PUBMATIC & SEMASIO BOOST CAMPAIGN REACH BY 205% FOR OMNICOM'S OMD NETHERLANDS

With third-party cookies continuing to decline and consumer privacy becoming increasingly paramount, it is important for agencies to optimize reach by redefining their audience addressability strategies. OMD Netherlands (NL) was tasked with launching a large-scale programmatic campaign for a multinational delivery services company, with strict targeting requirements. The OMD NL team was aware that applying data segments via their demand-side platform (DSP) partner may limit campaign scale and reach due to lower cookie match rates.

OMD NL was curious whether activating Semasio audience segments via PubMatic’s sell-side platform (SSP) would yield better campaign results compared to applying the data segments via a DSP. Together, the PubMatic and OMD teams devised a robust testing strategy to prove the hypothesis. The OMD team utilized Connect to create Auction Package deals based on Semasio data segments to align with the client’s objectives.

Tests were carried out across eight Auction Package deals across mobile web and in-app inventory, four of which contained Semasio data targeting created in PubMatic’s Media Buyer Console. The other four were set up with the Semasio data segments applied on the DSP side rather than via PubMatic. To maintain the integrity of the tests all other aspects of the campaign were identical.

The campaigns with data applied via PubMatic’s Connect achieved more than double the reach compared to the campaigns where the same data was applied on the DSP side. It also performed well against other key performance indicators — with a 16% uplift in viewability and 21% uplift in CTR.