“So overall, GumGum can now safely implement QPS thresholds based on a partner-by- partner needs, which is something that we weren't able to do before. So, that's probably one of the biggest things that we've been able to take away from our partnership with Assertive Yield” Kara Petrocelli.
Watch GumGum's complete customer story here.
The Challenges: QPS Limitations, and Low Profitability
GumGum’s challenges were the same as most SSPs: low traffic quality, QPS limitations, DSP partner relationships, low profitability, bid requests with low value, etc... Besides many SSPs have in place initiatives, like random sampling to predict supply volume, blocking segments or bidders, and FIFO real-time counters, it is not really enough.
How to increase optimal QPS, traded value, win rates, and infrastructure cost savings as a result of fewer requests to process?
"Here at GumGum, we really needed to find a way to reduce and manage the QPS that we were sending upstream to our partners that might be trading resources between ourselves and our overall partnerships. And we wanted to do this in a way, that wouldn't sacrifice scale for clients" Kara Petrocelli, Senior Director of Platform Operations, GumGum Inc.
The Solutions: AY Traffic Shaping for SSPs
Holistic QPS Management System
We were able to help GumGum shape, optimize, and improve the bid rate seen by their external bidders and select monetizable requests to utilize the QPS limits better, strengthening their relationship with their DSP partners at the same time, saving costs resulting from sending invalid traffic. 50-80% pre-request improvement of the bid rate seen by the external bidders, selects monetizable requests to better utilize the QPS limits improving ROl for all participants.
Customizable Data Point
We understand that every business has unique data requirements, and our solution can be customized to fit customers’ needs. This customization has helped GumGum manage cost savings, a crucial aspect of any business. We are delighted to see that the AY Traffic Shaping solution is meeting the unique data needs of GumGum.
Smooth Integration with AY Traffic Shaping
In the words of the Senior Director of Platform Operations, GumGum Inc – Kara Petrocelli, “The entire setup and onboarding process with Assertive Yield only took us a couple of weeks from start to finish, and Assertive Yield was definitely there alongside us every step of the way even answering our questions all hours of the day and night. So, it's a smooth process for us and one that was painless.”
GumGum Results
“So overall, GumGum can now safely implement QPS thresholds based on a partner-by- partner needs, which is something that we weren't able to do before. So, that's probably one of the biggest things that we've been able to take away from our partnership with Assertive Yield” Kara Petrocelli.
Overall 30% QPS on Average Reduction
With AY Traffic Shaping, GumGum has successfully reduced its QPS by an average of 30%. This was accomplished without sacrificing campaign delivery, rather by freeing up server networking for increased demand and decreased cloud expenses by removing bids below operational value. Additionally, reducing incoming queries as well by implementing our solution directly to partners they work with.
QPS Thresholds for Individual DSP Partners
GumGum now uses AY Traffic Shaping 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 while ensuring that QPS thresholds were reached. This approach is game-changing because it enabled GumGum to maintain its relationships with its DSP partners while optimizing its supply pockets.
To learn more about how we can help your business achieve remarkable results, talk to sales today!
