Audigent and °µÍøTV combine technologies to drive better outcomes for brands and improve efficiency for all parties
CAMPAIGN OVERVIEW
°µÍøTV was looking for a way to drive better outcomes for brands, more spend for publishers and more efficiency for all parties by further aligning the supply chain to marketers¡¯ goals. To achieve these goals, °µÍøTV turned to identity and curation partner Audigent to build a new supply chain paradigm aimed at delivering more value, efficiency and performance to all stakeholders.
SOLUTION
To bring unprecedented performance and value to the programmatic ecosystem, Audigent and °µÍøTV coordinated demand and supply-side technologies for the first time to provide advanced qualified bid targeting and supply requests. To do this, Audigent joined its SmartPMPs, an intelligent marriage between premium first-party data sets and curated inventory pre-packaged together as a single, easy-to-transact deal ID, with °µÍøTV¡¯s Brain Sync optimization tool.
°µÍøTV utilized Audigent¡¯s focus on real-time data and inventory optimization to drive greater impact for advertisers and increase revenue for publishers for their supply-side trading. By applying data closer to the point of impression and activating PMPs through SSP partners to unlock real-time performance feedback, °µÍøTV was able to get immediate insights that previously wouldn¡¯t have been available until post-campaign, allowing for additional optimization while making the entire ecosystem more efficient.
Cookieless audience data was also applied on the supply side, allowing Audigent¡¯s Smart PMPs to provide advertisers with a cost-effective, future-proof supply of targeted, curated inventory that works today and in a world without third-party cookies.
°µÍøTV and Audigent also worked together to add an additional optimization layer to °µÍøTV¡¯s Brain Sync tool to deliver real-time performance data into Audigent¡¯s automated, AI-powered supply optimization stack to refine audience and inventory requests being passed through the supply chain.
RESULTS
Since implementing and applying °µÍøTV¡¯s Brain Sync data to Audigent¡¯s SmartPMPs at the beginning of Q3 2021, all participants in the digital media supply achieved:
- 70% increase in campaign conversion rate = accurate bid decisioning for DSPs
- 25% improvement in campaign performance = better outcomes for brands
- 309% net budget increase across live campaigns = increased agency budgets
- 30% boost in overall CPM = more value and revenue for suppliers¡¯ premium inventory
- 19% increase in CTR = increased ROI for SSP partners
Audigent and °µÍøTV also worked together to activate SmartPMPs enhanced with Brain Sync data for two high-profile clients.
A major electronics retailer saw a:
- 226% increase in campaign ROI
- 263% increase in campaign ad spend
- 40% reduction in campaign CPA
A top three insurance company saw a:
- 16% overall increase in conversion rate
- 402% increase in campaign ad spend