CASE STUDY

HOW PUBMATIC’S PREMIUM INVENTORY AND GOOGLE AUDIENCES DELIVERED BETTER OPEN MARKET PERFORMANCE FOR AMNET

In June 2021 PubMatic and DV360 partnered to make Google’s Affinity and In-Market audiences available across PubMatic’s omnichannel inventory globally. This new offering greatly expanded targeting capabilities, allowing audiences to be segmented through interests and verticals at scale, to improve engagement.

THE CHALLENGE

Amnet India, the programmatic buying unit from the house of dentsu, ran multiple campaigns for Auto clients on PubMatic inventory via open marketplace (OMP) buys. The objective was to minimise cost per click (CPC), augment media efficiencies and avoid media wastage.

THE SOLUTION

Applying Google’s Affinity and In-Market audiences to the premium inventory on the PubMatic platform allows advertisers to reach engaged customers who have demonstrated a strong interest in their products or solutions. Targeting relevant audiences can ensure every media dollar achieves maximum impact.

THE SUCCESS BY THE NUMBERS

The integration of Google’s Affinity and In-Market audiences with PubMatic led to an increase in scale and unlocked opportunities for optimisation. Amnet India observed significantly improved campaign performance, and incremental reach, on their open marketplace buys.

28.5%

Average
Viewability Uplift

30%

Average CPC
Decrease

76%

Click-to-Visit
Ratio
Source: Amnet internal data, July – September, 2021. Based on performance on PubMatic platform before vs after application of Google Affinity and In-Market segments