RichAds Ltd. is a global performance marketing advertising network specializing in delivering high-quality traffic for advertisers while helping publishers effectively monetize their websites and mobile applications. Operating in a highly competitive ad tech landscape, RichAds focuses on precision targeting to ensure advertisers reach the right audiences and publishers maximize revenue from each impression.
A key industry trend shaping this environment is the increasing importance of accurate device detection. As advertising campaigns become more granular, the ability to reliably identify devices based on User-Agent data - such as device type, operating system, browser, and browser version - has become critical to campaign performance, measurement, and optimization.
Problem
RichAds identified a growing need to improve the accuracy of its device detection capabilities. Its existing solution was no longer delivering the level of precision required to support advanced targeting strategies and performance-driven campaigns.
Inaccurate or incomplete device detection risked mistargeted impressions, reduced campaign effectiveness for advertisers, and missed monetization opportunities for publishers. To maintain and strengthen its value proposition, they needed a more accurate and reliable solution.
As part of this process, they actively evaluated alternatives and conducted A/B testing to compare solutions under real-world conditions.
Solution
After testing multiple options, RichAds selected 51Degrees to replace its existing device detection solution.
51Degrees demonstrated superior accuracy in parsing User-Agent strings and identifying critical attributes such as device type, operating system, browser, and browser version. Through structured A/B testing, they confirmed that 51Degrees consistently outperformed the previous solution, enabling more precise targeting across its advertising network.
A key factor in the success of the implementation was RichAds’ disciplined evaluation approach - seeking an alternative, validating it through rigorous testing, and basing the decision on measurable performance improvements.
Results
“51Degrees delivered a clear and measurable improvement in device detection accuracy compared to our previous solution. Through rigorous A/B testing, we confirmed that their User-Agent parsing enabled more precise targeting, directly improving campaign performance, monetization efficiency, and overall service quality for both advertisers and publishers.”
RichAds Ltd
The adoption of 51Degrees delivered tangible benefits across the business:
Business Impact
- Improved core service quality through more accurate device and browser targeting.
- Advertisers experienced better campaign performance, improved return on investment (ROI), and reduced wasted spend due to mistargeted impressions.
- Publishers benefited from stronger monetization driven by more relevant ads delivered to the correct devices.
- Overall, RichAds strengthened its position as a high-performance advertising network.
Staff Impact
- Internal teams gained access to more reliable and accurate data, reducing time spent investigating targeting discrepancies.
- Operations, support, and optimization workflows became more efficient as confidence in device data increased.
User Impact
- End users browsing publisher sites and apps were served more relevant advertisements, leading to an improved user experience.
Measurable Outcomes
A/B testing showed a clear increase in device detection accuracy compared to the former solution. This improvement directly supported key client performance indicators, including:
- Higher click-through rates (CTR)
- Lower cost-per-acquisition (CPA)
- Increased effective CPMs (eCPMs) driven by reduced wasted impressions
Recommendation
What impressed RichAds most about 51Degrees was its strong technical capability in User-Agent parsing and device detection, combined with clear, testable improvements in accuracy.
RichAds would recommend 51Degrees to organizations operating in ad tech, performance marketing, and analytics - particularly those that rely on precise device and browser identification. The proven improvements in targeting accuracy directly enhance campaign performance, monetization efficiency, and overall business outcomes.
About Device Detection
Device Detection empowers websites and ad platforms to truly understand their audiences—revealing details such as browser type, screen resolution, and processing power before content is delivered. With 51Degrees’ comprehensive property dictionary, which defines 279 unique properties, businesses can uncover deep insights into every user’s digital environment. Unlike user registration or preference sharing, device detection offers a seamless, non-invasive way to personalize experiences, optimize performance, and drive higher engagement through perfectly tailored content delivery.
Conclusion
By partnering with 51Degrees, RichAds Ltd. successfully enhanced the accuracy of its device detection capabilities - strengthening its core offering as a performance marketing network. The improved precision in identifying device types, operating systems, and browsers enabled more effective targeting, reduced wasted spend, and delivered measurable performance gains for advertisers while increasing monetization efficiency for publishers.
Interested in achieving similar results?
Get started with 51Degrees Device Detection today.