How MX Player Grew Revenue Through GEO & Device Floor Price Optimization

When we started working with MX Player, the publisher had a single floor price applied across all GEOs and devices. While this approach worked reasonably well for Tier 1 markets, it created challenges for Tier 2 and Tier 3 regions, where advertiser demand and bid values were naturally lower.

As a result, a large portion of ad requests remained unfilled, leading to lower fill rates and missed revenue opportunities.

To identify the root cause, we conducted a detailed analysis of inventory performance across different GEOs and device types.

The floor price was set too high for several Tier 2 and Tier 3 markets, preventing many demand partners from participating in the auction.

This highlighted an opportunity to optimize floor pricing based on market demand rather than using a single pricing strategy across all inventory.

Based on these insights, we recommended implementing GEO-wise and device-wise floor price segmentation instead of maintaining a single floor price.

Lower floor prices were introduced for Tier 2 and Tier 3 GEOs while maintaining premium pricing for Tier 1 markets — allowing more demand partners to compete for impressions while preserving higher CPMs where demand was strong.

The publisher implemented the recommended GEO and device-level floor price strategy. After deployment, we continuously monitored bid density, fill rate, CPM, and overall revenue to evaluate the impact of the changes.

Regular optimization ensured that floor prices remained aligned with market demand and inventory performance.

The optimization delivered significant improvements across key monetization metrics. Daily revenue increased steadily as previously unfilled inventory in Tier 2 and Tier 3 markets became monetizable, while CPMs remained healthy in premium GEOs.