LEVERAGING SUPPLY-SIDE TARGETING TO BOOST EFFICIENCY AND REACH FOR BUTLER/TILL

To achieve differentiation at an enterprise level, Butler/Till sought to increase reach while lowering CPMs for their client roster. To accomplish this, they deployed a head-to-head test on behalf of the pharma brand to determine if reach and efficiency was improved when applying audience targeting on the supply-side rather than the demand-side.

Butler/Till deployed identical sets of targeting tactics: the first set was pushed directly to the DSP and the duplicated set was applied within PubMatic’s platform. With a direct integration with PubMatic, condition-based audience segments (i.e: “Condition A” and “Condition B”) were seamlessly activated and accessible to agency buyers.

After a 60-day test flight monitoring impressions, reach, and cost efficiency, Butler/Till & PubMatic’s initial hypothesis was proven correct: applying target segments on the supply-side delivered stronger performance across all audiences and metrics.

• Upstream audience decisioning increased impression delivery against curated PMP deals
• Stronger match rates lead to better quality audience and inventory
• Improved cost per unique reach month-over-month

Through advanced supply-side targeting, PubMatic was also able to deliver increased control and transparency to the client, focusing on outcomes-based optimization to drive campaign performance, ultimately improving brand awareness.