Multi-Segment, Multi-Market Optimization
An online education company needed a centralized, audience-based buying approach across hundreds of degree programs and several buying channels, including significant direct-bought placements. Its previous fragmented direct strategy was data-sparse, offering few actionable insights.
Accordant Media’s Audience Audit™ technology provided valuable insights into key areas of audience commonality between degree programs, streamlining hundreds of targets into <15 unique profiles.
- Targeting against these profiles, Accordant efficiently migrated ad delivery method away from less-efficient direct buying to a mixed approach, including real-time bidding in the open market and programmatic premium deals to test what performed most efficiently.
- Data from RTB buys provided actionable insights which were then used to continue to optimize the campaign
Aggregated data helped build stronger predictive models.
Consolidated buying drove lower CPMs with fewer partner-based targeting restrictions and more access to premium inventory at scale.
Optimized media gave the client much more flexibility to focus on the best lead generators.