Limelight Inc. launches new programmatic optimisation tool

Programmatic platform Limelight Inc. has launched the Adaptive Rules Centre (ARC) - a rules-based toolkit that enables users of Limelight’s white-label platform to customise and optimise ad performance through automation. In early tests, Limelight says users have reported significant revenue and fill rate increases when ARC is deployed. 

Limelight says ARC enables users to tweak a variety of parameters on its platform, including the number of queries per second (QPS), geotargeting, fill rates and bid rates. This allows them to scale demand for supply sources that are performing well, while throttling demand for those that aren’t. It also makes it easy to optimise across multiple dimensions, such as size, geo, device type, user segment and time of day, with granularity. 

Limelight Inc. describes ARC’s inventory management capabilities as “dynamic curation”, enabling ad networks and publishers to differentiate themselves by building custom logic that reflects their own goals, values and trading strategy - effectively adding their own secret sauce to the Limelight platform.

“They can effectively build their own custom algorithm, unique to them, and set the automation rules to meet the expectations of each of their demand partners, improving trading efficiency and profitability without sacrificing flexibility or transparency,” says Limelight co-founder and CEO David Nelson.

The ability to identify the best-performing supply sources and match them to demand in real time is increasingly important at a time when programmatic buyers are demanding better-performing inventory and rejecting poorer-performing sources, added Limelight.

“Our automation allows users to keep QPS low while we identify the best-performing inventory, then ramp it up quickly to meet demand,” says Nelson. “And that’s available round the clock, whether the ad ops team are at their desks or not. So if something catches fire and starts performing well in the middle of the night, the rules are in place to take advantage of that.”

“With ARC deployed, the ad ops team don’t need to spend all their time looking at spreadsheets and developing whitelists and blocklists,” Nelson continues. “The platform automation is doing the heavy lifting for them, so they can focus on analysing the rules they have in place, looking at where they could push things a bit further to make the platform do even more for them. It’s less about managing and reacting, more about strategising.”

ARC is available now globally to all users of the Limelight platform. 

Also published in: InPublishing