AP7AM is one of the oldest digital-only news sites based out of Hyderabad, Telangana, India. The site covers news categories such as politics, entertainment, spirituality, with a strong focus on Telugu movies and movie reviews. It is a bilingual site covering stories in Telugu and English.

The publisher was mainly facing two issues: poor core web vital scores due to the use of header bidding scripts and low page view growth because of inferior site performance.

As a participant in the Google News Initiative (GNI) Advertising Lab, AP7AM worked with Readwhere to enhance the website's performance and increase the Page Speed Insights score. Detailed optimisation recommendations were shared with the AP7AM team which covered desktop and mobile advertising changes. It included placement suggestions for ad units to improve ads' viewability as per IAB standards. The other recommendations were new Ad formats like Flying Carpet on the article page and Native ad formats such as Multiplex ads at the end of every article.

AP7AM will continue to use the knowledge they have gained through GNI Advertising Lab to monitor their website performance via the PSI tool and promptly address any non-compliances regarding page performance.