Stilt is a financial services company focused on providing essential financial and immigration services to immigrants in the United States. They leverage innovative technology and data-driven insights to offer fair and transparent financial solutions. With this, Stilt aims to make financial services more accessible and inclusive and support them at every step of their immigration journey.

The Challenge

Stilt was struggling with multiple inefficiencies in their monetization strategy. The most concerning was that their existing ad layout was suboptimal, leading to low viewability rates. 

Additionally, cumulative layout shifting (CLS) due to ad loading affected the user experience, further reducing engagement with their CTR dropping to 0.01%. 

All these inefficiencies combined negatively impacted ad performance metrics like CPM (Cost Per Mille) and RPM (Revenue Per Mille), impacting their ad revenue potential.

To solve these inefficiencies in ad monetization, Stilt required a sophisticated solution to optimize ad placement, improve viewability, and increase overall revenue without compromising user experience.

The Solution

In November 2023, Stilt engaged Mile to better their ad management strategy. The primary focus was on optimizing the ad layout to increase viewability and revenue. Mile implemented an AI dynamic price flooring, assigning different floor prices based on the ad's placement and stickiness. This approach ensured higher CPMs and RPMs without degrading inventory quality.

To tackle cumulative layout shifting, Mile introduced block divs, which allocated a consistent block size for ads, ensuring that content below the ads was not pushed down upon ad load. This delivered high-quality ads that didn’t compromise Stilt’s UX. This significantly improved user experience and maintained organic traffic levels by adhering to Google's guidelines.

Furthermore, Mile diversified Stilt's monetization strategy by incorporating both display and video ads. This approach increased the monetizing opportunities and contributed to a significant uplift in revenue.

The Impact

Within one month of implementing Mile's solutions, Stilt experienced a remarkable 33% increase in revenue despite witnessing a 41% decline in traffic.

The dynamic price flooring and optimized ad layout led to higher CPMs and RPMs, with a reported 130% increase in RPM. 

The introduction of block divs eliminated CLS, contributing to higher user engagement with CTR soaring 3100% from 0.01% before Mile to 0.32% with Mile.

The diversified monetization strategy, combining display and video ads, expanded Stilt's ad inventory. This also contributed to higher engagement from users and interest from advertisers now with the higher CTR on the table. 

Mile’s Smart Ad Refresh had a significant impact by increasing viewability by 50%, taking it to 84.4% from 56% a month before. Not only this, but it also contributed to an increase in impressions per page view, which went up from 2.52 impressions to 8.53 impressions per page view within a month.

This comprehensive approach not only boosted Stilt's revenue but also ensured a sustainable and user-friendly ad experience.

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