The document compares marketing outcomes between a legacy whitelist of publisher sites and a new hand-picked whitelist. It found that the new whitelist achieved a 70% increase in marketing efficiency as measured by conversions per click. Additionally, the new whitelist resulted in both higher eCPM prices for publishers and better marketing results for advertisers in the form of lower cost per start.

1. March 2020 / Page 0marketing.scienceconsulting group, inc.
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Marketer Outcomes Study
Higher eCPM AND higher marketing efficiency
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69%
Comparing the outcomes between a legacy whitelist supplied by marketer and a NEW
whitelist made up of hand-picked good publishers’ sites, a 70% increase in marketing
efficiency was achieved. Higher CPMs to publishers AND better outcomes for marketers.