Ancient History Encyclopedia is the world’s most-read history encyclopedia. Their mission is to improve history education worldwide by creating the most complete, freely accessible and reliable history resource in the world.
In November 2016, Jan Van Der Crabben, CEO of Ancient History Encyclopedia partnered with Sovrn and their Signal product. While he was using a vendor to understand more about how his readers interact with his content, he had no solution to monetize that engaged audience. “It was frustrating that we got the same revenue per page view for a reader who was on a page for 10 seconds and a reader that was on a page for 2 minutes,” explained Jan, “I knew we could do better.”
Seeking additive revenue from their engaged readers, Jan and his team decided to move forward with an implementation of Signal. “I was amazed at how fast and easy Signal was to implement. We were up and running in 48 hours with no ops resources needed,” exclaimed Jan.
By measuring viewability and user engagement, Signal creates additional ad opportunities in existing zones after header bidding or waterfall partners have already served their ads. After every 20 seconds of engaged time, a new ad is served. This customizable integration can be applied to all existing ad zones through a simple one tag integration.
After just one week, Signal increased Ancient History Encyclopedia’s programmatic advertising revenue by 26%. Jan plans to roll out Signal across two of his other websites in the coming weeks.
“Sovrn is Ancient History Encyclopedia’s most successful advertising partner, representing our largest revenue stream. As a non-profit company, we require high-quality ads that are non-intrusive and family friendly, which Sovrn delivers at high CPMs. We’re running our ads 100% through header bidding using Prebid.js via DFP, with which Sovrn integrates seamlessly. We’ve been impressed with Sovrn’s commitment to maximizing revenue for publishers, regularly reviewing our setup for possible improvements. We were amazed with how quick and meaningful the revenue impact is. It’s empowering to be able to monetize our more engaged readers for every page view!”
Jan Van Der Crabben, CEO of Ancient History Encyclopedia