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Mid-Day is one of the oldest and most pioneering publications in Mumbai. It is a 41-year-old brand that primarily focuses on local news. Mid-Day.com faced two major challenges: High website page load time and low advertising revenue. The teams were aware of the importance of low page load time for increased user engagement, reach and revenue, but they needed help to improve them.

Participation in the Google News Initiative (GNI) Advertising Lab presented Mid-Day with an opportunity to carry out a detailed diagnosis covering site performance (LCP, FID, CLS measured using Lighthouse v8), Website Code Health, Technical Site Optimisation and Advertising. The Mid-Day team implemented the recommendations which were shared by improving PageSpeed, removing unused Javascript, optimising ad placements and creating a daily newsletter. The Product, Technology and Revenue teams of the publisher also attended the webinars delivered by GNI and Readwhere as a part of Advertising Lab. These webinars were designed around Core Web Vitals, page load time, and revenue opportunities, which helped their team build a thorough understanding on these topics. Mid-Day looks forward to working further with GNI to help them grow and succeed further.