demand Manager has seen a 30% increase in spend year-over-year from 2023 to 2024.
  • Widely adopted by major publishers such as Buzzfeed and Disney, with 13 of the top 50 Comscore-ranked publishers utilizing the tool.

• Industry First:

  • The automated wrapper management feature is an industry-first, positioning Magnite as a leader in leveraging machine learning for yield optimization.

Industry Reactions

• Alex Mason, Vice President, Programmatic Sales, Yield & Strategy at Ranker:

  “Demand Manager's Automated Wrapper Management tool provides us peace of mind knowing it leverages extensive historical data to adjust our Prebid settings on an ad request basis. This feature maximizes revenue while saving time and resources.”

• Sunil Gupta, Vice President, Product Management at Magnite:

  “This industry-first feature set supercharges Demand Manager, unlocking the full power of Prebid and improving monetization capabilities without additional costs. Machine learning and automation are key to the future of yield optimization.”

Magnite’s introduction of automated wrapper management within Demand Manager represents a significant advancement in optimizing Prebid settings for publishers. By harnessing the power of machine learning, this new feature not only enhances revenue potential but also improves efficiency and reduces manual effort. With its strong market adoption and planned future enhancements, Demand Manager continues to set new standards in ad management and monetization.