A leading Israeli ad agency was selling inventory off fixed, ageing rate cards — underpricing the busy hours, and letting the quiet ones sit empty. We made the price move with demand, and gave sales the numbers to prove the return.
A large media and advertising agency sold its ad space — digital, video, outdoor — off fixed, outdated rate cards, with no regard in real time for demand, traffic or who was actually watching.
So it lost at both ends. In the busy, in-demand hours the rate card was too low and the agency left money on the table; in the quiet hours ad space sat empty or sold at a loss because no one could match it to a relevant audience. And the sales team couldn't prove to big advertisers what return they were actually getting for their money (ROI / ROAS) — which turned every renewal into an argument about budgets, and lost advertisers.
Live value on every slot, the right audience on every campaign, and a dashboard that settles the ROI question.
We built a system that pulls live data on audience traffic and demand and computes, dynamically and automatically, the true value of every ad slot at any given moment — the rate card stopped being frozen.
The engine analyses audience data without touching privacy — through privacy-safe clean rooms — and automatically places an advertiser's campaign in front of the audience most likely to convert at that moment.
Quiet slots that used to sit empty or sell at a loss get matched to a relevant audience and priced to move, turning wasted inventory into revenue instead of a write-off.
We gave the trade and sales teams a live board showing which campaigns are working and which aren't — with immediate recommendations to shift budget and maximise the result for the client.
Advertisers could finally see hard, measurable proof of the return their spend produced, so budget conversations moved from opinion to evidence.
It runs against the agency's actual traffic and inventory in real time, so pricing and matching reflect the market as it is this minute, not a rate card printed last quarter.
Pricing moved with the market, and the ROI stopped being a matter of opinion.
Revenue from selling ad space rose by around 18%, driven by pricing the busy slots correctly and turning previously empty inventory into matched, revenue-generating space. Building a client proposal and performance report fell from four working days to a few minutes.
With solid, measurable proof of the results the media was producing, advertiser trust grew — and existing clients increased their advertising budgets by 30%, because the return was finally something they could see.
It sticks because it does the two things a rate card never could: it values inventory in real time so nothing is left on the table or wasted, and it shows the client the return in the open, which is what keeps budgets growing. Live optimisation with transparent proof — the same real-time, margin-aware discipline behind our retail-pricing work.
Reef TRH