One of the things that we frequently do as a startup is that while solving many problems within our own startup, we often come up with solutions that we feel can be also be provided to other startups.
We obviously do not make all solutions available to other startups, especially the core solutions that keep us competitive. But we don’t shy away from offering services that do not affect our core competitiveness.
Today, I wanted to share a story of how we ended up creating an ad network, despite having nothing to do with wanting to run an ad network in general.
One of the problems that all content websites want to solve is maximizing the juice out of their pageviews and visits without affecting usability and user experience. Since our websites heavily depended on driving traffic out of influencers, it made our primary audience acquisition a paid source. And our survival game was to maximize the revenue per each visit to be able to stay competitive for the paid audience acquisition.
During the process, we ended up testing 100s of different advertising partners, networks, RTB platforms etc. In the end we were able to create our own advertising waterfalls that out-performed most independent exchange bidding solutions.
Doing that not only increased our RPMs but also prepared us in offering this advertising solution to other publishers. Many of our publishers saw significant increase in their revenue, and we also created a significant side revenue stream without doing additional work.
As a bootstrapped startup, it is the responsibility of founders to explore all additional revenue sources like the one explained to create a sustainable growing business.