30-second abstract:

  • The challenge in a nutshell: {A magazine}-type web site, monetizing programmatic adverts.
  • Company work scope: Construct the platform from scratch, using WordPress multisite performance and RTK.io infrastructure plus quite a few advert operation instruments, migrate it to new internet hosting, and safe challenge scale.
  • Timeframe: One month. 
  • Success indicators: Stability to scale to eight+ million consumer classes per 30 days with a monetization elevated 8.5 instances.

The Model: Digital Writer in Want of scaling

The challenge is a digital publishing platform, based mostly on WordPress, using the RTK.io  programmatic infrastructure and advert operations answer (Taboola and Outbrain). The web site options genuine content material оn fashionable matters like wellness, applied sciences, journey, sports activities, and leisure. All articles are authentic and created by the media’s crew of writers.  

Since launching in April 2019, the web site’s month-to-month visitors has exceeded Eight Million customers per 30 days. Presently the web site ranks globally round 23,000 in Alexa. 

How did the challenge begin?

The shopper has been working with DevriX on a WordPress improvement retainer plan since July 2018. Initially, the web site had an imperfect RTK implementation that dynamically assigned the advert unit slots in accordance with some JavaScript logic. DevriX was employed to assist and enhance that outdated customized platform.  

However the house owners weren’t glad with the enterprise outcomes – the monetization didn’t work as anticipated. Whereas engaged on the challenge DevriX received extra carefully acquainted with the shopper’s objectives and enterprise operations. Each events grew to become conscious of a transparent progress alternative. 

At the moment DevriX was endorsed by RTK for constructing a super-fast and light-weight digital publishing platform for an additional main media. Quickly after that, the shopper requested to improve their website with the same answer. So firstly of March 2019, we began to construct the entire platform from scratch, using the Multisite WordPress function.  

The problem

Rebuild the entire platform  

Once you run a digital publishing platform of this dimension, actually each second matter to an enormous extent. The publishers’ enterprise may be very aggressive and the margins are small. Each second the positioning is down hundreds of {dollars} are misplaced and for each second delay in its efficiency, the loss is even larger.  

Right here is why when re-building this challenge, the shopper wanted: 

  • A steady system to permit scaling visitors to a number of million consumer classes per 30 days 
  • Optimum integration of all programmatic platforms 
  • A dependable internet hosting answer and 24/7 upkeep to by no means permit downtime 
  • A seamless UX expertise to interact and monetize the visitors

The answer

New digital publishing platform 

Simply inside one month, in April 2019, DevriX launched the brand new model of the WordPress web site, using the RTK.io know-how, along with a number of different third-party native advert integrations. We created a quicker and extra steady platform, with high quality code and technical options that improve efficiency and monetize larger visitors.   

Right here is how DevriX delivered the challenge to the above necessities: 

1. Construct a multisite WordPress platform

We created a multisite community, permitting for the platform – along with all its programmatic implementations – to be multiplied into a number of digital publishing web sites. The community is well managed by an excellent admin and its potential progress is virtually limitless.  

Right here is our one-month roadmap settlement with the shopper with a step-by-step description of the work achieved: 

  • WordPress theme choice
  • Youngster theme creation and adjusting it to the developed layouts
  • RTK implementation as a foundation and adverts being accessible on inserting a shortcode
  • Creation of a number of web page layouts to serve adverts
  • Infinite scroll structure
  • Gallery structure
  • Snapchat appropriate structure
  • Quizzes pages 
  • Third-party native adverts integration (Taboola and Outbrain, to call a number of) 

The checklist of applied sciences and third-party instruments and repair integration is lengthy however simply to call a number of: 

  • Pagely CDN 
  • RTK – for header bidding adverts 
  • Amazon A9  
  • Taboola 
  • Outbrain  
  • Advert Lightning – to filter for unhealthy adverts 
  • OneSignal – for push notifications 
  • Google Analytics (by Google Tag Supervisor) – for monitoring and statistics 
  • Fb Pixel – for monitoring and statistics 

2. Migrate the web site to an upgraded internet hosting account 

To make sure the success of the challenge, DevriX partnered with Pagely emigrate the newly developed system to a complicated internet hosting with an upgraded plan that could be a should to make sure scalability. 

We examined a number of totally different combos and beneficial the next internet hosting set-up: devoted database (M4) on high of VPS-2 plus a bigger devoted database.   

3. Enhance the methods the WordPress web site was monetized 

DevriX additionally labored on enhancing the consumer expertise of the brand new platform. Monetization was improved by producing optimized layouts for advert serving and an infinite scroll for all archive pages. All improvement was achieved with a deal with yield administration and advert stack governance on behalf of the enterprise house owners. 

Success indicators

An answer that enhances monetization 

The technical answer described above allowed for the scaling of the challenge within the months to comply with, scaling as much as 187 million web page views month-to-month and growing its monetization greater than eight instances.

Quick and steady efficiency 

The brand new construct ensured:

  • Elevated pace: Presently, the website’s paceby Google PageSpeed instrument, is 91/100 for desktop. 
  • Final stability for prime visitors: the positioning’s visitors again in March 2019 earlier than the rebuild was about 1.four million consumer classes whereas for the second half of 2019 it was scaled as much as eight-plus million month-to-month. 

Person engagement and recognition

  • Improved UX options to interact customers: The platform has an impressively low bounce price of 7-8%, with an business common of 15%.
  • Rising reputation: Presently, the platform ranks about 23,000 at Alexa, on a worldwide scale 

That proves the superb consumer engagement and content material satisfaction, which finally results in larger ROI. 


Advert-serving optimization is an enormous contributor to the challenge. The most important success of this challenge was reaching the preliminary purpose to extend monetization. Inside a number of months the platform’s monetization grew up 8.5 instances. 

Wrapping up

This challenge is a quite simple instance of how high quality improvement might dramatically enhance web site efficiency and monetization. Earlier than and after the construct the shopper used the identical mixture of a content material administration system – WordPress – and the RTK programmatic platform. However the enterprise outcomes differ nearly ten instances. 

Final however not least, the digital publishing platform was created in solely 4 weeks. That will not have been attainable with out the prior expertise of each events with the applied sciences and with out working in a detailed partnership inside a long-term WordPress improvement retainer.  

Mario Peshev is the CEO of DevriX, a worldwide WordPress company serving industries from publishing to automotive and airline. He’s additionally a core contributor to the WordPress challenge, an Inbound Licensed marketer, and a multi-disciplined enterprise proprietor with a large scope of expertise. He might be discovered on Twitter @no_fear_inc.

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