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ReviNet monetizes remnant inventory for Christian Science Monitor while enforcing rigid ad standards

The Christian Science Monitor online (CSMonitor.com) takes a hard line on inappropriate ads. As the online arm of the church-backed newspaper of the same name, CSMonitor.com has rigid guidelines on what ads can appear on their site. For example, alcohol, caffeine, pharmaceuticals, tobacco, and many other ads are off limits. They even publicly ask online readers to alert them to inappropriate ads.

This stringent block list kept CSMonitor.com from generating a consistent revenue stream from ad networks.

Then, in September 2009, CSMonitor.com partnered with ReviNet to take over the management of their ad network contracts. Within 6 months, ReviNet had increased remnant ad revenue by 62% while also providing better quality ads to CSMonitor.com. In addition, ReviNet was able to protect the Christian Science Monitor brand by putting a team of experts in charge of the block list. With very little transition time, the ReviNet team was completely versed on block list priorities and was able to tailor and serve quality ads that specifically fit with the Christian Science Monitor’s standards.

“The worst thing for anyone on an AdOps team to hear is ‘hey, did you see what’s running on the site?” – Jim Woodward, Ad Operations Manager, Christian Science Monitor

By working with ReviNet, CSMonitor.com was able to maintain their rigid standards and increase revenue at the same time. ReviNet was able to drive consistent increases in remnant ad revenue in their first 6 months working with CSMonitor.com, they were able to double the number of network relationships and more than doubled network revenue. “To manage 8 ad network relationships effectively without ReviNet would take up the time of 2-3 full-time people,” according to Jim Woodward, Ad Operations Manager, “we’re counting on ReviNet to manage the remnant stream to get the most effective yield.”

With CSMonitor.com, ReviNet took on a huge service challenge in finding the balance between protecting a well-known brand and maximizing ad network revenue. ReviNet was able to successfully deliver on this challenge and sees real potential for doubling eCPMs by the end of 2010.

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“The worst thing for anyone on an AdOps team to hear is ‘hey, did you see what’s running on the site?’”

Jim Woodward, Ad Operations Manager, Christian Science Monitor