Confirmed: a $0.40 floor bump lifted net revenue 17%

Confirmed: a $0.40 floor bump lifted net revenue 17%
A pop publisher ran the counterintuitive test everyone warns against — raising the bid floor on US zones from $0.30 to $0.40 expecting fill to collapse.
Fill dropped from 94% to 81%, as predicted.
— but average winning bid jumped to $0.61
— net revenue per 1k pops up 17% over a 21-day window
The junk demand at the bottom was dragging the auction. Cutting it forced real buyers to bid true value.
They're now A/B-ing a $0.45 floor on mobile.
— confidence: high
developing...