Client is a publicly-traded global asset manager with over $500 billion in assets under management. The firm’s strategic challenge is to grow brand awareness on premium financial websites in a crowded market and drive quality traffic to its site for lead creation. To meet this challenge, The Gate Worldwide, the client’s media planning agency, recognized digital transformation focused on operational excellence and automation are imperative.
The Gate Worldwide implemented the AdNode Platform for the Client’s 2020 media plans. Nine premium publishers, representing the world’s leading investing and financial news websites, joined AdNode to participate.
AdNode verified every billable ad impression achieved KPIs including viewability, brand safety, and IVT based on “smart contract” insertion orders.
Automation enabled the media agency to realize inventory opportunities in-flight and shift dollars (vs. waiting to post campaign evaluation) and reduced agency hours on extensive reconciliation.
Publisher partners received near real-time access to data on what is billable or not; supporting rapid optimizations, improved inventory yields and eCPMs.
SUCCESS BY THE NUMBERS
THE CASE STUDY
The Gate Worldwide
Financial Services Brand (Confidential)
9 premium partners (top brands) with over 300 million monthly unique users in financial news and investing
May 1, 2020 – Dec 31, 2020
CASE STUDY PERIOD
September 2020 Preliminary Resultsfor May 1 – Aug 31, 2020 (Annual Campaign 1st Half)
ETF and CEF Products
$250,000 – $750,000 (exact amount is confidential)
Viewability, Brand Safety, Invalid Traffic, and Geographic Targeting
USE CASES DURING PILOT
AdNode automates the buying and reconciliation process for digital advertising with blockchain technology. Automation eliminates the back-office manual reconciliation process, increases the operational efficiency of agencies and publishers, and grows media value allowing advertisers to only pay for ads meeting KPIs.
- Media value increase is the cost of the ad impressions determined to be not billable by the AdNode platform relative to the ad spend on billable ad impressions during the campaign’s first month. Prior to automating with AdNode, the client was billed for all ad impressions.
- Estimate from media agency partner based on hours spent on similar prior year campaigns without AdNode.
- Publisher efficiency is measured as the improvement in the average publisher’s effective CPM (average earnings across all delivered impressions) during the 4-month campaign period compared to its average in the first week of the campaign.