AS AN EFFECTIVE AD METRIC
In this context, the present document questions the value on time as an effective metric for publishers and advertisers,
based on the research findings on a client use case where the Guaranteed Time Slot (GTS) accredited metric
was put to the test.
Based on the findings of this descriptive research key questions were validated:
GTS increases property “time-based” inventory on top of current “click-base” inventory. Maintaining
similar page view volume, overall impressions grew immediately 3 times.
GTS adoption has a positive impact in CPM and CTR value for “remnant inventory”. Although CPM
values increased, total ad revenue experienced dramatic increase due to new available time-based inventory
being served. Additional inventory was also the reason why average quarter CTR level grew 3x.
GTS adoption has a direct positive impact in CPM and CTR value for “direct sales” inventory”.
GTS is a verified effective exposure metric that makes every ATB/BTF placement premium, commanding higher market valuation.
Direct sales team pricing optimization managed to increase CPM by 87%.
Property design optimization leads to impression organic growth. Time is an asset all properties
already own. However current design does not benefit time as key advertising metric. Optimizing the object
property for in-view ad placements resulted in an overall impressions increase 5x, which is specially
relevant for mobile and social native applications.