MailOnline enjoys an enviable status as one of the most widely used websites in the world, but its popularity was being let down by the technology that supported it. Display ads were managed by operational ‘superheroes’, who were responsible for switching homepage takeovers on and off. This was done manually in the middle of the night. With such manual processes, human error is always a risk and unsurprisingly things often went wrong. Penalties were incurred as a result, and this incredibly popular site found itself unable to realise its significant revenue potential.
GuideSmiths built Campaign Manager, a bespoke application that integrated seamlessly with Google to automatically schedule display ad slots on multiple channels and in multiple geographical locations. What this meant in practice is that, thanks to Campaign Manager, the site could host different ad configurations in a range of locations on the same channel. Not only did this open up significant additional revenue opportunities, but it also cut down operational overheads and massively reduced the risk of error that came from manual implementation.