Singapore – Magnite, an online advertising technology firm, has unveiled its new automated wrapper management feature within Demand Manager, designed to significantly boost revenue and operational efficiency for publishers.
Demand Manager, powered by Prebid technology, provides publishers with advanced yield management tools, insights, and data connections tailored to their business goals. Its machine learning capabilities optimise Prebid Wrapper settings for each impression, potentially improving billions of configurations to boost performance.
Sunil Gupta, vice president of product management at Magnite, said, “This industry-first feature set supercharges Demand Manager so publishers can unlock the full power of Prebid and vastly improve their monetisation abilities without additional development and resource costs.”
“Today our dynamic wrapper settings can provide optimal prebid timeout configurations, and we have additional optimisations coming soon, including optimal bidding orders and intelligent price floor guidance. Machine learning and automation play an important role in the future of yield optimisation, and Magnite is bringing these approaches to prebid management,” Gupta continued.
The new automation feature follows significant growth for Demand Manager, which saw a 30% year-over-year increase in spend from 2023 to 2024. Major publishers like Buzzfeed and Disney, along with 13 of the top 50 Comscore-ranked publishers, rely on Demand Manager to manage and monetise their Prebid inventory.
Meanwhile, Alex Mason, vice president of programmatic sales, yield, and strategy at Ranker, said, “Demand Manager’s Automated Wrapper Management tool provides us peace of mind knowing it leverages extensive historical data to adjust our prebid settings on an ad request basis.”
“In addition to Demand Manager’s best-in-class A/B testing suite, the new feature takes the guesswork out of determining the optimal configurations. Automated wrapper management maximizes revenue from Prebid while saving us time and resources by reducing the need for testing. Initial results show a 5% increase in ad request CPM on one of our properties, and we expect this to increase once more settings are able to be optimised this summer,” he added.
Brijesh Chandila, lead for digital and programmatic revenue at Times Internet, also commented, “Having worked with Magnite for 6 years, we’ve been consistently impressed with the impact Demand Manager has had on our bottom line. The introduction of new automated features takes Demand Manager to the next level, enabling us to make decisions with even greater speed and efficiency. We look forward to the enhanced revenue-driving results that these advancements will bring.”
Nabil Shidqi, senior partnership account manager at Detik, added, “Optimising Prebid settings manually can be a difficult and time-consuming task. We welcome the introduction of automated wrapper management within Demand Manager because we’ll be able to identify the most optimal settings and make more informed choices with minimal time and effort. This feature makes Demand Manager even more of a powerful revenue-driving tool for us.”
