Transformative Leadership in Creative Tech: Erica Cinelli

Flex Skins, one of Playwire’s highest-yielding options for web display ads, was envisioned and developed in response to evolving advertisers' needs in an increasingly competitive ad landscape. This fully responsive ad unit combines a flex leaderboard at the top of the viewport that’s always in view when the user scrolls the page with dynamic skins in the margins or empty areas of a website. This custom solution, developed by Erica Cinelli, her creative team, and across departments at Playwire, is a high-yield feature that is activated on high-advertiser-spend campaigns. The Flex Skin ad unit boasts higher than industry-standard benchmarks for engagement and click-through rates, significantly higher than traditional display units, and, contrary to popular belief, can benefit the overall user experience — an essential task when balancing monetization efforts and revenue with what an audience sees on the page. These skins can reduce ad clutter, allowing publishers to offer high-quality content that benefits the user’s experience while dynamically and engagingly presenting ads. As a result, the Flex Skin ad unit is a coveted placement. It's attractive to direct advertisers, giving publishers with flex-skin-ready sites a great way to attract brand dollars while offering a new avenue for companies to reach their audiences. The Flex Skin ad unit boasts not only higher than industry-standard benchmarks for engagement and click-through rates but is one of Playwire's best-selling ad units to date.