Global jewelery brand improves supply path optimization and media efficiency

IMPROVING MEDIA EFFICIENCY AND SUPPLY CHAIN MANAGEMENT FOR MAJOR RETAIL BRAND

For one international jewelry brand managing their local programmatic buy approach and performance had become complex. In a competitive and crowded digital retail sector, they needed a cross-market solution that would improve the visibility of performance metrics across their global markets and improve their supply path and media efficiency.

OUR BOLD AMBITION

Our client had always operated its programmatic buy locally. Yet over time this meant that global co-ordination and transparency of best practice programmatic buying presented a complex challenge for the retailer. We partnered with the client to apply speed, insights and an actionable plan for transformation.  We created: a cross market methodology, better visibility of the full supply path and best practice to improve performance metrics across global markets. Key objectives were to: reduce advertising fraud, reduce media inventory buy cost and eliminate fragmentation in negotiation deals.

OUR SOLUTION

Working closely with the client’s global team we provided strategic guidance to deliver at pace:

• Supply Path Analysis
• Inventory Strategy
• Golden rules guidelines
• Foundation for price negotiations
• Implementation of custom bidding algorithms
• Domain experiment analysis

OUR RESULTS

We achieved a 20% higher programmatic investment efficiency for our client. Our MarTech expertise and support delivered:

• 90% reduction in domain and inventory landscape, yet maintained same reach
• 95% brand risk reduction, by avoiding domains and placements that compromised brand safety definitions
• 20% cost reduction on quality CPM media by mitigating fraudulent, out-of-geo and out-of-view inventory
• A global dashboard delivering findings and transparency across global markets