“On the revenue side, Browsi is very good because we are making money in a way that we were not making money before. That simple. It’s 100% incremental and we do not have to sacrifice any other space. Browsi delivers the experience to the user in a friendly way and the performance of our portal remains strong.”

With traffic continually shifting to mobile web, Terra’s product and revenue teams knew their ad layout needed to balance impression scale, viewability and user experience. Although Terra’s mobile site and ad layout endure regular reviews and updates, many article-level monetization and optimization opportunities were left behind due to the time, cost and resources needed to perform them.

It’s not that Terra’s team didn’t try – with optimization for viewability becoming a focal point, the team allocated several internal resources for the initiative which ultimately strained day-to-day operations. The challenge then was to find the most efficient technology to achieve page-level optimization while freeing up resources for other needs.

It was in this mindset that Terra came to know Browsi – and just in time. The team was on the cusp of building an ad placement injection logic to maximize scale, and that would have led them down a costly, resource-heavy path without the ability to efficiently manage user experience or ad density.