Detailed Win/Loss Insights Help Reduce CPA By 28%, Increasing Bidding Scale and Precision
PubMatic, a sell-side platform that delivers superior outcomes for digital advertising, announced that Goodway Group, the digital partner that advertisers trust to deliver campaign performance and media efficiency, has successfully leveraged PubMatic’s log level data toolset to increase spend efficiency for one of their top advertisers.
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Goodway Group began ingesting PubMatic’s sell-side platform (SSP) log level data to utilize supply-side win and loss records for all of their bidding activity on the exchange. The log level data toolset was used to better understand auction dynamics, optimize their advertiser’s return on ad spend (ROAS), and gain deeper insights into their auction strategy. PubMatic helped to identify additional custom fields to enhance auction performance. The data also contributed metrics relating to performance, auction dynamics, and reasons for losses, providing transparency into their bidding strategy that Goodway Group would not otherwise have been able to access.
“This is a great example of a leading-edge digital partner that truly understands and leverages the full power of sell-side programmatic data on behalf of their advertisers,” said Kyle Dozeman, Chief Revenue Officer, Americas, at PubMatic. “When buyers have access to detailed insights to bid more intelligently, win more auctions and reduce unnecessary losses, publishers can earn more revenue and the whole programmatic media ecosystem benefits. We were glad to work with Goodway Group to develop these solutions to drive efficiency and ROI for their customers.”
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The client, a national heavy equipment manufacturer, wanted to increase their ability to reach more potential customers when past approaches failed to scale. Goodway Group selected PubMatic’s advanced technology to amplify existing human and algorithmic optimization tools, which resulted in:
- 28% reduction in CPA
- 46% reduction in CPM
- 111% increase in impression purchases
This dramatic performance improvement enabled Goodway Group to reach new audiences on behalf of their advertiser customer.
“With PubMatic’s log data and our algorithmic targeting approach, we can bring new benefits to each of our clients. This ensures that we are not only bidding on the most optimal impressions, but that we are also bidding as efficiently and effectively as possible. After testing many options, to date, PubMatic provided the most robust log files and we continue to assess additional data fields to be included as we grow our partnership,” said Andrea Kwiatek, Strategic Partnerships Manager, Goodway Group.
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