About El Plural
El Plural, the independent digital media outlet and a powerhouse in Spain, was founded in 2005. It features a progressive editorial line aimed at an engaged audience interested in the country’s political, social, and cultural current affairs.
It covers a wide range of topics, from current political and economic affairs to social, environmental, and equality issues, with a critical and independent approach.
Over the years, El Plural has strengthened its position as a leader in the Spanish digital media ecosystem, reaching 5.5 million unique monthly users in 2020 thanks to an editorial strategy based on analysis, opinion, and verified information
The Challenge
In the face of a programmatic, fragmented, and competitive market, El Plural faced the challenge of maximizing its advertising revenue without compromising editorial quality or the user experience.
That’s why they needed a solution that integrated multiple SSPs, Prebid technology, and tools to improve loading speed and Core Web Vitals.
In addition, they wanted to gain operational autonomy in order to quickly respond to market changes, test new strategies, and make data-driven decisions.
Our Solution – Ad Manager Hub
The solution chosen by El Plural was Ad Manager Hub by Opti Digital, which stood out during the selection process for its advanced features as well as its excellent technical support. This support was invaluable throughout the entire implementation process and subsequent follow-up, due to its professionalism and ability to adapt to the needs of El Plural.
With Ad Manager Hub, El Plural increased its agility and autonomy thanks to an intuitive and easy-to-use platform that optimizes both direct campaigns and deals as well as programmatic advertising. Among the main advantages were the seamless integration with El Plural’s usual SSPs, as well as new demand partners included in Ad Manager Hub. This led to a 51% increase in advertising revenue and a 13% increase in fill rate.
In addition to increased revenue thanks to higher-quality demand and greater bid competition, Core Web Vitals scores also improved, thanks to an ultra-light advertising stack that speeds up ad load times. Furthermore, other features were implemented that positively impacted both revenue and user experience, such as:
- Smart refresh and customizable lazy loading, configurable based on various parameters like specific advertisers, line items, or ad units.
- Automatic ad insertion within editorial content.
- Activation of original ad formats, such as sticky ads, with advanced configuration options like user capping, size adjustments, and position settings.
- Ad size customization based on the ad unit.
- Centralized price floor management to ensure a coherent pricing strategy that encourages competition among bidders.
- A/B testing to allow for continuous, flexible experimentation and optimization.
- Comprehensive analytics that provide full, transparent visibility into both revenue performance and audience metrics.
With Ad Manager Hub, El Plural maximized the profitability of its advertising revenue, optimized its ad inventory management, and improved both the user experience and overall website performance.
About Opti Digital
Opti Digital, the premium platform for digital publishers, leverages machine learning to maximize advertising revenue, offering a comprehensive monetization solution.
It acts as a layer over the publisher’s ad server, managing ad inventory to optimize revenue without compromising site performance or user experience.
Opti Digital stands out with an ultra-lightweight ad stack and simplified integration through a single on-page script. Combined with advanced AI technology and real-time analytics, providing insights into audience data, revenue by URL, or traffic source, it enables digital publishers to optimize their ad revenue from day one with full transparency.
More than 7,000 websites and apps worldwide use Opti Digital. In Spain, leading publishers such as THE OBJECTIVE, El Economista, Webedia, El Tiempo, El Plural, and El Nacional rely on Opti Digital’s technology to enhance their ad revenue and user experience.
Opti Digital is a highly intuitive platform that helps us operate with complete autonomy. Its agility in management and ease of use make a big difference in our day-to-day work. In addition, the detailed and comprehensive reports give us a real-time view of our inventory’s performance, helping us make more informed strategic decisions.
Julio PalaciosAdvertising Department, ElPlural.com: