About CREX – Just Cricket
CREX (formerly Cricket Exchange) is a premier digital sports platform providing real-time cricket updates, live scores, and personalized insights to a global audience. With 100 million downloads and a monthly active user (MAU) base of 15–20 million, it is recognized as the second-largest cricket community app globally. The platform is built on a robust statistical engine drawing from over 50 years of historical match data to provide deep contextual analysis for fans.
Problem Statement
As a high-traffic sports app, CREX faced a dual challenge: maximizing revenue during high-stakes international tournaments while protecting their brand reputation from poor quality ad experiences.
Solution
CREX partnered with Crackle to implement a “Quality-First” monetization strategy. Crackle deployed its AI-powered SDK to solve for both revenue and UX:
● Strong Demand Network: Crackle brought in a strong network of global and local demand partners across formats, including Banners and Interstitials. By introducing high-quality demand, Crackle ensured that CREX’s inventory was consistently filled by
premium advertisers
● Ad Quality Safeguards: Crackle’s platform allowed CREX to strictly filter out intrusive ad formats (ads requiring long skip timers) and malicious or low-quality creatives. This ensured that only premium, brand-safe ads were served to their users.
● Demand & Latency optimization: By dynamically prioritizing high-probability fills, Crackle achieved near-zero latency, ensuring that ads never slowed down the app’s lightning-fast live score refreshes.
The Results
● 7.5% Incremental Revenue: A significant boost in total ad earnings, achieved purely through better yield optimization and a strong demand network.
● Superior Ad Experience: Successfully met the high threshold requirement for “No bad quality ads,” resulting in better user experience.
● Technical Stability: Maintained the “speed-of-ad delivery” that is critical for a world-class sports platform especially during peak match hours.
