PUBMATIC AND WUNDERKIND DELIVER GREATER SCALE VIA
SELL-SIDE DATA TARGETING
Wunderkind encourages their buyers to be data agnostic, but achieving scale can be challenging with audiences on the demand-side platform (DSP) side. By leveraging Connect’s audience packaging capabilities, Wunderkind ONLY sends requests for a buyer’s target audience, cutting down on requests sent to the DSP, minimizing queries per second, and improving scale dramatically.
STORY BEHIND THE SUCCESS
Wunderkind utilizes a unique on-site integration with publishers to recognize behaviors that signify users are disengaged from content. When they recognize those behaviors, Wunderkind creates high-impact, non-intrusive experiences that drive true qualified engagement. With a focus on premium publishers and brand safe inventory, scale can be a problem when small audience groups are applied on the buy-side. This motivated Wunderkind to source and package addressable audiences on the sell-side through Connect — and the benefits were clear. They quickly saw impressive response rates, win rates and scale benefits.
THE SOLUTION: PUBMATIC'S CONNECT
For a brand’s campaign that was not delivering optimal scale, Wunderkind partnered with PubMatic’s addressability team in Q1 of 2022 to test audience targeting performance. PubMatic Connect packaged a series of audience deals to compare against deals packaged through a DSP.
The deals that were packaged via Connect delivered an average bid response rate of 2.88%, while deals delivered through the DSP saw an average bid response rate of 0.30%.