Scaling NBT
Unified demand strategy lifted fill rate and eCPM for Navbharat Times' Hindi digital inventory.
The Challenge
Fragmented demand sources and lack of unified ID strategy resulted in low fill rates and inconsistent yield across desktop and mobile web.
Fragmented demand sources and lack of unified ID strategy resulted in low fill rates and inconsistent yield across desktop and mobile web.
The Solution
RediAds Direct for premium demand access, Prebid for auction pressure, and Identity SDK for cookieless addressability on Hindi-language pages.
Prebid
RediAds Direct for premium demand access, Prebid for auction pressure, and Identity SDK for cookieless addressability on Hindi-language pages.
RediAds Direct
Configured to improve bid quality, delivery efficiency, and monetization control.
About The Publisher
Navbharat Times (NBT) is a Times Group property and one of India's oldest Hindi news brands with a growing digital audience.
Operational Impact
What Changed
Delivery stabilized, demand pressure increased, and the monetization stack became more predictable after rollout.
Measured Impact
Demand Performance
Unlocking Higher Yield
The monetization stack was rebalanced around cleaner supply, stronger bidding pressure, and faster execution across premium inventory.
eCPM rose 29%.
Fill rate rose 36%.
Revenue grew 25%.
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