New Zealand South Island digital native Crux wanted to update their ad tech and implement a solution that would let them be able to serve and monetise at both a hyperlocal and networked level with both direct and programmatic revenue streams.

Choosing and implementing the correct ad tech solutions was key. As part of the 2023-4 Google News Initiative Advertising Lab, Google Reseller and Google Certified Publishing Partner A&A worked with Crux to evaluate the ad tech solutions in market. This process led to the decision to replace their existing ad server with Google Ad Manager which provided the ad tech capability that Crux required to be able to access both hyperlocal as well as networked and international ad dollars.

The implementation process included: best practice targeting structures for all ad placements and ensuring adherence to ad standards and viewability benchmarks. Additional high impact formats have been added post-implementation, expanding the digital advertising portfolio, including a native carousel. AdX was also implemented, effectively monetising unsold inventory. In addition, careful consideration was given to ensuring that ads wouldn't appear on sensitive content articles.

Revenue and supply forecasting was created, allowing the sales team to know what they had available to sell, and how to structure their packages. Additional 1:1 sessions with A&A and the Crux sales team navigated best practice workflows and processes to ensure that the team could effectively deliver the ad campaigns they sell.

Standard ads and additional executions such as interscrollers and web interstitials are now being sold both directly and programmatically.

Annual revenue targets are in place, with monthly tracking against target available for monitoring

A targeting strategy has been implemented to manage ads not appearing on sensitive content areas.