How StockCharts increased RPM by 19% with 44% fewer desktop ads

About StockCharts

StockCharts has helped millions of individual investors research the market since 1999. Founded during the dot-com boom, it’s one of the few digital brands that has continued to thrive through decades of change across the internet.

The site serves retail investors, people who manage their own investments and conduct their own stock market research. StockCharts specializes in technical analysis, helping investors make more informed decisions.

“We like to think that our tools are the best in the industry,” said Kellie Erlandson, Director of Marketing at StockCharts. “Our platform offers features that you simply won’t find anywhere else, alongside a wealth of free, in-depth educational resources.”

The hidden cost of staying put

StockCharts has long used advertising to monetize its free tier. While subscribers enjoy an ad-free experience, free users access the site’s tools and resources through an ad-supported model.

“We saw ad revenue grow stagnant and begin declining with our previous ad management partner,” Kellie said.

Ad quality was also becoming a concern; StockCharts wanted ads that better matched the trusted experience users expected from its brand.

“One of the other reasons we decided to switch to a new provider is because the quality of the ads was not what we wanted,” Kellie said. “We wanted to make sure that the ads were geared more towards our users, and that they would appeal to them.”

Why switching ad management partners felt risky

For StockCharts, switching ad management partners wasn’t just a revenue decision. It also meant navigating a technical transition while protecting a trusted user experience.

“The technical side of things is always a hassle, right?” Kellie said. “Making sure that we have the development resources, having to change code, and things like that can be a real challenge.”

That implementation risk keeps many established publishers from changing providers, even when performance starts to plateau. A new partner has to deliver meaningful upside without disrupting the team or the audience.

What changed StockCharts’ mind

After evaluating several ad management partners, Raptive stood out.

“We were really pleased with the conversations we had and the proposals we received,” Kellie said.

Raptive helped StockCharts see a path to stronger performance, better ad quality, and clearer reporting.

The opportunity was not just to increase revenue—it was to improve how advertising worked across the site: better formats, smarter placements, stronger visibility into performance, and a more collaborative partner relationship.

The first few months

During onboarding, Raptive recommended new ad formats, placements, and layout changes to improve revenue while reducing ad count.

“There was a lot of input and suggestions made by the Raptive team for different types of ad units that have been very beneficial,” Kellie said. 

After switching to Raptive, StockCharts quickly saw stronger performance, even after reducing the desktop ad count by 44%.

For StockCharts, that strategy was exciting. It proved Raptive could improve performance without increasing ads.

“You go to a website, and it’s just slathered with ads,” Kellie said. “It’s frustrating to us and, more importantly, it’s frustrating for customers.”

The business outcome

The switch to Raptive gave StockCharts stronger revenue performance, a lighter desktop ad experience, better ad quality, and more useful reporting.

The StockCharts customer service team has seen fewer people writing in to complain about advertising since the switch, and the team has noticed stronger ad quality on the site.

The Raptive dashboard also made it easier for Kellie to access the information she needed for internal updates. Before Raptive, it was harder for Kellie to pull the information she needed. With Raptive, she can access the data she’s seeking with far more ease.

“The dashboard is fantastic,” Kellie said. “It’s really robust in terms of the reporting. It’s hands down better than our previous provider. I’m able to get the information I need very easily.”

Advice for publishers considering a switch

For the StockCharts team, their biggest takeaway is that switching ad partners doesn’t have to mean sacrificing user experience for revenue growth.

Raptive helped the team increase RPM, reduce desktop ad density, improve ad quality, and feel supported through the technical transition and beyond.

Ready to explore a better partnership?

If your revenue has stalled, your ad experience has become harder to manage, or your team needs clearer reporting and stronger support, Raptive can help you understand what a successful partnership could look like.

Get in touch with us through the form below to see what Raptive could unlock for your business.