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Digital Indian publisher increases page views

By optimizing its core web vitals, AP7AM was able to improve its page speed score by 78%
AP7AM journalists working at computers

The challenge

AP7AM is one of the oldest digital-only news sites based out of Hyderabad, Telangana, India. The site covers news categories such as politics, entertainment, spirituality, with a strong focus on Telugu movies and movie reviews. It is a bilingual site covering stories in Telugu and English.

The publisher was mainly facing two issues: poor core web vital scores due to the use of header bidding scripts and low page view growth because of inferior site performance.

The GNI Advertising Lab has been an eye-opening experience. We have moved our site to Google Cloud and added CDN services to improve the site's performance. We have objectively assessed and monitored our page impressions, users, and revenue. We have seen a remarkable improvement in all of them.
Ch, Srinivasa Rao
Headshot of Ch, Srinivasa Rao
  • 26% increase in revenue growth (year on year)
  • 83% improvement in page views
  • 78% increase in Page Speed Insight score, from 51 to 91

The results

As a participant in the Google News Initiative (GNI) Advertising Lab, AP7AM worked with Readwhere to enhance the website's performance and increase the Page Speed Insights score. Detailed optimisation recommendations were shared with the AP7AM team which covered desktop and mobile advertising changes. It included placement suggestions for ad units to improve ads' viewability as per IAB standards. The other recommendations were new Ad formats like Flying Carpet on the article page and Native ad formats such as Multiplex ads at the end of every article.

AP7AM will continue to use the knowledge they have gained through GNI Advertising Lab to monitor their website performance via the PSI tool and promptly address any non-compliances regarding page performance.

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