Welcome to BidSwitch Success Stories, our new series that unpacks how savvy partners stretch programmatic reach and revenue. We’re kicking things off with NextRoll’s quest to tap crypto audiences across EMEA and APAC—using Exploration QPS to surface niche supply without a single extra line of code.
NextRoll, a full-funnel, multi-channel marketing technology company serving both B2B and B2C companies, was seeking to expand its footprint across key markets in EMEA and APAC to better support a growing roster of advertisers in the cryptocurrency and foreign exchange sectors.
However, premium inventory can be scarce when trying to scale in these smaller regions. NextRoll needed a way to quickly and efficiently ramp up high-quality supply.
To solve for this advertiser challenge, NextRoll needed to re-allocate queries-per-second (QPS)—or the finite volume of bid requests they can receive from Supply Partners—from their existing setup to account for this experimental traffic. In addition, they had to bypass any existing decisioning logic that was optimized for their typical buying patterns.
Enter Exploration QPS, enabling NextRoll to effortlessly uncover valuable new inventory outside their existing buying strategy.
NextRoll approached BidSwitch wanting to take action quickly, with little to no technical lift. They became an early tester of Exploration QPS, which equips DSPs with a limited amount of QPS to run experiments, prioritize specific inventory, or troubleshoot on the traffic when and where they want.
With the help of their BidSwitch Account Team, NextRoll created a new Targeting Group with its own QPS allowance, targeting the specific countries their crypto and forex advertisers wanted to reach.
NextRoll, like all other BidSwitch customers, leverages SmartSwitch, the real-time traffic optimization layer that filters bid requests based on historical buying patterns and dozens of other predictors, only sending the most relevant supply to DSPs to ensure cost savings and efficiency. SmartSwitch helps reduce the total bid request volume so that it fits into the maximum QPS limit a DSP has set, without randomly filtering out traffic, enabling DSPs to make the most out of their QPS.
In this case, because this traffic was a new segment within NextRoll’s buying strategy, they needed an option to run a limited test with SmartSwitch disabled, to access niche pockets of inventory that would have otherwise gotten lost in the larger pool of bid requests that comprise NextRoll’s typical buying. NextRoll had the option to disable SmartSwitch on only the Exploration QPS-enabled Targeting Group, which scaled their desired traffic without impacting the rest of their BidSwitch trading. Because the Exploration QPS allocation worked within their existing QPS limits, no additional technical changes were needed.
By leveraging BidSwitch’s Exploration QPS tool to scale traffic in target markets across two BidSwitch-connected Supply Partners, NextRoll achieved significant volume growth against their desired traffic, including:
These results demonstrate a 52% increase in bid requests and 6% increase in spend over a 2-week period, demonstrating successful scale to meet their advertiser demand.
Thanks to BidSwitch’s Exploration QPS solution, the NextRoll team is confident they can flexibly and easily source new pockets of inventory to satisfy ever-evolving client needs.