Limelight’s Adaptive Rules Centre Delivers 4× Auction Success for Performance-Based SSP

Limelight Inc. published their third case study on their latest feature - Adaptive Rules Centre (ARC). The case study highlights results from a performance-based SSP who utilised ARC to resolve creative quality issues, significantly improving auction performance across its video stack. 

Adaptive Rules Centre is Limelight’s rule-based optimisation toolkit that enables partners to build custom logic that reflects their own goals and trading strategy. Enabling partners to set performance and quality controls, ARC helps maintain a safer and more stable trading environment. 

The SSP consistently faced issues with empty VAST creatives - outdated tags that bid on every auction but fail to deliver impressions. This led to publisher frustration, loss in revenue and decreased delivery reliability. 

The performance-based SSP used ARC to deploy a "Add Creative ID to List" rule - using just this rule, the SSP was able to automate the detecting and blocking of all under-performing creatives. After seven days, if valid activity was detected, creatives were able to re-enter the auction. 

The SSP saw immediate results after implementing this rule with a 4x improvement in success rate (auction wins vs impressions served) alongside a healthier auction environment, with improved revenue and traffic stability. These results were achieved without adding any additional workload and no manual effort needed to maintain the creative quality controls. 

The case study showcases how Limelight’s ARC can be used not only for traffic and QPS optimisation but also to maintain and enhance auction quality and creative compliance - leading to more sustainable monetisation whilst protecting publisher relationships.

ARC enables partners to integrate their own operational and quality standards into automated workflows, driving stronger performance while retaining full control and transparency. 

Also published in: ExchangeWire