GumGum Inc Teams Up with Assertive Yield to Reduce its QPS and Boost Efficiency – Discover How Their Partnership is Paving the Way for Sustainable Advertising and Decarbonization Practices.
GumGum, the contextual-first, digital advertising platform with a leading SSP (Supply-Side Platform), has partnered with Assertive Yield, a provider of cutting-edge tech solutions for programmatic Publishers and SSPs, to revolutionize its digital advertising operations and embrace sustainable practices.
By implementing Assertive Yield's sustainable Traffic Shaping solution, GumGum is reducing its carbon footprint, optimizing its traffic cost while delivering high-quality traffic to its partners and strengthening its relationships with DSP (Demand-Side Platform) partners.
Assertive Yield's Traffic Shaping solution has been named a finalist for the prestigious 'Best Sustainable Ad Tech Platform' award at the 2023 Digiday Technology Awards, showcasing its revolutionary impact. “This innovative tool empowers SSPs to drive sustainability by reducing wasteful requests by up to 60%, while enhancing revenue generation through intelligent matchmaking and real-time user profile prediction, along with QPS (queries per second) optimization," stated Ryan Abrahams, Chief Revenue Officer at Assertive Yield.
"Our presence on this esteemed shortlist reaffirms our commitment to a greener advertising ecosystem. Our case study with GumGum underwent rigorous evaluation by judges from OMD USA, New York Post, and Forbes, garnering attention on digiday.com and in the Digiday Daily newsletter, cementing Assertive Yield’s position as a leading innovator in sustainable ad tech for the sell-side," said Katia Moura, Chief Marketing Officer at Assertive Yield. GumGum is fully embracing this sustainable solution, resulting in a cleaner and more eco-friendly supply path without compromising on campaign delivery. By collaborating with Assertive Yield, GumGum has achieved remarkable results. The implementation has led to a substantial reduction of carbon emissions by eliminating wasteful requests and a pre-request improvement of the bid rate seen by the external bidders. By also selecting only monetizable requests, they were able to optimize the QPS limits better, leading to an on avg—30% QPS Reduction.
This reduction plays a crucial role in decarbonizing the programmatic supply path. By freeing up server networking and computing, it accommodates the growing demand while simultaneously reducing cloud expenses and eliminating bids that fall below the operational value, resulting in a decrease in outgoing queries. As a result, GumGum benefits from higher-quality traffic at reduced costs, improving overall efficiency.
Kara Petrocelli, Senior Director of Platform Operations at GumGum Inc., said, “Teaming up with Assertive Yield has been a game-changer for us. We can sleep easy knowing we're sending only top-tier inventory to our partners and doing it in real-time. No more midnight wake-up calls from a sudden surge in publisher inventory or a hiccup in our ad server performance. We're confident our operations will run smoothly, strengthening our DSP partnerships.” But the benefits of this collaboration aren't just environmental. GumGum has struck gold in operational efficiency and profitability by using the AY Traffic Shaping solution to apply QPS thresholds based on the unique requirements of their DSP partners, allowing GumGum to deliver the most valuable inventory to each of their demand partners within the respective QPS budgets.
“The AY Traffic Shaping system undergoes resynchronization every 20 seconds, ensuring a swift awareness of any upscaling or downscaling of different nodes. As a result, this process frequently yields a substantial reduction of outgoing requests, often reaching 50%, 60%, or even 70%, without any discernible negative impact on revenue. On the contrary, the impact is overwhelmingly positive.” Nils Lind, CEO/Founder of Assertive Yield. The strategic alliance between GumGum and Assertive Yield serves as a prime example of the industry's steadfast dedication to sustainable media and programmatic practices. GumGum's proactive embrace of Assertive Yield's Traffic Shaping solution underscores its resolute commitment to waste reduction, carbon emission mitigation, and the cultivation of a greener, more sustainable advertising landscape.
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