Limelight launches ARC, an automation toolkit that dynamically optimizes programmatic inventory, driving revenue gains of up to 300% for early users.
Limelight Inc. has launched a new programmatic optimisation tool designed to help ad platforms and publishers significantly increase revenue through automation. The company says early adopters of its Adaptive Rules Centre (ARC) have reported revenue gains of up to 300 percent and fill-rate increases exceeding 900 percent.
The end-to-end toolkit, announced in London on January 15, allows users of Limelight’s white-label platform to curate inventory supply in response to real-time demand dynamically. The goal: improve performance for demand-side partners while reducing the manual effort traditionally required from ad operations teams.
ARC enables users to fine-tune a wide range of parameters, including queries per second (QPS), geotargeting, fill rates, and bid rates. By automating these controls, platforms can scale demand for high-performing supply sources while throttling or suppressing those that underperform. The system also allows optimisation across multiple dimensions—such as ad size, geography, device type, user segment, and time of day—at a level of granularity Limelight says has not previously been possible.
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Limelight describes ARC’s approach as “dynamic curation,” allowing ad networks and publishers to embed their own trading logic into the platform.
“They can effectively build their own custom algorithm, unique to them,” said David Nelson, Limelight’s co-founder and chief executive. “By setting automation rules that reflect the expectations of each demand partner, users can improve trading efficiency and profitability without sacrificing flexibility or transparency.”
The launch comes as programmatic buyers increasingly demand higher-quality inventory and move quickly away from sources that underperform. ARC is designed to respond to those pressures in real time.
“Our automation allows users to keep QPS low while identifying the best-performing inventory, then ramp it up quickly to meet demand,” Nelson said. “And it works around the clock. If something starts performing exceptionally well in the middle of the night, the rules are already in place to capitalise on it.”
Early deployments underscore the platform’s potential impact. An Asia-Pacific ad exchange using ARC to optimise QPS for in-app inventory recorded a 289 percent increase in revenue and a tenfold rise in fill rates. A connected TV network doubled revenue from its highest-performing demand sources by implementing a single optimisation rule, while a performance-focused supply-side platform used ARC to automatically block non-performing creatives, achieving a fourfold improvement in success rates.
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With ARC in place, Nelson said, ad operations teams can shift their focus away from manual spreadsheet analysis and reactive list management. “The automation does the heavy lifting,” he said. “That frees teams to think strategically—testing new rules, refining their approach, and pushing performance further.”
ARC is available immediately to Limelight platform users worldwide.
