Discover how Allen Media Group and Equativ achieved 10x revenue growth by segmenting ad accounts to optimize fill rates and auction efficiency.
Local Now revenue growth post account split
Weather Channel revenue increase
Fill rate improvement across properties
Allen Media Group, a programmatic monetization client of Equativ, set out to improve yield and performance across its primary digital properties: The Weather Channel and Local Now.
Both apps were originally managed under a single advertising account. Because Local Now is heavily news-driven, advertiser brand-safety filters around “news” and “controversial content” were unintentionally suppressing demand for The Weather Channel’s brand-safe inventory.
The result: lost bids, lower fill rates, and constrained revenue across both properties.
Product
Audience
Campaign Goals
Region
US
Strategic Account Segmentation: The Weather Channel and Local Now were split into two distinct ad accounts to reflect their different content environments.
Improved Auction Dynamics: Separating inventory removed unnecessary bid suppression and restored competitive demand for each
content type.
Cleaner Demand Targeting: Brand-safe advertisers could now fully access Weather inventory, while news-focused buyers were directed specifically to Local Now.
Greater Control & Performance Optimization: Each property could now be optimized independently based on audience, content sensitivity, and advertiser intent.
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