Overview
Lance! (https://www.lance.com.br/) is one of Brazil’s top sports media outlets, covering football, basketball, Formula 1, and more. With millions of monthly users, especially during major matches and transfer windows, the platform had strong traffic but struggled to fully capitalize on its advertising potential.
Main Geos
Brazil, Spain, USAMonthly traffic
45MCategory
News / Sports News
Challenge
Low mobile eCPMs, especially during off-peak hours and non-game content
Limited use of header bidding, resulting in weak demand competition
Lack of transparency in ad performance and no A/B testing capabilities
Heavy ad load, particularly on video and live match pages
What we did
Pubcircle deployed a high-performance monetization stack tailored for high-traffic, content-rich publishers:
Universal Wrapper supporting Prebid.js, OpenRTB, and VAST across all formats
GeoRoute™ to optimize SSP calls by geo, time of day, and device
SmartMatch Engine™ to dynamically select the best ad size and format per impression
RefreshBoost™ to increase impression volume without hurting UX
Real-Time Dashboard for full revenue transparency, eCPM monitoring, and fill rate control
Results After 3 Months
Mobile eCPM increased from $0.98 → $1.65 — a 68% uplift
Overall revenue increased by 58%
Ad load time decreased by 35%, improving UX on live and video-heavy pages
Fill rate improved from 76% → 94%
Full transparency and control via Pubcircle’s real-time dashboard
Publisher Comment
“With Pubcircle, we didn’t just grow revenue — we also improved user experience. Their tech is built for high-speed, high-impact content like ours.”