---
title: CPG Case Study
image: https://www.tagtrust.net/hubfs/TrustNet/trustnet-logo.png
---

[![TAG_TrustNet_75h](https://www.tagtrust.net/hubfs/TAG_TrustNet_75h.png "TAG_TrustNet_75h")](https://www.tagtrust.net/?hsLang=en)

# Insights

## CPG Case Study

 

 

## By implementing the TrueKPI Framework, TAG TrustNet was able to increase TrueImpressions, those matching pre-defined quality and price requirements, by almost 40% and bring TrueCPM down by almost 30% within 5 months.

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### The Brief

| **Clients:** Major CPG Advertiser and IPG | **Markets: **UK and Germany | **Dates:** April - September 2023 |
| --- | --- | --- |

Goal:   
To increase the percentage of working media and improve the cost efficiency of media buying through an always-on, data-lead approach.

 

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### The Strategy

- Access and reconcile impression data from DSP, SSP and Ad Verification partners.
- Unified dashboarding to isolate best-performing exchanges and sellers by providing operational teams access.
- Develop an advertiser-specific set of criteria to define a “True Impression” to evaluate each exchange and each seller against.
- Generate TrueAdSpend and TrueCPM benchmarks based on unoptimised spend to gauge and track improvement and value.

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### Execution

- The advertiser and agency evaluated core ad-delivery metrics based on ad spend such as DSP > Ad Verification match rates, and measurability to update core market buying strategies.
- Adjustment of existing inclusion and exclusion lists based on the Sellers delivering against TrueAdSpend and TrueCPM goals.
- New dedicated line items to redistribute underperforming media budget to top-performing SSPs based on TrueAdSpend and TrueCPM goals.
- Early-stage integrations into custom bidding algorithms to increase frequency and granularity of optimisations.

---

### Results

| ![38.7-min](https://www.tagtrust.net/hs-fs/hubfs/38.7-min.png?width=200&height=200&name=38.7-min.png) | ![27.9-min](https://www.tagtrust.net/hs-fs/hubfs/27.9-min.png?width=200&height=200&name=27.9-min.png) |
| --- | --- |

Viewable TrueImpressions increased by +38.7% over the optimization period, while viewable TrueCPM decreased by -27.9% over the 5-month period. A key factor to achieving this optimisation level of media productivity was using matched log-level data cost and quality metrics.

 

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