End-to-end optimisation toolkit enables platform users to curate inventory supply dynamically to better serve demand-side clients
London, UK – 15th January 2026 – Advanced programmatic platform Limelight Inc. has launched the Adaptive Rules Centre (ARC) – a rules-based toolkit that enables users of Limelight’s white-label platform to customise and optimise ad performance through automation. In early tests, users have reported revenue increases of over 300% and fill rate increases of over 900% when ARC is deployed.
ARC enables users to tweak a variety of parameters on the Limelight platform, including the number of queries per second (QPS), geotargeting, fill rates and bid rates. This allows them to scale demand for supply sources that are performing well, while throttling demand for those that aren’t. It also makes it easy to optimise across multiple dimensions, such as size, geo, device type, user segment and time of day, with unprecedented levels of granularity.
Limelight Inc. describes ARC’s inventory management capabilities as “dynamic curation”, enabling ad networks and publishers to differentiate themselves by building custom logic that reflects their own goals, values and trading strategy – effectively adding their own secret sauce to the Limelight platform.
“They can effectively build their own custom algorithm, unique to them, and set the automation rules to meet the expectations of each of their demand partners, improving trading efficiency and profitability without sacrificing flexibility or transparency,” says Limelight co-founder and CEO David Nelson.
The ability to identify the best-performing supply sources and match them to demand in real time is increasingly important at a time when programmatic buyers are demanding better-performing inventory and rejecting poorer-performing sources.
“Our automation allows users to keep QPS low while we identify the best-performing inventory, then ramp it up quickly to meet demand,” says Nelson. “And that’s available round the clock, whether the ad ops team are at their desks or not. So if something catches fire and starts performing well in the middle of the night, the rules are in place to take advantage of that.”
Initial campaigns show the power of the ARC toolkit to supercharge ad performance:
- An APAC-based ad exchange seeking to automatically optimise QPS for in-app ad inventory saw a 289% increase in ad revenues and a 10x increase in fill rate
- A CTV network doubled revenue from high-performing demand sources by implementing a single optimisation rule, achieving a significant increase in eCPM while keeping below threshold QPS limits
- A performance-based SSP used ARC to automatically detect and block non-performing creatives, generating a 4x improvement in success rate
“With ARC deployed, the ad ops team don’t need to spend all their time looking at spreadsheets and developing whitelists and blocklists,” Nelson continues. “The platform automation is doing the heavy lifting for them, so they can focus on analysing the rules they have in place, looking at where they could push things a bit further to make the platform do even more for them. It’s less about managing and reacting, more about strategising.”
ARC is available now globally to all users of the Limelight platform.
Press Contacts:
Limelight Inc. marketing@limelight.inc
About Limelight Inc.
Limelight Inc. helps companies in the ad tech ecosystem to easily navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and human support. Hundreds of ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale – immediately. The platform was launched in 2019, and has since helped hundreds of companies unlock new opportunities for trade and incremental revenues. Limelight is more than a service provider; our ethos is firmly centred on human support and strong partnerships for the global Limelight community. For enquiries – marketing@limelight.inc