About Vocento
Vocento is the number one media group in the press sector and a leading reference in regional markets in Spain. It brings together leading regional news titles, many of them with more than a century of history, which maintain a strong local identity and play a fundamental role in shaping and connecting Spain’s information landscape.
Vocento’s publishing business consists of one national newspaper (ABC), eleven regional newspapers, six local digital newspapers, three magazines, and one news agency. With more than 160,000 digital subscribers, Vocento holds a dominant market share of over 25% of the Spanish regional press market. Vocento is recognized for its high-quality journalism in trusted environments for advertisers.
The Challenge
Vocento aimed to elevate its inventory value within a rapidly evolving digital landscape while strictly maintaining a premium, seamless user experience. As a leading multimedia group with a high-quality audience, Vocento is highly selective with its ad stack—prioritizing partners that offer differentiated, brand-safe formats and unique demand that provides incremental yield without increasing ad density.
“The differentiated value proposition of Demand Hub, as well as the results other digital publishers achieved with Opti Digital, made our decision to work with them easier.”— Lydia Torralbo, Product & Digital Advertising Director at Vocento
The Strategic Solution: Demand Hub
To meet Vocento’s goals, we integrated Demand Hub, an AI-powered attention-based bidder. Vocento was specifically drawn to the high-impact social display ad formats, which offer a unique way to capture user attention within standard IAB placements.
Key Pillar of the Strategy
- Exclusive Demand Source: Demand Hub acts as a strategic bridge, connecting Vocento directly to exclusive PMPs and premium advertisers.
- High-Impact Social Display: Vocento leveraged our unique social display ads. These formats capture “social media levels” of attention within existing IAB placements, driving significantly higher eCPMs than standard banners.
- AI-Powered Attention Bidding: Our proprietary model forecasts attention at the impression level, ensuring Vocento’s inventory is sold as a high-value asset based on engagement, not just reach.
“We look for partners who can bring unique demand and add measurable incremental value — without introducing complexity or impacting user experience.” — Lydia Torralbo, Product & Digital Advertising Director at Vocento
Quality & Integrity: How DH operates
To protect Vocento’s brand reputation and technical performance, Demand Hub follows strict principles that differentiate it from standard programmatic tools:
- Attention-Led, Not Time-Led: Unlike traditional timed refreshes, carousel formats are only triggered when the unit is in view and high user attention is predicted. There is no fixed interval, and ads are not served when out of view.
- Sustainable Rotation: Rotation is intentionally limited (averaging ~2 creatives per slot) to avoid over-rotation, protecting both advertiser performance and long-term publisher yield.
- Fair Billing & Zero Latency: Advertisers only pay for viewable exposure. We make a single call for the carousel, ensuring no additional latency or “multi-call” overhead on the site.
- Inventory Protection: Dynamic flooring strategy is applied, but publisher floor strategies are strictly respected to ensure Demand Hub complements, and never bypasses, the group’s pricing strategy.
The Results
By prioritizing attention over simple impressions, Demand Hub allowed Vocento to unlock new value from their existing ad placements.
- Top 3 Bidder Rank: Demand Hub consistently ranks as a top 3 value contributor on all connected placements.
- Yield Without Density: Successfully increased revenue and eCPMs without the need to add more ad units to the page.
- Exclusive Demand: Provided a direct bridge to PMP demand and high-attention budgets that are often missed by standard programmatic channels.
About Opti Digital
Opti Digital is the premium AdTech partner empowering digital publishers to transform revenue optimization into a sustainable, strategic advantage. The platform empowers publishers to maximize ad revenue while future-proofing your business and protecting your audience.
The flagship solution, Ad Manager Hub, available in Saas or managed service, seamlessly layers over Google Ad Manager. It delivers an ultra-lightweight foundation that optimizes ad inventory across all inventory types – preserving Core Web Vitals and SEO performance – and gives publishers the granular control and operational efficiency needed to align technology with their most precious assets.
Complementing this, Demand Hub delivers unique demand and premium ad revenue by connecting with top brands through exclusive PMPs and direct deals. It also curates high-quality, high-viewability inventory, using unique high-impact formats and AI predictive technology to ensure every impression captures user attention and maximizes value.
Meanwhile, Yield Hub, powered by advanced machine learning, dynamically manages price floors, traffic allocation, and real-time market shifts, ensuring every impression is sold at its true market value while maintaining strong bid volume and auction health.
Together, these solutions offer publishers a path to sustainable, transformative growth. Over 10,000 websites and apps worldwide, including leading publishers like Euronews, Gizmodo, and Orange, rely on Opti Digital to transform their digital advertising challenges into measurable results, maximizing revenue while keeping audiences engaged.
"The high-impact social display ad format provides the kind of engagement advertisers want, and the high CPMs provided the revenue uplift we needed without compromising our brand standards."
Lydia Torralbo, Product & Digital Advertising Director at Vocento