Innovative Ad Collision optimization with AI and Ads Data Hub for Magenta Telekom
Intro
Ad Collisions (multiple banner displays on the same website) are a major challenge in programmatic advertising, as they lead to inefficient distribution of the media budget and potential performance losses. To solve this problem, e-dialog implemented an innovative solution for Magenta Telekom for the first time using the Ads Data Hub (ADH).
Goals
- Minimizing Ad Collisions in programmatic advertising
- Increasing media budget efficiency
We were able to successfully use our media budget more efficiently with the help of e-dialog’s analyses and recommendations.
Herbert Schöberl, Senior Vice President Digitalization, Magenta Telekom
Strategy
- Improved and expanded search ad strategy
- Campaigns segmented into new and existing customers
- Custom Floodlight dimensions in SA360
Measures
To minimize Ad Collisions for Magenta Telekom, our programmatic experts, in collaboration with our Cloud & Data Science team, first used raw data to identify domains with high collision rates and poor performance in order to blacklist them. Domains with high volume and high collision were examined in detail to enable an individual, data-driven decision for each case.
The Ads Data Hub is now also used by us for the analysis, generation, and optimization of audiences. This approach is exemplary, particularly regarding data protection regulations, as the creation of audiences is always 100% privacy-compliant in a so-called “data clean room”: a data-protected, closed environment where marketers can access impression-level data and match it with their 1st-party data.
Siegfried Stepke, Founder and Managing Director, e-dialog
The algorithm for avoiding Ad Collisions
Results
Following successful analysis, the domains with the greatest loss of impressions due to collisions were identified, and clear recommendations regarding blacklisted domains were provided. Likewise, the “model students” among the domains were recorded – those sites where the collision rate is lowest.
- Ad Impressions
- % CPA (Cost per Action)
- % Collision Rate
- % MER (Marketing Efficiency Ratio)
Excellent!
This project was selected for the shortlist of the iab webAD 2022.
