Scaling Brand+ and Performance+ Marketplaces Through Cooperation
Verve sought to further optimize its Brand+ (formerly Smaato) and Performance+ (formerly PubNative) marketplaces by integrating Playdigo's AI-driven bidding layers. The integration delivered strong incremental results across both marketplaces through H1 2025 — partnership revenue indexes highlight rapid scaling, while fill rate and eCPM trends confirm this growth was achieved with increasing efficiency.
Verve Group
What they were up against
Verve sought to further optimize its Brand+ (formerly Smaato) and Performance+ (formerly PubNative) marketplaces by integrating Playdigo's AI-driven bidding layers. The goal was to drive incremental efficiency gains across both supply streams simultaneously, focusing on enhancing fill rates and rCPM through diversified programmatic demand.
What Playdigo did
To achieve these optimization goals for Brand+ and Performance+ Marketplaces simultaneously, Playdigo focused on testing, optimization, and infrastructure improvements tailored to Verve's supply. The team implemented and tested multiple bidding algorithms, allowing each stream to evolve based on real performance data.
The team also introduced multi-size ad formats, increasing available inventory and improving match rates with demand partners. Another important tactic was splitting different types of traffic into separate endpoints. By structuring endpoints according to distinct traffic needs, Playdigo was able to fine-tune performance and unlock incremental partnership growth.
In parallel, Playdigo worked with Verve's team to test and refine video and native opportunities, established monitoring processes to detect anomalies early, and implemented gradual scaling methods to ensure stability while increasing volume. Together, these tactics optimized both the Brand+ and Performance+ Marketplaces in parallel, with confidence that each stream was tuned to its unique strengths.