Insights

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.

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

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.

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

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.