6. Standard Display Video Mobile Web & App Native
IAB Verticals Domains & Apps Sub-domains Viewability
Region City
Zip codes &
Neighborhoods Point of Interest
Keywords Language, Browser OS, Device, Carrier Day part, Frequency,
Recency
Ethnicity Bluekai Cross Device
Custom Audience &
Lookalikes
Audience
Geo
Inventory
Media
Context
Targeting Levers in a Nutshell
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7. YOptima Advantage
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1. Built for Prospecting - Audience DSP (Proprietary bidder and DMP) built for
performance on prospecting.
• Extend your reach beyond GDN. Largest NRI platform by reach
• “Audience First” approach and Customizability
• Imps level Reporting Analytics
1. Optimize Faster – Proprietary “PreTargeting" algos enable Site Discovery,
Audience Overlap and Audience Performance, even before you spend on media.
1. Flexible Pricing model – CPM, CPC/CPV, Dynamic spend with max CPC/CPV
2. Analytical Approach to Campaign Mgt. – Managed platform. Primarily analysts
and not ops resources. Team that has pioneered RTB in India.
3. Transparent - 100% reporting transparency and insights.
10. ü One of India’s leading online furniture
retail brand wanted to use
programmatic to drive the next level
of scale beyond Google and Facebook
ü Holistic attribution model that would
consider branding impact and delayed
conversions given longer purchase
funnel.
ü Multi-touch attribution model
including post-view visits over the next
7 days and visitors subsequently
converting over 2-4 weeks.
Objective
ü YOptima profiled existing visitors on
the site from visitors to product
viewers to cart-adds and sales
including value of sales transactions.
ü The PreTargeting pattern showed
strong purchase intent based on HNI
lifestyle and life-stage e.g. expecting
parents, people moving house.
ü Visitors from world news and
international travel showed highest
ARPU, identified based on content
consumption patterns.
ü Look-alikes of high value transactors.
Strategy
ü The campaign drove 200% improvement
in ROI (measured by GMV of transactions
driven) compared to existing display
channels including GDN.
ü Results primarily attributed to improved
custom audience targeting and look-
alikes.
ü Resulted into always-on business since
last six months.
Results
Consumer Case Study: Leading Online Furniture Brand
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Confidential