Audigent and MediaMath combine technologies to drive better outcomes for brands and improve efficiency for all parties
MediaMath was looking for a way to drive better outcomes for brands, more spend for publishers and more efficiency for all parties by further aligning the supply chain to marketers’ goals. To achieve these goals, MediaMath turned to identity and curation partner Audigent to build a new supply chain paradigm aimed at delivering more value, efficiency and performance to all stakeholders.
To bring unprecedented performance and value to the programmatic ecosystem, Audigent and MediaMath coordinated demand and supply-side technologies for the first time to provide advanced qualified bid targeting and supply requests. To do this, Audigent joined its SmartPMPs, an intelligent marriage between premium first-party data sets and curated inventory pre-packaged together as a single, easy-to-transact deal ID, with MediaMath’s Brain Sync optimization tool.
MediaMath utilized Audigent’s focus on real-time data and inventory optimization to drive greater impact for advertisers and increase revenue for publishers for their supply-side trading. By applying data closer to the point of impression and activating PMPs through SSP partners to unlock real-time performance feedback, MediaMath was able to get immediate insights that previously wouldn’t have been available until post-campaign, allowing for additional optimization while making the entire ecosystem more efficient.
Cookieless audience data was also applied on the supply side, allowing Audigent’s Smart PMPs to provide advertisers with a cost-effective, future-proof supply of targeted, curated inventory that works today and in a world without third-party cookies.
MediaMath and Audigent also worked together to add an additional optimization layer to MediaMath’s Brain Sync tool to deliver real-time performance data into Audigent’s automated, AI-powered supply optimization stack to refine audience and inventory requests being passed through the supply chain.
Since implementing and applying MediaMath’s Brain Sync data to Audigent’s SmartPMPs at the beginning of Q3 2021, all participants in the digital media supply achieved:
- 70% increase in campaign conversion rate = accurate bid decisioning for DSPs
- 25% improvement in campaign performance = better outcomes for brands
- 309% net budget increase across live campaigns = increased agency budgets
- 30% boost in overall CPM = more value and revenue for suppliers’ premium inventory
- 19% increase in CTR = increased ROI for SSP partners
Audigent and MediaMath also worked together to activate SmartPMPs enhanced with Brain Sync data for two high-profile clients.
A major electronics retailer saw a:
- 226% increase in campaign ROI
- 263% increase in campaign ad spend
- 40% reduction in campaign CPA
A top three insurance company saw a:
- 16% overall increase in conversion rate
- 402% increase in campaign ad spend