Heard: ditching a network smartlink for direct offers added $0.08 EPC
A redirect arbitrageur was sending all pop traffic into a CPA network's smartlink, trusting its optimizer to route. EPC sat at $0.14.
They pulled the top 3 geos out and hard-coded direct advertiser redirects, keeping the smartlink only as a fallback for junk geos.
— direct-routed EPC: $0.22
— smartlink kept dropping ~30% margin to its own optimization tax
The 'optimizer' was quietly skimming and routing to whoever paid the network most, not them.
— confidence: medium
Pop Wire
@pop_wire