UNITY
Driving Publisher Revenue Through Multiple Ad Units Adoption​
Led end to end adoption of a newly launched Unity feature building the strategy, documentation, and experimentation framework that drove a 5% revenue lift across publishers that adopted it.
Client Success
Monetization
Pub Ops
A/B Testing
Product Adoption
Documentation
Pub Ops
A/B Testing
+ 5%
Publisher Revenue
Role: Client Partner
Team: Publisher Success
Timeframe: Q4 2025 - Q2 2026
Scope: Managed Publisher Portfolio
Partners: Engineering, Product, Publishers
5%
Revenue Increase
10%
Publisher Adoption
7 months
Time to Impact
OVERVIEW
Led publisher adoption and monetization strategy for Unity Ads' Multiple Ad Units waterfall setup. MADU is a newly released product feature that lacked GA documentation, implementation resources, and optimization best practices. I partnered cross functionally with Engineering, Product, and Publishers to troubleshoot integrations, configure waterfall setups, and develop scalable operational guidance.
CONTEXT
Problem Statement
Publishers were interested in using Multiple Ad Units to drive incremental revenue, but no implementation documentation or onboarding process existed. Internal teams lacked established best practices and publishers needed technical and monetization support to adopt the feature successfully.
My Role
Owned end-to-end strategy and implementation — from partnering with Engineering to troubleshoot SDK and developer issues, to configuring waterfall setups internally, researching industry benchmarks, running A/B tests, monitoring revenue impact, and building reusable documentation for future publisher onboarding.
Project Goals
Primary
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Drive publisher adoption of Multiple Ad Units and increase revenue through optimized waterfall and price floor configurations
Secondary
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Build implementation documentation where none existed
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Develop and validate monetization best practices through experimentation
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Create scalable onboarding resources for future publisher rollouts
RESEARCH
Industry Benchmarking
Researched how other publishers structured waterfall segmentation and pricing to identify industry-standard configurations and optimization patterns.
Publisher Discovery
Assessed each managed publisher's technical readiness, SDK version, and current monetization setup to identify the best candidates for early adoption.
Engineering Partnership
Worked directly with Engineering to understand the SDK integration requirements, troubleshoot developer blockers, and configure waterfall setups within the Unity Ads dashboard.
Metrics for Success
-
% revenue lift per publisher
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% of managed publishers adopted
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Fill rate impact from floor changes
-
A/B test performance on price floor variants
CHALLENGES
No Existing Resources
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No GA documentation, onboarding guide, or implementation checklist existed for the feature at launch
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Internal teams had no established best practices or optimization benchmarks to reference
​
Technical Complexity
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Publishers required hands on SDK troubleshooting and developer support to complete integrations
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Waterfall configuration required internal setup and testing before publishers could go live
​
Monetization Risk
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Price floor changes risked negatively impacting fill rates if not validated carefully
-
Each publisher's inventory structure required custom segmentation rather than a standardized format
APPROACH
Implementation & Enablement
Worked directly with publishers and Engineering to enable Multiple Ad Units integrations, troubleshoot SDK issues, and configure waterfall structures within the Unity Ads dashboard for each publisher.
​
Monetization Strategy
Researched how other publishers structured waterfall segmentation and tested multiple pricing strategies to determine optimal floor configurations for different inventory types.
​
Experimentation
Ran A/B tests on price floors and inventory segmentation to identify setups that improved monetization without negatively impacting fill rates, using results to refine the playbook.
​
Scaling Adoption
Partnered with Product to create a best-practices guide that standardized implementation, optimization, and troubleshooting workflows > enabling future publisher rollouts without requiring hands-on support for every integration.
RESULTS
Increased publisher revenue by 5% through waterfall and price floor optimization
​
Drove adoption across 10% of managed publishers within 9 months
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Established foundational documentation and operational processes where none previously existed
Helped position Multiple Ad Units as a scalable incremental revenue strategy both internally and externally